Another new roasting championship: Are they becoming more popular?

Competitions are some of the most exciting and engaging events taking place in the coffee industry every year. Often drawing large crowds at trade shows and expos, coffee championships are big indicators of upcoming trends in the wider industry – and continue to pique our interest year after year.

For the most part, barista competitions have been leading the way when it comes to innovation – especially the World Barista Championship. The flashiness and flamboyance of these championships are part of their huge appeal, with spectators eager to know which new and interesting coffees competitors are using.

Over the past couple of years, however, there seems to have been a shift in the coffee competition scene – with more and more roasting championships being held. The most recent addition is MILKLAB’s Roaster Royale, which is offering the winner an origin trip and a cash prize of AU $10,000.

So are roasting championships becoming more popular, and what impact could this have on the coffee competition circuit? To find out, I spoke to Tomas Serra, an Authorised Specialty Coffee Association Trainer, and Henry Wilson, founder of Producer & Roaster Forum.

You may also like our article on whether there is space for new coffee competitions.

An overview of the coffee competition scene

There is a growing number of competitions taking place in the coffee industry every year, all of which test participants’ skills, expertise, creativity, and flair. Among them, the national and World Coffee Championships are by far the most popular, which include:

• World Barista Championship (WBC)
• World Brewers Cup (WBrC)
• World Coffee in Good Spirits Championship (WCIGS)
• World Latte Art Championship (WLAC)
• World Coffee Roasting Championship (WCRC)
• World Cezve/Ibrik Championship (WCIC)
• World Cup Tasters Championship (WCTC)

Of these seven competitions, the World Barista and Brewers Cup Championships are arguably the most anticipated – with both industry professionals and coffee enthusiasts alike keen to know which coffees and new brewing techniques will be showcased on the global stage.

Over the years, specialty coffee has become increasingly influenced by trends at these two competitions – namely the growing use of exclusive varieties or even “forgotten” coffee species. It’s not uncommon for micro roasters to sell these coffees, and for higher-end cafés to serve them on their reserve menus, and thereby helping to grow the market for ultra-premium coffees.

Moreover, the use of these coffees at competitions like the WBC and WBrC only heightens interest in these events – especially for the former. In addition to using rare varieties that few of us may have heard of (think Sidra, Ombligon, and Typica Mejorado), WBC competitors also push the boundaries of espresso extraction and beverage innovation unlike anything seen in the wider industry.

For example, at the 2022 World Barista Championship, winner Anthony Douglas used cryodessicated milk in his routine – a concept we would rarely see at most coffee shops. Essentially, the process concentrates the sugars, fats, and proteins in milk to enhance the sweetness and mouthfeel.

Another new roasting championship

Barista competitions usually create the most buzz in the coffee industry, but there has been a steadily growing number of roasting championships popping up in recent years that are also catching people’s attention.

The most recent addition is Australian milk brand MILKLAB’s Roaster Royale. The format of the competition is relatively simple: successful applicants need to create a blend that is roasted to pair well with MILKLAB’s oat milk.

Additionally, in February 2024, the first-ever Nordics Best Roaster contest was held at the inaugural Nordic Coffee Fest. The peer-assessed competition focused heavily on real-world roasting skills and expertise, and also featured some of the most prominent Scandinavian roasters – including Coffee Collective, Tim Wendelboe, and Solberg & Hansen.

Producer & Roaster Forum also launched the Global Coffee Roasting Contest in 2023. The competition features a collaborative judging format unlike any other in the sector. In addition to the judges deciding on a technical winner, the finalists’ coffees are also served at the PRF Brew Bar for all attendees to sample and vote for their People’s Choice winner.

The third edition of the Global Coffee Roasting Contest will take place on 7 & 8 March 2024 at PRF Guatemala, where over 2,000 people from 50 different countries will attend the two-day forum. A total of 16 competitors will roast their coffees on the first day of the event, which will then be judged on the second day.

Similar to other roasting contests, the rules are more straightforward than other coffee competitions. Each competitor receives 150g of washed green coffee and 150g of natural or anaerobic processed coffee, and has 35 minutes to roast one batch of each – as well as a blend.

Are more simplified competition formats becoming the norm?

Although they generate a lot of excitement, many of the higher-level barista competitions are met with some criticism – particularly regarding a lack of inclusivity, diversity, and accessibility.

To stand out and have a chance at winning, competitors often need to invest a lot of time and money in coaching, travel and logistics, sourcing their coffee, and any additional equipment they use in their routines. So of course, competitors need to either receive funding from sponsors or cover these expenses themselves – both of which can be difficult to say the least.

As part of a wider response to growing criticism, coffee competitions have certainly diversified in recent years. While rules have become more inclusive (such as the WBC’s plant milk rule update), the formats have also changed to lower barriers to entry. Many championships – including roasting contests – now provide the same coffee and equipment to competitors, which effectively creates a more level playing field.

In addition to being an AST, Tomas Serra is also a barista, roaster, and coffee shop consultant in Costa Rica. He tells me that the emergence of roasting competitions has been beneficial to Latin American coffee professionals.

“In recent years, I have attended many barista and roasting competitions,” he says. “I think they are a fundamental part of developing the specialty coffee sector in Latin America, mainly because many producers have never experienced the full extent of the quality of their coffee.

“There has been a rapid growth in the sample roaster market, which has helped push roasting competitions even further,” he adds.

What could change in the coffee competition circuit?

With the popularity of coffee championships sure to keep growing, the rise in roasting competitions in particular will undoubtedly spark further innovation and change.

Henry Wilson is the founder of PRF.

“I believe the shift towards roasting competitions is largely related to sponsorship,” he says. “Many traders and producers want roasters to buy and use their coffee, so those who have the resources are keen to support competitions.

“I think career progression is playing an important role in the growing prominence of roasting competitions as well,” he adds. “For many baristas, the next career step is to learn more about roasting, so the shifting interest in coffee competitions could be a reflection of that.”

Tomas agrees, saying: “More and more Latin American baristas are now working in roasting, which only increases their skills.

“Events like PRF help connect producers with roasters from both producing and consuming countries, which strengthens the coffee industry as a whole,” he adds. “Moreover, hosting roasting competitions like the Global Coffee Roasting Contest in producing countries helps to improve coffee quality.”

As the coffee competition circuit grows, roasting championships are seemingly becoming more prominent – which is pushing more of a stripped back approach that favours pure skill over flair.

At the same time, there is space for many different kinds of coffee competitions. Diversity is key to pushing the industry forward and ensuring championships remain both innovative and inclusive.

Enjoyed this? Then read our article on whether coffee competitions are becoming more about prize money than credibility.

Photo credits: Specialty Coffee Association, World Coffee Events, Producer & Roaster Forum

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