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.
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