As coffee competitions evolve, baristas increasingly struggle to differentiate their routines amid widespread use of similar high-end coffees and tools. Recent World Barista Champions Mikael Jasin and Jack Simpson succeeded by emphasizing communication and mindfulness over technical complexity. This trend highlights a shift toward authenticity in the 25-year-old event.
The World Barista Championship, launched in Monte Carlo in 2000, has grown into a premier showcase for specialty coffee excellence. Over 25 editions, competitors have relied on advanced-processed Geshas, rediscovered varieties like Sidra and Pink Bourbon, and tools such as WDT devices. However, this standardization has made genuine differentiation harder than ever, with routines sounding increasingly alike despite months of preparation. Mikael Jasin, the 2024 champion, noted, “Innovation doesn’t have to be about processing techniques or new machines. It can be about how we enjoy or present the coffee.” His approach centered on mindfulness and presence, contrasting typical high-energy performances. Jasin, who began competing in 2014, added, “If competitors want to learn, there are always ways to do it for free.” In 2025, the championship introduced real-time telemetry via BibeCoffee technology for espresso extractions and a new Team Bar element to score teamwork. Jack Simpson of Axil Coffee won that year by prioritizing transparency, producer relationships, and communication. “Competing is ultimately a 15-minute pitch,” Jasin said. “The product matters, but the story matters just as much.” Past winners like Dale Harris in 2017, who used a washed SL28 from El Salvador, show that expensive coffees are not essential. Jasin placed seventh in 2021 in Milan with an Indonesian coffee costing around US$20/kg, remarking, “You don’t need to have the fastest car... But you need to know how to drive.” He advocated treating judges as guests to foster calm interactions, saying, “I stopped seeing the judges as judges.” Looking ahead, Jasin suggested drawing from sports like Formula One to boost viewership and relevance.