The Flower Story: A Glimpse Behind the Scenes of the 2024 World Barista Championship

Meet the Baristas Behind The Flower Story

We’ve been competing for nearly 15 years, and over that time, we’ve often heard the same questions: Why do it? Who cares? Our answer is simple: we do, and we think you might, too.

4 Coffee Professionals Story

For us, coffee competitions have always been about more than just coffee—they’re a testament to the dedication, craft, and community surrounding every coffee. Ahead of this year’s World Barista Championship in Busan, Korea, we set out with a vision: to capture the story of barista competitions, share what it means to be a part of this world, and show why it matters—not only for coffee professionals but for anyone who’s ever thought, “it’s just coffee.”

The Flower Story is our response to that question. This documentary dives deep into the passion, artistry, and resilience of four remarkable baristas, each bringing a unique vision to the world stage. As coaches, we’ve had the honour of witnessing these competitors make their mark—not just on the stage but on us as well. This film is our way of explaining to coffee enthusiasts and newcomers alike why coffee is more than just a drink. It’s a bridge between cultures, a medium for storytelling, and a platform to push the boundaries of a craft we love.

Watch The Trailer Here

• Cristi Oltean from Romania took us on a heartfelt journey through coffee, family, and community. Inspired by family gatherings, Cristi celebrated the warmth and unity that coffee culture brings, reminding us that coffee is more than just a drink—it’s a bond. We spent a week in Romania training with Cristi, and his team welcomed us just like family (how fitting!). Cristi’s passion, humour, and love for coffee made our time there unforgettable.

• Gio Visitacion focused on the role of feedback in crafting coffee experiences, from seed to cup. His performance highlighted how listening to customer preferences—especially around sweetness and texture—can shape meaningful improvements. Working with Gio on his national and world championship routines, we got to know his love for wine, food, and, of course, coffee. And a good meme is never far from Gio’s heart!

• Mikael Jasin from Indonesia brought mindfulness to the stage, centering his routine on being fully present in each moment. Returning to competition with a focus on harmonizing mind, body, and soul, Mikael invited us to slow down and savour life’s simple joys. We first met Mikael back in 2019, and he’s a pro’s pro. His dedication to brewing, practice, and visualization is inspiring. Plus, we share a little secret – love for the UFC!

• Nelson Phu from Canada shared his personal journey through coffee, reflecting on how it has connected him to others. His presentation wove together storytelling, tools, and experiences to showcase how coffee builds community and fosters relationships from origin to cup. Having worked with Nelson since 2015 at Rosso, we’ve had the privilege of seeing him grow personally and professionally. His dry humour keeps us all laughing, along with his passion for ice cream.

The Flower Story takes you behind the scenes, capturing the highs, the lows, and the authentic moments that make the World Barista Championship unforgettable.

Watch the premiere on YouTube on November 15, 2024, and join us in celebrating these competitors who bring so much life to coffee. And yes, we might have trained someone who won, too 🙂

Reading: Morgan Eckroth’s aka Morgandrinkscoffee “A Barista Championship Retrospective” reflects on years of barista competitions, culminating in a decision to take a break from competing to recalibrate and judge. In it, Morgan revisits the highs and lows of each season, highlighting lessons learned from preparation, persistence, and a commitment to growth. Much like last week’s discussion on why we compete, Morgan’s journey reinforces the importance of valuing the process over winning. It’s a reminder that competition is not just about the podium but about pushing boundaries and improving with each experience

Watching: Take a trip back in time with this list of classic World Barista Championship presentations from 2004 to 2008, featuring legends like Hoffmann, Wendelboe, and lesser-known icons like Troels Overdal Poulsen. To see how far the craft has come and the roots of the competition. 

Listening: We’re revisiting a classic from 2011: jimseven’s episode with Tim Wendelboe. In this conversation, James Hoffmann and Tim discuss espresso techniques, roasting, and sourcing, offering insights into the coffee industry’s past. It’s fascinating to listen now and reflect on how much the industry has evolved since then

Brewing: This week I loved an experience I had in Seoul at a cozy cafe called Brewing Ceremony. It’s in the Seoungsu neighbourhood, just a short walk from the Seoul Forest. I had four coffees served to me, with the highlight being a Honey Costa Rican from a farm I’ve never tried called Dos Semillas – it was a Typica variety and super sweet. The coffee was served with a full description of tasting notes and then a secondary description of emotions, with this coffee being described with the sentiment that “everything will be fine”, and hey, sometimes I need to be reminded of that.

A simple and hyper-efficient brew bar at Brewing Ceremony – I love the single group espresso machine and the 6 SIX brewer setup for hand pour.

respond with a photo of your brew bar or get creative with an AI generated scene and we’ll feature and share in an upcoming week of BTD

Distance: Join us on the Buy the Drip run club.

Running is the greatest metaphor for life because you get out of it what you put into it.” — Oprah Winfrey

Want to join us as we hit the road? Let’s connect on Strava! or, join our Whoop group – just respond to the email and let’s grind together!