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Allegra Events to Debut ‘Coffee Masters’ Skills Competition at London Coffee Festival

photo courtesy of Allegra Events

photo courtesy of Allegra Events

London-based Allegra Events has created a new comprehensive skills competition format, called Coffee Masters, for the 2015 London Coffee Festival.

The production company says the event is designed as a “fast-paced, multi-disciplinary competition” that over the course of three days will showcase 16 baristas in a knock-out tournament-style format including cupping, brewing, latte art, an “order challenge,” a signature drink challenge and an espresso blend challenge.

(related: The 2015 U.S. Coffee Championships is Taking its Talents to Long Beach)

A panel of coffee professionals will do the judging and the winner will be anointed as a “Coffee Master,” taking home €5,000. Allegra Group CEO Jeffrey Young says the competition has been established to provide a “fresh and unique opportunity to raise the profile of our fast-growing coffee industry.”

Allegra has been working closely with the London creative coffee consultancy DunneFrankowski to design the competition. Baristas will be able to enter the competition beginning Oct. 1 by submitting a 1-minute video presenting a signature drink, as well as answering the question ‘What makes you a Coffee Master?’

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The London Coffee Festival is scheduled for April 30 to May 3 at the Old Truman Brewery on Brick Lane, London. As it was last year, the event will be held in coordination with the Allegra-sponsored Milk & Sugar, a show featuring lifestyle brands in the fashion and food segments.