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March 27, 2007
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Wake up and smell the coffee




London venue, the Brewery has launched a campaign for real coffee to be introduced across the conference and events industry.

The venue claims much research has found that Coffee has proven health benefits and is known for its stimulating effect, increase of alertness and concentration levels. The effects of a cup of coffee are also long-lasting and research has shown that while drinking coffee will take 15 minutes to achieve 75% of its maximum effects and one hour to reach its maximum effect, the overall effect will last three to four hours.

Having identified the lack of quality coffee currently available to many delegates, the Brewery is challenging the industry to provide Barista-style [Barista is the Italian word for bartender, but is used in English to denote one who's profession is making coffee-based beverages] coffee service to events and conference guests, in a quick and efficient manner.

A shortlist of applicant coffee companies has been chosen by a team of coffee tasting experts including Nestor Osorio, Chairman of the International Coffee Organisation – who has over 30 years' experience in the global coffee industry.

Liam Byrne, concept development manager at the Brewery, said: "Tthe campaign for real coffee is an initiative that will challenge the industry to take a fresh approach to event coffee service."

Guests at the Brewery will have the added luxury of knowing that the coffee they are drinking has been selected to rival coffee offered by coffee shops on the high street. The aim is to make this campaign fun, with a strong underlying message.


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