7. Coffee Connoisseurs

In a region built on a rich coffee drinking heritage, it is perhaps unsurprising that coffee connoisseurism continues to lead beverage trends in 2014.

Consumers are demanding quality and seeking out luxury products. The region’s outlets have responded by introducing high-end products like Geisha and Kopi Luwak to their menus, providing the most exclusive caffeine fix.

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“Coffee quality has certainly improved at a rapid pace recently,” explained Coffee Planet roast master Matt Wade. “This is mainly due to farmers improving their systems from growing to milling, and consumers are becoming more knowledgeable about what they want, hence the demand for better quality and a wider variety of coffees.

“For example, Geisha is a new coffee that is popular amongst trendy baristas. Priced at around US $170 per pound, this very low-yielding coffee tastes entirely different to other coffees and was actually auctioned privately by the growers because of the massive demand from the market for its unique flavours.”

This emerging demand for luxury coffee is also behind the introduction of Kopi Luwak at Icons Coffee Couture, a new lifestyle coffee shop that recently opened its doors at Souk Al Bahar, Dubai.

“Nowadays, coffee can be compared to wine,” explained CEO and founder Elena Weber.

“There is a dizzying array of flavours and prices, and a growing number of coffee connoisseurs able to value these gourmet options. We can see this happening in other restaurants and clubs — especially here in Dubai where luxury is always a dominant driver.”

The search for new and exclusive coffee flavours has fuelled growth in a new breed of micro roasters, bringing together new blends from previously under-capitalised sources and roasting them in different styles.

Marco Beverage System’s Burke explains: “Increased competition is driving roasters to look for their niche and this in turn is leading to more extravagant coffees.”

He continued: “A lot of roasters have started using Yirgacheffe coffee from Ethiopia. The sweet flavours and aromas of Yirgacheffe coffee are its strongest asset along with a medium to light body. Its spicy and fragrant with a slightly chocolatey or nutty quality. It is often used in iced coffee because of its notes of citrus and tangerine.”

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