Thursday, May 20, 2010

Wednesday, May 12, 2010

Coffee and Tea Clubs: The gift of Happiness

The Bundling Of Products.

As companies look for ways to enhance sales, the trend surfacing more often in business meetings is interest in bundling one product with another. Recently the cover story article in Beverage World, April 2010 issue1, PepsiCo suggests, “The Company’s Power of One strategy, where a salty snack from Frito-Lay can be bundled with a soft drink, can be a critical competitive advantage here.”


This is a variation of the BOGO theory.


Consumers are also found to be thriftier these days as they deal with the economy which continues to struggle and we see the rise in beverage clubs2. Specialty coffees and teas are shared in the comfort of home surroundings more frequently, not at the retail shops; the purchase of beans or leaves in bulk to be brought home for brewing in a newly purchased home brewer has increased. People are inviting friends over to talk, hang out and gather in monthly themed club like atmospheres at home discussing coffee or tea brews during the evenings social club gathering.


Cirqua® Customized Water has found their niche to these new buying trends with The Formula, their patented mineral “secret ingredient” to brewing the best from bulk beans, leaves, and food preparation such as breads, pizza’s and more. Cirqua® also believes with the increase of expensive to moderately affordable coffee/tea brewers there will be an increase in home filtration systems. With environmental state and local laws to protect the wastewater from certain types of filtration systems, The Formula™ offers an alternative as it works well with distilled water.


The Formula appeared on the market last year (2009) when it was introduced at the Specialty Coffee Association of America and the World Tea Expo trade shows. Since this time it has found its’ way into the hearts of Roasters, Baristas and consumers of coffee and tea. A single dose packet provides one gallon of water product when mixed with a gallon of distilled (or reverse osmosis) water. Easy to use, easy to travel with, The Formula can be purchased in single or five dose quantities. Please visit www.Cirqua.com, www.formulatedwater.com or call, 805-987-7372 to speak with a Cirqua® Sales Representative to learn more on how you can increase your sales and also improve the taste of your coffee, tea and more!


Cirqua® knows water, see why they are the experts in water quality!


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1 Beverage World April 2010, Cover Story: “The Power Of One”
2 http://thesop.og. The Story: True Gourmets are becoming their own home Baristas

Tuesday, May 4, 2010

SCAA 22nd Annual Exposition Huge Success in Anaheim, CA


This years SCAA 22nd Annual Expo has now concluded their three-day event with over 8,000 attendees at the Anaheim Convention Center here in California and is being touted as a huge success.

Cirqua® Customized Water™ was exhibiting as well as formulating over 650 five-gallon containers of distilled water to match SCAA’s cupping standards to be used in all of SCAA’s labs, cupping’s and challenges. The labs, classes and competitions using Cirqua® Customized Water™ were:
Roasters Guild Roaster Choice Tasting Competition
SCAA Brewing Lab
SCAA Cupping Lab
SCAA Espresso Lab
U.S. Barista Championships
U.S. Cup Tasters Championship

The Specialty Tea Institute in conjunction with SCAA, held a Tea Certification Lab and class using water provided by Cirqua® Customized Water™, the official water sponsor for the STI (Specialty Tea Institute).

As sponsors to the United States Barista Championships, Cirqua® Customized Water™ was there, guaranteeing the water was perfect with every cup! Cirqua® would like to extend a big congratulation to this year’s champion, Michael Phillips from Intelligentsia Coffee, Chicago, Illinois who successfully defended his 2009 title at this year’s championship. Way to go Michael!
Other winners were:
Second Place, Chris Baca, from Verve Coffee Roasters, Santa Cruz, Ca
Third Place, Devin Pedde, from Intelligentsia Coffee, Los Angeles, Ca
Fourth Place, Sara Peterson, Verve Coffee Roasters, Santa Cruz, Ca
Fifth Place, Charles Babinski, Intelligentsia Coffee, Chicago, Illinois
Sixth Place, Mike Marquard, Kaldi’s Coffee Roasting Co., St. Louis, MO
Cirqua® extends heartfelt congratulations to all the winners and participants.

Also noteworthy, SCAA now has the Water Quality Handbook, co-authored by David Beeman, President of Cirqua® Customized Water™, available via SCAA’s on-line store. This is a great resource book for anyone interested in learning about how to make the perfect brew.

Hats off to Fetco! Cirqua® and Fetco were busy again as proud partners in Master Brewing; provided all the coffee for the coffee breaks taken by the weary volunteers, vendors and attendees using the Fetco brewing systems and Cirqua® Customized Water™.

Skip Finley, National Technical Service Director at Cirqua® Customized Water™, presented a speech on Saturday at 9:00 AM as part of the Lectures and Skill Building Workshops. When this reporter showed up on Sunday to visit the show, Skip was playing hero to the brewing filtration system making sure all water provided by Cirqua® was the best it could be, thanks Skip!

With the SCAA show now over, you will find Cirqua® Customized Water™ attending two trade events in June, Coffee Fest Minneapolis, MN and World Tea Expo in Las Vegas, NV. Do stop by our booths and take our cupping test to learn why everyone is saying, “Cirqua® knows water!”