Enjoying the flavour sip by sip

Be it with milk and whipped cream, a hint of spice or a dash of chocolate, coffee indeed stimulates the senses and fires the passion.

O Coffee! Thou dost dispel all care, thou art the
object of desire to the scholar. This is the
beverage of the friends of God.
? Arabic poem, In Praise Of Coffee

To a coffee gourmet, who takes pride in his treasured blend of roasted coffee beans with which he brews the most exquisite espressos and cappuccinos, the very notion of adding flavours to this strong, aromatic drink seems outrageous. Yet, current trends indicate that flavoured coffee is a growing phenomenon that has altered the tastebuds of even staunch coffee aficionados.

"A new wave of ?café culture' has spawned the growth of trendy café outlets and chic coffee shops worldwide, changing the way people drink their favourite cuppa. Though coffee connoisseurs may turn up their noses at the idea of 'spoiling' the flavour of their sacred brew, there are definitely moments when a chocolate, caramel or cinnamon- flavoured coffee is just right," says Maan Kouly, Senior Operations Manager for Starbucks in the Middle East.

Flavouring coffee is actually an old habit, he adds. "In the Middle East it is traditional to add cardamom to coffee, while the practice of adding cinnamon has been widespread in Mexico for many years. But by far the most important flavouring added to coffee over the world is milk."

"The kind of coffee you drink depends on what time of day you are having it," observes Shyam S. Rathore, Retail Operations Manager, Costa Coffee. "While one is very unlikely to opt for a flavoured iced beverage as soon as he/she wakes up, that however may be the natural choice during the latter part of the day."

Enhancing the experience

"Adding a flavour does not compromise the quality of the coffee," adds Kouly. "It merely enhances the coffee with a specific flavour. Syrups extend the coffee experience to those who might otherwise not enjoy very much a simple cup of coffee."

Says Ahmed Salahuddin, Director, Barista Gulf LLC, "Some drinkers enjoy a very distinctive flavour, as in an earthy Ethiopian or chocolaty Yemen coffee. Chocolate is a common additive that is either sprinkled on top or added to the coffee to imitate the taste of mocha. Other flavourings include spices such as cinnamon, nutmeg, cardamom or Italian syrups. Sometimes, however, the coffee beans themselves can also be flavoured."

According to Mohammad Dahab, Franchise Development Manager (Second Cup), BinHendi, Dubai, "One popular misconception about flavoured coffee is that you don't need to start with high-quality coffee beans. On the contrary, the fresher the bean, the better the coffee, be it a hot or cold drink."

In the UAE, 25 per cent of the customers at Second Cup drink flavoured coffee, he says. " Flavour is essentially what coffee is all about, and it describes the perception of aroma, acidity and body. Non- flavoured drinks, especially latte and cappuccino are most popular in the Middle East and are the backbone of the coffee specialty market. Yet, the rising popularity of flavoured coffee cannot be underestimated."

The growth in popularity of flavoured coffee is proof of coffee's versatility and strength, says Kouly. "The trend of personalisation of the coffee experience is reflected in the growth of ?dual drinkers' who consume both traditional and gourmet or specialty coffee." Most often, the flavours that are in demand match the mood of the season, says Dahab. "New flavours are also introduced regularly to cater to the changing demands of the flavoured coffee drinkers. However, there's more to flavours than just offering something different for these are intended to take off the harsh bitter edge inherent to coffee. At the same time, it is also important that the flavours live up to expectation so that a vanilla flavoured drink tastes exactly like that."

"At Starbucks, Ramadan marks the onset of seasonal Arabian whole bean coffees such as Arabian Mocha Sanani, Arabian Mocha Java and the newly introduced Arabian Mocha Timor, which are legendary for their berry-like flavours," says Kouly. "The seasonal beverage includes crème brulee latte while the year end will mark the return of an all-time favourite, toffee nut latte."

The summer season this year also saw the return of strawberries and cream frappuccino ice blended cream as well as the new range ? caramel cream or chocolate cream ? of affogato-style frappuccino ice blended beverages, he adds. " Starbucks's interpretation of frappuccino affogato combines a cream base frappuccino, a double-hatched drizzle of caramel or chocolate sauce, and a rich, caramelly shot of espresso."

New blends

Four new cold blends of frescato ? mango, vanilla, double chocolate and mocha ? are the summer offerings from Costa this year. " Winter sees an upsurge in hot coffees of all flavours, and this year, we will launch a new chocolate drink for the cold season," says Rathore. "Just as tea has evolved with a whole range of herbal and spicy infusions, so too is there a strong demand for new flavourings in coffee."

"Cold beverages are some of our most popular coffees," says Salahuddin, "the most preferred being the Brrrista Blast, which is cold coffee combined with Irish cream, hot chocolate, vanilla ice cream and whipped cream."

"We have recently introduced a completely new drinks menu taking into consideration customer feedback and preferences of the people in this region," he adds. "Constant innovation is vital as customers are always looking for something new. And the challenge when introducing new flavours is to ensure that they blend well and be distinctive. It is also imperative that the eye appeal of the beverages is both welcoming and refreshing." At Second Cup there are more than eight delicious flavours to choose from with hazelnut, vanilla, caramel and cinnamon featuring amongst the most preferred varieties. "The introduction of new flavours is based on customer feedback, and sometimes a very simple comment could turn into an idea for the R&D team," says Dahab.

Among the exotic blended beverages on offer at Second Cup are a range of Chillattes ? mocha, vanilla, caramel and coffee; fruit-based Fruizzis ? strawberry, kiwi, mango peach, orange tangerine; and the deliciously low-fat blended chocolate sensation, Frrrozen Hot Chocolate.

When selecting a blend for iced coffee, try a rich, medium-bodied blend with a hint of fruitiness, suggests Kouly. "Coffees from East Africa are ideal for the fresh, crisp, chilled coffee flavour associated with summer. We have a commitment to innovation for the goal is to surprise and delight consumers by continually offering new beverages."

Coffee culture is inextricably tied in with the phenomenon of café culture ? a place to sit and sip, and where ambience and comfortable couches or armchairs are just as important as the drinks.

A wonderful taste by itself, coffee also acts very well as the platform for many other flavours. So be it with milk and whipped cream, a hint of spice or a dash of chocolate, none can deny the irresistible delight of this sumptuously rich drink that stimulates the senses and fires the passion.