Three-quarters of a century seems like a long time, but in terms of human history, not to mention geological time, it's not even a blip. Nevertheless, the 75 year old Italian coffee upstart Illy is planning to bring their specialty coffee right into the heart of the java roasting and imbibing elder region of the Middle East via Dubai, United Arab Emirates.
Illy's coffee is apparently already available in Dubai, but only at five-star hotels, so the majority of locals haven't yet had the chance to sample the brew and make their pronouncements.
Compared to the nearly 1000 year tradition of coffee roasting in the Middle East, Illy is but a mere infant, so we'll see just how well they make out in a world where the java juice is profoundly venerated.
Link (via Coffee Talk)
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