The stage that Soyuz Coffee Roasting set in 2012,
however, had been tweaked a bit. There was more animation, more reveling. Yes, the music was louder and the party was superior, but so was the intent to spend a little extra time talking about coffee with the customers, communicating specialty, and making the experience a memorable one. To introduce a new product is one thing; what Soyuz has
done is to wow a largely untenable audience with a product they are familiar with, but have never given much thought to. And they have succeeded. Winding down in the tent at a quarter past 8 one
evening, Drago whipped out his phone to show me a photo. It was Stefanos, from a photo from the 2011 event, smiling at the camera as he simultaneously entertained the crowd and handed off cappuccinos, with the Soyuz logo emblazoned at the bottom. The photo had been blown up to billboard size—three stories high—and was plastered across a major grocery store in St. Petersburg. It was one of several that Soyuz recently debuted in key markets throughout Russia. When he showed it to me, I gasped in awe, and the
baristas—Raul, Alejandro, Monika, Francesco, and Daniel (as Team Two had yet to arrive) rushed to get a peek. Alejandro, Monika and Francesco—all of whom participated in the Specialty Coffee Show in 2011—were particularly floored. They recalled all too well what they were up against serving specialty coffee to the Russian masses last year, how difficult it was. That the company has gained such footing in what can no one would deny is a tremendously challenging market, is remarkable. But that Soyuz chose to undertake the trial using champion baristas as the messengers was really nothing less
RENEW TODAY!
DON't MISS AN ISSUE! www.baristamagazine.com
www.baristamagazine.com 37
OCTOBER +Ê "6 ,ÊÓä£ÓÊUÊ6" 1 ÊnÉ --1 Ê{
MARCUS BONI
MASTER OF CEREMONIES POS 2.0
THE MACHINES FROM MARCHE
GOING GREEN IN YOUR CAFE