TAUNUSSTEIN, Germany – Brita, the expert in the field of drinking water optimization and customization, is the official water filtration sponsor of the World Cup Tasters Championship at the World of Coffee in Milan from 23 – 25 June 2022. The company’s booth will be located at the MiCo Milano Convention Center, Hall 3, South Hall, MS-E10.
Brita at World of Coffee
Organized by the Specialty Coffee Association, the World of Coffee is Europe’s largest specialist coffee trade show. This June, it will unite coffee professionals for an Italian summer celebration of this delicious beverage, at the birthplace of the espresso.
Brita’s filtration technology will be demonstrated live, as the company is supplying the water for the World Cup Tasters Championship, to the exact competition specifications of the World Coffee Championships (WCC).
At the championships, professional coffee tasters will compete to distinguish between coffees. Brita will also seek to empower baristi with a depth of water knowledge that is second-to-none.
The official water filtration sponsor of the World Cup Tasters Championship
“Being the official water filtration sponsor of the World Cup Tasters Championship makes us extremely proud”, said Thomas Hörning, Brita’s Director of Strategic Marketing, Professional Filters. “We are very pleased to continue our long and successful partnership with the Specialty Coffee Association. After all – a cup of coffee is 98% water, so the right type of H20 is vital. Brita looks forward to sharing its water filtration expertise with the specialty coffee community at this event.”
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 importance of sustainability
The company is confident that its presence at World of Coffee 2022, as an official water filtration sponsor, will provide an even playing field in the competition, with its filtration expertise supplying consistently optimum water – to specification – for all competitors. In Milan, Brita also aims to highlight even more benefits of its devotion to water, namely, sustainability.
As a family-run, international concern, Brita has been immersed in a world of water knowledge for over half a century. Brita was the first company in its sector to develop a recycling scheme for used filter cartridges back in 1992. Since then, Brita Professional filter cartridge parts are reconditioned in a complex procedure and returned to the material cycle.
At its booth, situated at the MiCo Milano Convention Center, Hall 3, South Hall, MS-E10, 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.