the magazine that’s all about you

TM

Barista secrets

A new world of coffee

Pope saves coffee

An interview withPeter Hernou

WIN

TE

R

| 2

012

Coffee is the new wine

Be a connoisseur of coffee

MAIN FEATURE

Caffè Impresso is a luxury brand created, blended and delivered for those who

deserve the very best from life ... You ! And we’ve created Mi™ – our on-line lifestyle magazine – to bring you features and stories from across the globe that we feel will be of interest to your discerning taste, and which could provide yousome tidbits of information that might make you raise your eyebrows, or help you enjoy your lifestyle.

This issues’ feature article is titled: “Coffee is the new wine – Here’s how you taste it” (courtesy of America’s NPR radio). We thought it’d be a perfect accompaniment to the connoisseur and sommelier guide on every Caffè Impresso package, and a fun way to help you to enhance your degustation skills. And we interview Peter Hernou, an award winning international Barista champion from Belgium, who has authored a new book ‘Latte Arte’; find out

what motivates him, what his favourite coffee is, and more.

Additionally you’ll find some rather unique coffee recipes that our editorial team and Caffè Impresso’s management have discovered in their worldly travels ... and some little bits of history and little known lore from the fascinating world of coffee.

Your Lifestyle is not all about coffee, and neither is Mi™.Mi™ means ‘ME’ in Italian. And it’s a reversal of the first two letters of iMpresso. See? Its not all about us ... we’ve turned it around to be about YOU!

We hope you’ll enjoy reading through Mi™ on a regular basis, either online, or we’ll send you a copy by email each time Mi™ is published. And we welcome your feedback, comments and contributions too: get in touch with editor@caffeimpresso.com

Not Just Coffee

feAtuRe Coffee is the new wine. Here’s how you taste it

eMPResso

Impresso lifestyle — for her

INDuLGe A roundup of places and products you might like to try

Mi!Personal pleasures — coffee or otherwise

ReALIZeKnowledge is power

exPRessSip sized information from the world of coffee

GAstRoNoMé This issue: Curry Latte and espresso Martini

OurregularMi™Sections INTHISISSUE

WelcometoCaffeImpresso’snewLifestyleMagazine 3

5

8

11

18

20

21

22

feAtuRe

COffEE IS THE NEW WINE. HERE’S HOW YOU TASTE IT.

By Allison Aubrey

Caffè Impresso provides a coffee sommelier guide paralleling coffee and wine taste profiles on each of its boxes. Specialty roasters increasingly are working directly with coffee growers around the world to produce coffees as varied in taste as wines.

They’re teaching their clientele to appreciate the subtle characteristics of brews by bringing cupping, an age-old ritual once limited to coffee insiders, to the coffee-sipping masses.

This month, America’s popular NPR (National Public Radio) featured a piece all about the subject. NPR was actually inspired by Caffè Impresso’s own CEO when he was launching a gourmet retail operation in the USA a few years ago! NPR’s piece is repeated here. Check the link to the short video which accompanies it

Thanks NPR! Mi™

The “know your farmer” concept may soon apply to the folks growing your

coffee, too. Increasingly, specialty roasters are working directly with coffee growers around the world to produce coffees as varied in taste as wines. And how are roasters teach-ing their clientele to appreciate the subtle characteristics of brews? By bringing an age- old tasting ritual once limited to coffee insiders to the coffee-sipping masses.

OVERTURE

5

ity. If you listen to my story on All Things Considered, you’ll hear that Artifact is serving CounterCulture Coffee. This trend-setting, North-Carolina-based roaster has forged relationships with coffee growers all over the world. for instance, it’s working with Jorge and Javier Recinos, fourth-generation farm-ers who run one of the first coffee

When we wanted to get in on the coffee “cupping” trend, we headed to Artifact Coffee, a funky new cafe in Baltimore. It was started by Spike Gjerde of Baltimore’s Wood-berry Kitchen, who is doing with coffee what he’s doing with food in his restaurants: sourcing it from small-scale farmers who are com-mitted to sustainability and qual-

Vist the NPR the Salt blog to view the story. Watch it here http://www.npr.org/blogs/thesalt

farms in Guatemala. Peter Giuliano of CounterCulture says creating that one-on-one relationship with growers has led to better coffee.

The Recinos brothers had been selling their beans in bulk, but Giuliano worked with them to dif-ferentiate the best beans. “We came in and said, ‘No, no, no, we want to separate the coffee and pay more for the better stuff,’ “ he says.

He says his customers are clamor-ing for the premium stuff wherever it’s served. Like Intelligentsia, an-other specialty roaster with a simi-lar approach, CounterCulture sells its coffees both online and whole-sale to coffee shops. from Atlanta — where chefs Hugh Acheson and Ryan Smith of Empire State South are introducing customers to CounterCulture’s specialty cof-fee — to Des Moines, where the Mars Café serves up Intelligentsia’s brews, the new wave of coffee is spreading.

Which brings us back to cuppings, where baristas try to help newbies discern the subtle flavors and char-acteristics of various coffees. “Baris-

tas are like the sommeliers of their industry,” explains Artifact Cof-fee’s Gjerde. And he says he thinks more coffee drinkers will start to “appreciate coffee for its individual characteristics, as we do wine.” This artisanal approach is changing the way people think about coffee — “from this anonymous commodity to something that’s personal, direct and special,” says CounterCulture’s Giuliano. In a new venture

with the Specialty Coffee Associa-tion, Giuliano says he’s planning a symposium that he describes as his industry’s equivalent of the Aspen Ideas festival.

So, if you’d like to be a connoisseur of coffee, start studying the roast-ing bags. Increasingly, there’s as much information as you’d find on a wine label. The most recent bag I bought, freshly roasted Stumptown coffee, came with a little tasting card. Online, I can see the exact coordinates of the location of the farm it came from, as well as the elevation (as I explain in my radio story, altitude influences taste), and the varietal of coffee. Happy sipping.

“APPReCIAte Coffee foR Its INDIvIDuAL ChARACteRIstICs,

As we Do wINe.”

7

Leicestershire, england www.ragdalehall.com

eMPResso |Impressolifestyle—forher

Ragdale Hall, located in the beautiful rolling Leicestershire countryside,

combines state-of-the-art facilities with the charm of traditional Victorian architecture to create one of the most luxurious and relaxing health spas in Europe.“You’ll forget about the world when the concierge takes your car keys away from you the moment you drive up to the magnificent front door” said Liesl R., a regular guest who’s virtually “made Ragdale a personal religion” for the past 11 years!

Whether you are looking for total relaxation and pampering or to kick-start a healthier lifestyle, award winning Ragdale Hall is the perfect choice. Their selection of spa days and breaks include something for everyone, so if you’re seeking a romantic getaway, a day out with girlfriends or some truly

world-class me-time, Ragdale Hall really has it all.

With a staff of 50, “the most impeccable customer service thatI’ve ever experienced” continuedLiesl, “an incredible menu,whether you want to eat healthy orindulge yourself to the hilt, and an

unrivalled range of spa treatments to suit every need, there are options for everyone”.Ragdale Hall has won a steady stream of awards over the last ten years, many of which have been voted for by previous guests and readers of leading publications.

“RAGDALe hALL,

tRuLY woRLD CLAss”

RAGDALE HALL

9

eMPResso |Impressolifestyle—forher

“Stop trying to

fit in when you were born to

stand out!”

-Anonymous

RAGDALe hALL, Leicestershire,England

Driving ambition, striking style

LOtUsOriginALs.COM52 regent street, lonDon W1b 5DX

Lotus Originals 05_12_12.indd 1 05/12/2012 15:46

thecicconecollection.com

think outside the shoe box

Latte Arteinallitsluxuryqualityprint,andindulgentcoffeecontent,isavailabletobuyonCaffèImpresso’swebsite.Agreatvalueatjust£30or£26orfindoutmoreaboutthebookathttp://www.artinacup.com/Peter_Hernou/Latte_Arte.html

AN INteRvIew wIth PeteR

heRNou

Author, Latte Arte

The new coffee TABle coffee Book ThAT’s A musT hAve for Any discerning

coffee connoisseur.

We spoke to Peter Hernou about his new book, published in three languages and

about his lifestyle at home in Bruge, Belgium.

INDuLGe |Aroundupofplacesandproductsyoumightliketotry

13

Mi™ What does it take to become the World Latte Art Champion?

Ph: Energy, passion, confidence, vision, the knowledge and the drive to win – along with many months of preparation! A good work ethic is a must and being confident and talkative with the judges also helps!

Mi™ Have you always been passionate about coffee?

Ph: Yes, as far back as I can remember I have always liked coffee and enjoy experimenting with it at home. I like trying out different brewing methods, beans and coffee shops.

Mi™ Have you got any celebrity fans?

Ph: Not really, I have a lot of respect for creative people; I think you have to build your own story in this business!

Mi™ Where does your artistic inspiration come from?

Ph: The urge to create! Things happening around me, meeting other artists, images, all kind of items and other passionate people.

Mi™ Who or what influenced your career choice?

Ph: The love of my wife, Petra, who has been an inspiration to me; her input and advice has been

invaluable. She has given me the belief and confidence to create works of art using coffee.

Mi™ What do you enjoy most about your work?

Ph: Meeting new people who have different visions and are as passionate about coffee as I am – the possibility of growing, evolving,

discovering and experiencing new ideas. I love travelling and passing on my knowledge to others.

Mi™ What has been your most challenging piece of latte art?

Ph: Maybe it’s yet to come! I’m always looking to combine amazing design with great taste – I think I can always do better.

15

Mi™ What’s your signature design?

Ph: Strongly recognisable designs, solid foam and creamy taste, well-defined patterns. Making people happy with a beautiful drink, weather it is in taste or texture or combined with a great latte art.

Mi™ What is your favourite cup of coffee ? and do you ever drink tea, or hot chocolate?

Ph: I enjoy a well-balanced cup of coffee, where everything is just right; I like my coffee to be slightly spicy with no additional flavours or sweet items added. But, I also like a well prepared, flavourful and textured latte – depending on how I’m feeling! I love home-made Ginger tea and Cécémel Chocolate drink either hot or cold.

Mi™ What challenges are you looking forward to next year?

Ph: I’m looking forward to developing some new creations next year and continuing to write articles on coffee – which I hope our coffee lovers will appreciate! We’ve got some great new projects

in the pipeline and I hope 2013 will be a good year for everyone.

Mi™ Do you have one piece of advice for aspiring baristas?

Ph: Yes, simple – love your job and believe in your skills! Listen to experienced people but follow your heart.

Mi™ What has been the highlight of your career so far?

Ph: This year the Championships were a great highlight along with my first visit to a coffee plantation! I’m fortunate to be able to travel the globe with my work, to keep on discovering.

Mi™ When visiting the UK, where do you enjoy going for coffee?

Ph: I enjoy going to places where people make me feel welcome and where the atmosphere of the shop is in harmony.

Mi™ What’s your favourite place in the world to drink coffee?

Ph: As I discovered only recently,

you can’t beat drinking coffee on a coffee plantation! There are also two places in Japan which serve amazing coffee – one is a very pretty place run by an enthusiastic barista, the other an old bar where they only serve filtered coffee!

Mi™ Have you ever made coffee in an unusual place?

Ph: Yes! I once made coffee in the middle of a dance party next to a 5-star swimming pool, surrounded by party-goers – great vibe. I’ve also made coffee on a coffee plantation during a monsoon!

Mi™ Do you ever use flavourings like Amaretto, vanilla, orange … etc. in your coffees?

Ph: Very rarely and usually only when a customer specifically asks for it. More so when creating recipes for chains and coffee shops, but it’s not something I would normally do.

Latte Arte by

Peter HernouA beatiful hardbacked book containing 144 glossy pages of stunning photography and

insightful words from an award-winning latte art barista. The last word in coffee table books.

Now available to buy on the Caffè Impresso website priced £30

NovIKov | Restaurant & Bar50A Berkeley St, Mayfair, London

Don’t go to Novikov if you want a quiet business conversation and the

ability to concentrate ! The music is too loud and all the guys and girls

(that’s customers AND staff) are far too beautiful for you to be able to

maintain a decent level of concentration for too long ! But if you want

great food: they have both an Asian AND an Italian restaurant. If you

want great ambience, well it’s there in spades. And if you want to be

where London’s beautiful people are, then take along a group of stylish

friends, your Black AMEX card, and your best ‘snappy cas’ outfit to this

hopping Mayfair address and enjoy great tasting food and impeccable

customer service. You’ll be there!

Mi! |Personalpleasures—coffeeorotherwise

Spot-o-ccino

They look pretty, as long as the chocolate isn’t full of sugar so it dissolves the

froth away ! But did you know the concept of chocolate sprinkles atop a cappuccino was originally invent-ed to disguise the taste of burned milk before commercial espresso machines had the temperature controls they do today!

Sprinkling chocolate powder on your cappuccino seems to have become an automatic function of the barista in most espresso bars and restaurants these days. You have to ask specifically NOT to have sprinkles on your froth if you want to appreciate your coffee. But if you do enjoy a touch of the cocoa flavour as many of us do, try your chocolate sprinkles the Italian way: After you have poured your favourite Caffè Impresso espresso, sprinkle a little chocolate powder straight onto the crema in the bottom of the cup, then top with

steamed and frothed milk, using the ‘wet pour’ technique, rather than the Starbucks ‘spoon on the froth as high as possible’ also known as the ‘dry pour’ technique. Your cappuccino will come up to the top of your cup with a natural

pattern like leopard skin. A subtle taste as the chocolate flavours have been better activated by the heat of the coffee, and a really sexy looking finish to your gourmet drink. (you can ask your barista or wait-person to pour your cappuccino this way too – after all: it’s all about you !)

“ Tryyourchocolate

sprinklestheItalianway”

19

ReALIZe |Knowledgeispower

ReALIZe aimstodeliveraseriesof‘demitasses’ofcoffeeknowledge:smallintensestoriesfromthewideworldofthecoffeebean,soyoucanimpressyourdinnerguestswithyourknowledge!

Forexample,did you know ... ? Ifitwasn’tforthePope,coffeeneverwouldhavebecomethemostpopularbeverageconsumedaroundtheworld*.

“ Thebiggestluxuryintheworldrightnowisknowledge”

- Celebrity Chef — Jamie Oliver MBE, on BBC Radio 2 with Zoe Ball

September 28th 2012

Coffee’s popularity first spread across Europe after being brought back by intrepid adventurers from its source in the Middle East 500 years ago. Europe’s Catholics, concerned that this strong,

hot, stimulating and addictive black liquid must be “an instrument of the Moorish barbarians” lobbied the Pope to condemn the beverage as un-Christian.

Roman Catholicism was then the most respected superpower in Europe, and such a ban would have spelt the death for coffees’ continued market penetration, and its subsequent proliferation in the western world. But the Pope was great friends with france’s Emperor Louis XIV, who was a huge fan of the coffee that french explorers were bringing back to him from their travels. And the Pope had frequently enjoyed cups of the stuff after dinner with the Emperor. So he blessed it rather than banned it! The rest, as they say, is history.

POPE SAVES COffEE

exPRess |Sipsizedinformationfromtheworldofcoffee

coffee is one of the worlds great absorbents. Opening a bag of fresh coffee for a few

hours is the best way to clear the morning after smells of a good party from your living

room. But if you leave coffee open in the fridge it will absorb the aromas of anything else

in the fridge. So if your cooler contains bacon or you have refrigerated half a left-over

pizza, expect your coffee to take on their flavours. Not necessarily the best way to create

your ‘breakfast blend’ with bacon flavoured beans?

POPE SAVES COffEE

Coffee is the largest

commodity consumed by

humans in the world. You might

have thought that accolade

would go to a staple food such

as wheat or corn, but with no

political or religious restrictions

to its consumption, the coffee

commodity is second (by

volume) only to oil, which is

not nearly as tasty!

21

GAstRoNoMé |Inthisissue:CurryLatteandEspressoMartini

‘THE GALLOPING MAJOR’CURRY LATTEGrinders Gourmet Coffees

ESPRESSO MARTININolias 11 — Malay french Restaurant. Southbank, London

Yes! Curry flavoured Caffè latte! It’s much more lovely than it sounds. Created in 1998 from a suggestion by one of Grinders regular customers, his inspiration was a classic British Empire officer from the Maharaja.

Inatall(12oz)glass

-PouradoubleshotofyourfavouriteCaffèImpresso(werecommendMilanoforthisrecipe)

-Thenaddhalfashot-glassofCinnamonflavouringsyrup(werecommendMonin)

-Atablespoonfullofpremiumqualitychocolatepowder–stirtogethergently

A hot and cold kinetic extravaganza, strained into a chilled coupe glass beneath three coffee beans for health, wealth and friendship. The original Espresso Martini was created in Soho, London in the mid 1990’s. A Soho creation lives on in Southbank! It’s really simple to make and really subtle to taste.

-MixashotofKetelOneVodka,ashotofMexicanKahluacoffeeliqueur,andashotofCaffè

GAstRoNoMé |Inthisissue:CurryLatteandEspressoMartini

‘THE GALLOPING MAJOR’CURRY LATTEGrinders Gourmet Coffees

ESPRESSO MARTININolias 11 — Malay french Restaurant. Southbank, London

-Steamyourmilkasforalatteandpourover

-Thensprinkleapinchofmildmadrascurrypowderoverthemilkfroth(totaste)

TheMaharajanaromahitsyourolfactorysensesbeforeyourpalate,butwhenyoustirthewholedrinktogetheryou’llbetrulyamazedathowgreattheGallopingMajortastes.

Impresso(ForzaRomawilladdpowertothedrink,whereItalianowillgiveitasoftmochalikeattribute)inacocktailshakerwithalittlebitofshavedice

-Shakevigorously,andpourintomartiniglass(orifyoucanfindthem,aspecialcoffeecuponawineglassstemastheyuseinNolia’s)

-Topwith3wholeroastedcoffeebeansandserve

23

PURE INDULgENCEINTRODUCINg A NEW RANgE OF NESPRESSO® COMPATIBLE CAPSULES – gIVINg YOU THE CHOICES YOU DESERVE

caffeimpresso.com

Italian roasted blends

The coffee in our capsules is roasted in Italy, the home of style.

They will work seamlessly in your Nespresso machine, producing

the perfect cup of espresso time and again. Visit our website to

begin your own indulgence.