Fleurieu Peninsula Barista Challenge 2005
The Fleurieu Peninsula Barista Challenge 2005 is a tourism branding and positioning event. It seeks to leverage off the growing profile of the region as an indulgent holiday destination.
Espresso bars are developing in every town and the Barista Challenge seeks to move the consumer's recognition of the Fleurieu Peninsula as synonymous with the finer things in life - exceptional wine, fine regional dining and the little extras that represent an increasingly important part of this experience – great coffee.
Nominations will be called in July from the estimated 150 espresso serving cafes and restaurants across the region to put their coffee-making skills to the test. Judged first in a People’s Choice ballot run over the first ten weeks of Spring, and then in a knock-out series of formal heats assessed by professional coffee judges towards the end of November.
Through an extensive and strategic media campaign, the People’s Choice component of the Event is mainstream tourism. It draws the target market into the Fleurieu Peninsula and into the coffee shops, and against publicly distributed judging criteria, will enable them to use mobile phone-based SMS technology to register their vote for the best coffee-maker – the best Barista.
A formal round of Barista judging will occur 29 and 30 November that will have finalists, assessed on the number of People’s Choice votes received, undergoing stringent examination of their coffee-making techniques to decide who and where the Best Espresso, Best Cappuccino, Best Espresso-based 'Signature' (non-alcoholic) coffee and overall Barista Champion will be decided. The Awards will be presented on the evening of Wednesday 30 November 2005.
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