LONG BEACH, Calif. - (Business Wire) Intelligentsia Coffee & Tea, with coffee roasting and retailing locations in Los Angeles, CA, will host the Western Regional Barista Championship (WRBC), January 23-25, 2009 at The Spring Art Tower, 435 S. Spring Street #200, Los Angeles (www.springstreettower.com).

The competition rewards demonstrated excellence in the art and skill of preparing and serving espresso. Entrants must make 12 beverages, including four espressos, four cappuccinos and four original signature drinks of their own creation within 15 minutes in front of a panel of accomplished industry judges. Competitors are judged on taste, beverage presentation, technical skills, station cleanliness and overall impression.

“With the arrival of Intelligentsia and others, Los Angeles has begun to see the emergence of a real coffee culture over the last few years,” said Ric Rhinehart, Executive Director of the Specialty Coffee Association of America (SCAA). “It is the perfect place for a barista competition and we are excited to have Intelligentsia hosting the event.”

Doug Zell, CEO of Intelligentsia Coffee & Tea, said, “Los Angeles has been very good to Intelligentsia and we look forward to saying thank you through this event while we also celebrate the opening of our new Venice store and welcome the coffee industry to the city for the Western Regional Barista Championship. It is going to be an exciting three days.”

The winner of the competition will compete for the national title at the United States Barista Championships (USBC) in Portland, Oregon, March 5-8. The winner of the USBC will represent the United States in the World Barista Championship in Atlanta, Georgia, April 16-19, 2009.

About the SCAA

The SCAA is the world’s largest coffee trade association dedicated to creating a vibrant specialty coffee community. We recognize, develop and promote specialty coffee by setting and maintaining quality standards for the industry; conducting research on coffee, equipment and perfection of craft; and providing education, training, resources and business services for members. Celebrating 26 years of success, the strength of our organization is reflective of our members who represent more than forty countries and every segment of the Specialty Coffee industry, from coffee growers to coffee roasters and retailers. Together, we ensure our industry continues to thrive. Visit www.scaa.org.