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Löfberg's new café will attract coffee enthusiasts from all of Sweden

Press Release   •   Sep 01, 2011 08:47 GMT

A place where you can learn how to drink coffee in a completely new way at the same time as you can see straight into production. This will be reality when Löfbergs Lila on September 2 opens the newest tourist attraction in Karlstad on the ground floor of their headquarters. 

Those of you who thirst for knowledge about coffee should go to Rosteriet on the glazed ground floor of Löfbergs Lila's headquarters. The unique thing about the new café at Löfbergs Lila is that the guests will get the opportunity to put their taste buds to the test. By exploring different roasts and combinations of beans, it is possible for each and everyone to find their own favourite.

- This is what we are passionate about and we finally get to share our love for coffee. We want to make it easy for people to enjoy the best quality of the coffee. At each visit, you can learn something new about different roasts, origins, blends and ways of preparations, says Kathrine Löfberg, director of communications.

Certainly, all tea enthusiasts will also get their fill. They can choose between white, red, green and black teas from all over the world, all with different seasonings and ingredients.

For those who thirst for knowledge
The average Swede drinks an average of 3.2 cups of coffee every day. Next after Finland, that is the highest average in the world. And Swedes choose their coffee, the dosage and the method of preparation by force of habit.

- We want to offer hints on how to improve the experience. It might be as simple as trying a whole new kind of coffee. Or you might want to break new ground with a coffee grinder and some whole beans or with an exclusive blend that cannot be found in the usual shelf of the store. As a guest you will find everything from take away to specialty coffee for the price of more than SEK 100 per cup, says Kathrine Löfberg.

The town of coffee
Together with their cups of coffee or tea, the visitors will be able to buy chocolate and bread from local suppliers. The guests will also have the possibility to buy almost everything the café has to offer: coffee beans and grinders as well as trays and mugs. 

- With this investment, Karlstad has a great chance to strengthen its position as the town of coffee in Sweden. At the same time as we attract tourists, the inhabitants of Karlstad have the opportunity to become real coffee experts, says Kathrine Löfberg.

Of course, there will be a new kind of coffee for the opening of the café.

- The opening coffee will be a lovely Brazilian coffee; a blend made of the three coffees that were top 3 in a quality competion in the country of origin. The coffee has an evident sweetness, fullness and a buttery chocolate flavour. We hope that a lot of people show up, both for the opening on September 2 and for a long time ahead, Kathrine Löfberg says.

For more information, please contact:
Kathrine Löfberg, Director of Communications, Löfbergs Lila, +46 (0) 54-14 01 42



The purple coffee school

The taste for coffee is very individual and can vary a lot depending on where, when and how the coffee is drunk. That is why it is best to feel your way with ways of preparation, roasts and blends to find the coffee that suits you best.

Blends and beans
The most common thing is that we drink blends of different beans with different qualities. The sun-dried Brazilian Santos coffee has a mild flavour and is great as a base in the coffee blend. To get more aroma and acidity, you often supplement with a "washed coffee" from South and Central America as well as East Africa.

A newer trend is to drink a so-called single origin. This means that the beans are from a specific region or even from one single coffee farm.  This kind of coffee is called specialty coffee and is more exclusive.

Grinding and method of preparation
Different methods of preparation require different grinding degrees. Choose the right grinding degree to get out all the aromas and get the best flavour of your coffee.

  • Espresso - finest grinding
  • Fine-grind coffee/filter coffee - finely ground coffee
  • Presso coffee maker and percolator - coarser grinding
  • Boil coffee - really coarse grinding

To grind your own coffee will give another dimension to the moment and you will get more flavours and aromas. Feel your way to the right settings on your grinder.

Dosage and roasting
A good aim is to have a measurement for coffee (6-8 grams) or a heaped tablespoon per cup (1.5 dl) of water. If you want a stronger coffee, rather choose a darker roast than increasing the dosage. 

Water quality
The water in your coffee will affect the taste. Hard water generally requires a darker roast, and vice versa. Also make sure to always use fresh, cold water.

Ground coffee beans are sensitive. If the bag is open, the fine aromas are quickly destroyed. Always keep the coffee in the original packaging and keep it in a well-fitted pot in the fridge.

Coffee should brew at high temperature to make sure all flavours are released. The water should preferably be 92-96° C. If you have a brewer with too low effect, it is better to boil the water and pour it over the coffee through a filter funnel.

Time for brewing
The ground beans have to be prepared for 5-6 minutes to get the right strength of the coffee. A shorter time can give a weak coffee and too long time may result in an acrid and bitter coffee. You will get the best result when you brew 6-8 cups.

Keeping the heat
Coffee that is re-heated or kept warm for too long in the brewer can easily be acrid. To keep the great taste of the coffee, it is better to pour it into a Thermos.

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.

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