Who's Serving You That Daily Cup of Joe?

Survey Reveals Americans Differ Widely on the Answer:

Barista, Barrister, Bartender, Burrito Lover, Among the Responses

MEDFORD, Mass., April 24 /PRNewswire/ -- Few can argue that the
American coffee culture is more sophisticated than ever. From Macchiatos
and Lattes, to a Cafe Mocha or Espresso con Panna, espresso drinks have
become commonplace. That said, the robust vocabulary associated with this
high- energy movement might not yet have caught up with the trend.

A recent online survey conducted by Krups, the coffee experts and
sponsors of the upcoming 2007 United States Barista Championship, revealed
some interesting results. A national sample of 2,000 Americans* were asked,
"What is a Barista?" Out of the five possible responses they were provided,
approximately 1/3 of the coffee crazed Americans did indeed know that it is
a barista who prepares and serves that cup of joe every morning.

As for the rest of the country, the results to the question "what is a
barista?" were a bit more colorful:
-- 11% reported it was a lawyer from England
-- 7% thought it was someone who prepares alcoholic beverages
-- 6% said it was a fashionable garment
-- 1% reported that it was a person who loves burritos
-- 41% said they did not know

Coffee loving Americans will have their chance to consume vast amounts
of knowledge about baristas at the United States Barista Championship, held
in Long Beach, California, May 4-7. Krups will host the Championship for
the third consecutive year.

Baristas from across the country will compete in a variety of events in
hopes of becoming the 2007 US Barista Champion. Challengers will race
through a maze of judges and photographers while maintaining composure as
they prepare and serve four coffee drinks including an original signature
creation within a 15-minute timeframe. Judges will focus on station
cleanliness, taste, beverage presentation, technical skills and total
impression. The winner will receive a trophy, $1,000 cash and an
all-expense paid trip from his or her hometown to the World Barista
Championship in Tokyo, Japan. The top three finalists will go on to the
World Championship held July 31 - August 2, 2007.

As the coffee experts, Krups endeavors to assist the at-home barista
master the art of preparing the perfect cup of coffee, espresso, cappuccino
-- with the right machine and a few easy tips, anybody can be a barista!

For more information about Krups and Krups products, please visit
krupsusa.com

For more information about the Specialty Coffee Association or the
upcoming United States Barista Championship, please visit scaa.org

* Survey respondents balanced by age, gender and region. Survey
conducted
by Boston-based, Guideline Research.


SOURCE: Krups