MILAN, Italy — Coffee takes the spotlight. A beverage that has been enjoyed for over 500 years and that has won over the world, including the Far East. It is however precisely for this reason that we need a change of pace, abandoning the idea that coffee – an Italian favourite – is something to be taken for granted.
The time has come to recognise its complexity, starting from its origins that are so diverse that they are akin to cru in the wine industry, to its processing and roasting intended to release the aromas, and finally its extraction, which goes beyond the traditional, although highly valued, espresso.
To appreciate the latest novelties and the complexity of this industry, there really is only one place to be: Sic, the International Coffee Exhibition and beating heart of HostMilano from 18 to 22 October 2019 at fieramilano Rho.
As always, the industry’s top baristas will be present, with demonstrations, lessons and competitions, from brewing to espressos and latte art, alongside all the leading companies with a focus on the origins of coffee and coffee cups, in addition to complementary sectors, including pastry and ice-cream, cuisine and mixology, which are increasingly welcoming coffee as an ingredient to be enhanced.
The latest formats and marketing lessons that explain how to sell this new coffee.
To conclude, HostMilano and Sic will be a unique opportunity to get fully – and necessarily – up to speed on a beverage that has its origins in the past but looks the future straight in the face.