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Award for the best coffee experience

Press release   •   Mar 28, 2012 08:00 UTC

The yearly White Guide gala is coming up. At the gala, the well-known restaurant guide with Sweden's best restaurants is launched. The very best ones are awarded. Except prizes for restaurant and food experience of the year in different categories, there will also be an award for best coffee experience of the year. 

- The time when the coffee at restaurants was just coffee after dinner is long gone. Today, it is all about creating the perfect coffee experience. At several of our top restaurants, the special coffee menus are an important part of the total experience concept of the restaurant, says Mikael Mölstad, CEO at White Guide.

And the nominees are
The nominees for Coffee Experience of the Year are Bastard in Malmö, Fäviken Magasinet in Åre, Lux in Stockholm and Thörnströms Kök in Göteborg. The award is presented in cooperation with Löfbergs Lila that recently educated its entire sales staff to certified brewmasters. 

- It is great to see that more restaurants discover that coffee itself is an experience. With this award and a number of other contributions, we want to make more people realize that coffee, just like wine, is a scent and taste experience that heightens the experience of the entire meal, says Leif Sjöblom, marketing manager at Löfbergs Lila. 

Among the new taste experiences, we find the traditional drip brewing that has taken its place on the dinner table. This is regular filter brewing with a funnel. The difference is that each cup of coffee is brewed individually and many times directly at the table in front of the guest. The guest can choose the coffee he/she wants to enjoy.

For more information:
Mikael Mölstad, CEO, White Guides AB, telephone: +46 (0)70-727 21 22
Leif Sjöblom, Marketing Manager, Löfbergs Lila, telephone: +46 (0) 54-14 01 42

Löfbergs Lila is one of the largest family-owned coffee roasters in the Nordic countries. The company has 280 employees and a turnover of SEK 1.5 billion. The head office is situated in Karlstad, Sweden and the company has its own roasting-houses in Sweden, Norway, Denmark and Latvia. Löfbergs Lila was founded in 1906 and is today one of the world's largest importers of ecological and Fairtrade labelled coffee. Löfbergs Lila also owns the tea brand Kobbs. www.lofbergslila.se

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