World Monitor Magazine, Economy WM_April 2019 web version (2) - Page 45

Life style technical devices are appearing with increasing ease that give space to experiments: the funnel "Hario", Kemeks, aeropress and other such machines. Making coffee at home is still a bit of a challenge, but now it's a dream that can come true. It is rather difficult to predict any global trends in the development of coffee culture because traditionally most of the changes are due to the emergence of new technological solutions and innovative equipment. For example, the scale of the revolution produced by the invention of an espresso machine is difficult to overestimate. In terms of coffee trends, Moscow is a fairly progressive city. “The community of professionals in this field is people who actively and constantly exchange experience, including at various international events, so we are not far behind the rest of the world,” says Dmitry Korsakov, barista trainer at Paulig. “For the past couple of years, almost simultaneously with foreign coffee men, we were covered with waves of popularity of cold brew (which is coffee brewed at low temperatures for many hours), and then nitro coffee (cold brewed coffee, saturated with nitrogen). And now real connoisseurs in a cafe order an espresso set – a combo of espresso and cappuccino, which allows them to fully appreciate the skill of the barista.” These trends will not leave us in the next few years, but will only proceed to develop. For example, cold brew intermarried with lemonade, tonic, and with all sorts of sweet additives, becoming the basis for rather exotic cocktails. Popularity will gain new trends. Among them, to-go coffee is a format of cold coffee in a bottle or jar, which can be bought ready-made in a store, cafe or vending machine with minimal time. Experts also predict a trend of coffee fashion in the direction of a growing army of adherents of lactose-free nutrition. For them, the list of milk replacements for products of plant origin will be maximized: here both oats and soybeans, and almonds with rice, and cashews with macadamia – in general, no grains or nuts will be exempt. Connoisseurs of spirits, too, have something to expect – one named “espresso martini” caresses the ear! Coffee consumption in other world capitals differs significantly from Moscow by at least quantity – for example, 1.6 kg per year per Russian consumer versus 4.5 kg in the USA or 12 kg in Finland. There is a significant difference in relation to this drink and in the habits of its consumption. For example, New Yorkers perceive coffee as a fuel for ambition, allowing them to actively conquer a huge uncompromising city, where success is everything. Hence, a great love for light roast filtered coffee, which, if desired, you can drink a couple of litres per day. Light roast is respected in Scandinavia , but the attitude towards coffee is quite different there. Coffee is a reason to meet with friends or not go anywhere at all and dedicate the evening to pleasant idleness and almost meditation over a fragrant cup. Coffee is an integral part of the notorious Hyugge (Denmark), and its analogues: Fike (Sweden) and Figge (Finland). I t is the Scandinavians, not the French or Italians – a who are the leaders in the consumption of coffee. Perhaps, not least because with their climate coffee is not at all to stretch, but a true necessity. Londonders, traditionally tea fans, consider coffee an attribute of the image of a successful person , so the main concentration of high-quality coffee shops can be found in the business district of the city. Parisians do not tolerate hustle and bustle, but rather appreciate moments of pleasure and sacredly honor the morning tradition: croissant plus a very dark roast coffee with milk. And the Italians prefer to drink their espresso fast right at the bar. Then there’s the active coffee culture in Australia. This is generally the only developed country that can boast that it grows and consumes its own coffee, and of the highest quality – for example, the famous and expensive variety "Skyberry". Australian coffee trends quite often go beyond the continent and become an international event. A bright example is the flat white and long black, which are already popular all over the world, sinvented by Australians. supported by EUROBAK 43