TAUNUSSTEIN, Germany – BRITA, the expert in the field of drinking water optimization and customization, is once again the official water filtration sponsor of World Cup Tasters Championship (WCT) and World Brewers Cup (WBrC) at the World of Coffee in Athens from 22 – 24 June 2023. The company’s booth will be located at the ATHENS Metropolitan Expo A.E., Hall 3, M-25.
BRITA sponsor at the World of Coffee in Athens
Organized by the Specialty Coffee Association, the World of Coffee is Europe’s largest specialist coffee trade show. It is the essential event for coffee professionals and this year hosts the World Coffee Championships (WCC) in four competitions. BRITA’s filtration technology will be demonstrated live, as the company is supplying the high-quality water for the two Championships, WCT and WBrC, following the exact specifications of the World Coffee Championships (WCC). BRITA will also seek to empower baristi with a depth of water knowledge that is second-to-none.
“Being the official water filtration sponsor of World Cup Tasters and Word Brewers Cup Championships for now more than a decade underlines the severity of our commitment.”, says Thomas Hoerning, BRITA’s Vice President Strategic Marketing, Professional Filters. “Our commitment and partnership with the Specialty Coffee Association is based on the strong mutual desire to support the global coffee community with the best water filtration expertise they can get. The quality of water has a great influence on the taste of coffee. After all – a cup of coffee is 98% water, so the right type of H20 is vital. BRITA looks forward sharing its vast water expertise with the coffee community.”
BRITA provides individual, reliable and premium quality water filtration solutions to optimize tap water, irrespective of the mineral composition of the local supply.
To help achieve the best brews and the tastiest treats, BRITA offers a broad range of filters to tailor water to unique needs. In coffee brewing, water filtration is particularly important. Any unwanted elements that could impact taste or aroma in the water are effectively removed, enhancing the natural coffee bean characteristics baristi rely upon.
The company is confident that its presence at World of Coffee 2023, as an official water filtration sponsor for WCC, will provide an even playing field in the competition, with its filtration expertise supplying consistently optimum water – to specification – for all competitors. In Athens, BRITA also aims to highlight even more benefits of its devotion to water, namely, sustainability.
BRITA is recognized as one of the leading water experts and quality leaders worldwide. BRITA was the first company in its sector to develop a recycling scheme for used filter cartridges back in 1992. For more than 30 years, BRITA Professional filter cartridges are part of a self-contained recycling circuit.
At its booth BRITA will offer a variety of compelling activities centred around this most precious resource. The BRITA sommeliers will explain the sensory dimensions of water before coffee cocktails are enjoyed in the afternoon. Filtration experts will be on hand to answer questions and BRITA water infusion bottles will be available to visitors for sustainable and enjoyable hydration throughout this premium event. Visit the website for more information here.
About the BRITA Group
With total sales of 664 million euros in business year 2022 and 2,262 employees worldwide (of which 1,221 are in Germany) at the end of 2022, the BRITA Group is one of the leading companies in drinking water optimisation and individualisation. Its long-established brand BRITA has a leading position in the global water filter market. The family-owned company based in Taunusstein near Wiesbaden is represented by 30 national and international subsidiaries and branches as well as shareholdings, distribution and industrial partners in 70 countries on all five continents. It has production sites in Germany, the UK, Italy and China.
Founded in 1966, today the inventor of the household water filter jug develops, produces and distributes a wide range of innovative drinking water optimisation solutions for private (water filter jugs, on-tap systems and BRITA Integrated Solutions for small and large electric appliances by renowned manufacturers) and commercial use (hotel sector, restaurants, catering and vending) plus mains-fed water dispensers for offices, schools, restaurants and the hygiene-sensitive care sector (hospitals, care homes).
Since 2016 BRITA has been working with Whale and Dolphin Conservation (WDC) to protect the world’s oceans from plastic waste, thereby helping to protect whales and dolphins. Further information here.