Giesen Coffee Roasters

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Event report: Hotelex Shanghai 2017

Hotelex Shangha 2017 i is one of the biggest and longest-running hospitality trade shows in Asia. It attracts over 100,000 attendees annually, and features an incredible array of various service industries. All of this takes place in over a dozen halls of exhibitions, booths and competitions.

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Cafe Expo is the hall at Hotelex dedicated to the global coffee market. This is where we proudly displayed our WPG1 sample roaster, W6A Coffee Roaster and W15A Coffee Roaster.

Last year Cafe Expo hosted various events, including the Coffee Roasting Championships organised by WCE (World Coffee Events). WCE was excited to return along with champions and finalists from the Coffee Roasting Championship for the All-Stars Sensory experience in 2017.

The participants’ list included:

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All-Stars Sensory

The All-Stars Sensory event at Hotelex Shanghai 2017 was geared towards engaging audience demonstrations with competitors. This was facilitated by a new sensory experience room where attendees explored coffee perception and the flavor wheel hands on.

The competitors who took part in the All-Stars programs consistently report that meeting fans in person and demonstrating their skills are the most memorable and rewarding experiences for them. Getting to meet the champions is a memoraunspecifiedble experience for many attendees, and always popular on social media.

Looking forward

The All-Stars Sensory Experience is a first glimpse of the World Roasting Championship that will take place in Guangzhou in December 2017. In this three-stage contest, participants are judged on their performance evaluating the quality of green coffee, developing a roast profile that most accurately accentuates the desirable flavour of that coffee and, finally the cup quality of coffees roasted. This year our very own Giesen W6A Coffee Roaster will serve as the contest model.


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More information

Do you want to learn more about the World Roasting Championship? Check out this website for everything you want to know.

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