Create your own coffee "Sundae Style"? Illy Issimo Authenticity Lounge

by Chee Leng
(Singapore)

Some time back I wrote about an espresso created using coconut, so exotic, now you can do something similar.

This year at the Food Network Wine & Food Festival hosted in New York, illy allows all its visitors to create an espresso using up to 20 different and sophisticated ingredients.

Helping them create the guest create and make this special espresso is illy's Master Barista Giogio Milos.

Giogio Milos is a Specialty Coffee Association of Europe Certified barista and a winner at the World Barista Championships. In short, he is experienced and he would be sharing that during this time.

He is sharing it in "Be your own Barista" classes where participants will learn:

-Origins, bean agronomy and chemistry
-how to prepare a cafe quality espresso at home
-components and techniques to steam milk to prepare many espresso drinks such as cappuccino, lattes etc.

Personally, I think this network other than promoting espresso and coffee, would be doing the job of generating the awareness of issimo.

So far, after a massive launch issimo have been pretty quiet. Issimo, is the can also known as Ready To drink (RTD) coffee created jointly by Coca Cola and illy.

Currently, the market leader is still Nescafe and issimo is not making an impact on the market share, perhaps this network with Giogio Milos will generate more awareness for it...