When Starbucks announced its first Global Barista Championship, many people wondered how 12 partners from around the globe would showcase their skills, passion, and creativity in the highly competitive contest. During Day 1, the true story that emerged from the days’ activities created a lasting connection.
From its signature green color to a logo known around the globe, Starbucks is more than a local coffeehouse. That sense of community can be found across the world. People know no matter where they are, that favorite Starbucks drink is waiting.
Coffee drinkers have perfected their signature order, curated their beverages based on the season, and otherwise become fully entranced by the Starbucks connection. Anticipation builds for the next menu item or people long for the return a classic favorite. In all those moments, one aspect remains. Starbucks is more than just coffee.
During the first Global Barista Championship in Las Vegas, the 12 competitors are tasked with showcasing their knowledge. It is more than proving they have honed their coffee tasting palate or mastered their stunning latte art. The real reason why they have soared to the best in their field is that they have cultivated a love of storytelling that is brewed in every cup.
The 12 semi-finalists are putting on a show for both partners at the Leadership Experience in Las Vegas and for YouTube viewers. On the first day, they competed in both a coffee tasting round as well as a storytelling component. Even with the diversity presented on stage, one aspect connected them all, their passion for sharing the stories behind the coffee that they serve.
For the first competition, the 12 baristas faced a blind coffee tasting. While sommeliers can parse terroir and vintages, coffee is equally as complex with its flavor profiles. From the beans’ wash to the particular blending, the fruity, nutty, and sweet flavors are more than the sum of their parts. It is a testament to the past, present, and future.
As each barista slurped, pondered, and decided the coffees in the blind tasting, the most impressive part was not their ability to recall all the intricacies of each blend. It was the participants who weave a personal connection into that description.
From relating a flavor to a particular style of music to recalling personal stories about parents’ influence on their preferences, the moment proved that Starbucks coffee has a deeper connection. For example, Sumayya recalled favorite foods or scenarios where she enjoys each coffee. Again, it was brewed with a purpose and cultivated with love.
The coffee tasting portion of the competition was more than just an erudite showcase of a master taster’s ability to showcase their knowledge. When the facts were peeled away, the moment was a celebration of the why Starbucks coffee resonates with so many people. Flavor creates a memory that does not disappear when the cup is empty.
For the storytelling portion, those moments were where the baristas were able to make a broader connection. While chefs often state that food is the common connector, both the plate and the glass have equal opportunities to make that bond.
After spinning the wheel, each barista had to present their selected coffee while incorporating that theme. From sustainability to farmer support, it was not a professor giving a lecture. Rather, it was a friends sitting down to have a moment of personal connection.
Sebastian brought the crowd to tears with his ode to this mom and connected it to the Peruvian coffee. The love, support, and nurturing that happens in his home is similar to the determination and conviction of the women who are responsible for bringing that coffee to a larger audience.
As the baristas head into the second day of competition, one aspect to the Global Barista Championship is clear. Starbucks coffee is more than a caffeine fix, part of the daily routine, or even morning mantra. The reality is that every cup tells a story. What will your say about you?