Coffee – The New Wine

CLEVELAND, OH – July 1, 2007 – When you consider that our senses can detect 800 characteristics of coffee
(compared to 400 of red wine) it’s no surprise that coffee tastings are quickly becoming the hot trend in home
entertainment. And the fact that espresso machines are easier to use and higher quality than ever before means
that, with some basic education, you can become your own barista.

According to Passion for Coffee (www.passionforcoffee.com), coffee tasting - or cupping as it is formally called –
isn’t all that different from wine tasting. In fact, the cupping process itself is very similar:

• [Once you select your bean] take a quarter ounce of coarse ground roasted coffee


• Heat five ounces of water to just below the boiling point


• Pour the water over the coffee in a circular motion


• Dip a spoon into the cup (with your nose close to the cup) so that it breaks the top layer of the coffee grinds that floated to the top


• Take approximately half a spoonful of the liquid from the cup


• Quaff it with a loud slurping noise (the noise is made so that you can mix the liquid with the air, spraying it directly over your tongue)


• Savor, swish once, and then spit out the liquid

From there, you let your tongue do the work – the back of the tongue discerns the bitterness; the sides of the tongue
discern the staleness; the tip of the tongue discerns specific flavors. Just remember: much like wine, regardless of
what you find, there is no ‘wrong answer’ when it comes to deciding what you like. That’s the beauty of coffee; it
offers such a variety that there’s something for everyone. A sentiment shared—and driving— Saeco USA as they
launch seven new home espresso machines this year.

According to John McCann, CEO of Saeco USA, there is no ‘one size fits all’ cup of coffee; so why should there be
a one size fits all machine?

"With the growing popularity of coffee tastings – along with the pure passion for coffee – we felt that it was time to
launch a line of products that were conducive to the many needs of our customers. We wanted to combine quality
with ease of use and wrap it in an innovative shell that will create the ‘I want that’ factor when consumers see it
on the shelf or in their friends’ homes."