Lavazza, the Italian coffee company has signed up as an exhibitor for European Coffee, Tea & Soft Drinks Expo, the professional trade show devoted to coffee, tea and soft beverages to be held on May 21 and 22 at London’s Olympia.

In addition to exhibiting at the show, Lavazza is the official coffee sponsor for the Barista Masterclasses, a new feature that will demonstrate the talents of inspiring baristas.  Lavazza is joining existing sponsors Brita Professional and Victoria Arduino and is the only coffee sponsor of the Barista Masterclasses.

Jacopo Ubaldi, Away From Home marketing manager, Lavazza said: “We are delighted to be involved in an initiative that celebrates the talents of the stars of the industry, all at the top of their game.  We thought it was a unique opportunity to support an event that is giving Baristas a platform to express themselves by demonstrating the skill, technique and creative flair that has established them at the top of their profession.  We will also be serving a wide range of coffees from our stand and are excited to be showcasing the breadth of coffee we provide, particularly our Barista quality lines.”

The Barista Masterclasses will not only provide visitors with a refresh on the fundamentals but also keep them up to date with the latest trends, educating and inspiring the coffee business community about the importance of being able to make great coffee and also serve it in the most conducive way to the discerning customer of today.

Annie Swift, managing director, European Coffee, Tea & Soft Drinks Expo said: “To have such a prestigious company as Lavazza back the show is testament to the excitement that the show is creating in the hospitality industry.  The Barista Masterclass is just one of four exciting new features launching at the 2019 show that will provide our visitors with an even more compelling reason to come along.  This is an unmissable chance to see the best Baristas in the world showcase their abilities.  This will be a draw for experienced Baristas looking for inspiration, together with business owners and managers.”

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