LONG BEACH, Calif., June 2 /PRNewswire/ -- The World Barista Championship organization will hold the 11th Annual World Barista Championship in London, in conjunction with the Caffe Culture Show taking place at the Olympia Exhibition Centre, 23-25 June 2010. This event, founded by the Specialty Coffee Association of Europe  (SCAE) and the Specialty Coffee Association of America (SCAA), brings competitors together from over fifty (50) nations who will each prepare 4 espressos, 4 cappuccinos, and 4 original signature drinks to exacting standards in a 15-minute performance set to music as they vie for the world title.

The World Barista Championship is the culmination of yearlong activity among nearly sixty (60) officially licensed partner countries. Competitors are professional baristas who train and compete extensively. For many, the championship represents an opportunity to advance in the coffee industry. Many past champions have gone on to pursue careers in training and consulting or open their own businesses. Executive Director, Cynthia Chang, explains, "The event is designed to promote and recognize professional excellence with the understanding that exceptional baristas create extraordinary coffee beverages. This event allows those who enjoy coffee to view the passion and dedication behind their favorite beverages."

This year, several national champions will return and among the favored competitors are Michael Phillips from the United States, Colin Harmon from Ireland, Soren Stiller Markussen from Denmark, Raul Rodas from Guatemala, and Oda Misje Haug from Norway. Countries competing for the first time include Bulgaria, Indonesia, Romania, and the United Arab Emirates. The winner will receive a lineup of top coffee equipment from sponsors, as well as many trips to visit coffee producing countries and various manufacturers in the industry.

This is the first time the event has been held in London and the location holds special significance as several of the more recent champions used and won with coffee from roasters in the United Kingdom, highlighting the impressive and growing coffee culture in the region. The London event is set to attract in excess of 10,000 international visitors from the global coffee community over the three days.

The World Barista Championship schedule and links to information on the full event programme may be accessed at http://www.worldbaristachampionship.org.

The event may also be viewed via video stream, accessible through the World Barista Championship web site.

The World Barista Championship is the preeminent international coffee competition. The organization founded by the Specialty Coffee Association of Europe and the Specialty Coffee Association of America focuses on promoting excellence in coffee, advancing the barista profession, and engaging a worldwide audience with an annual championship event that serves as the culmination of events held in more than 50 member nations around the globe.