PRESS ROOM
Current Press Releases
Sacramento’s First Coffee Company Revitalizes Original Café
JavaCity café on 18th & Capitol to receive face-lift to reflect new company branding
SACRAMENTO, Calif. (March 15, 2007) – Java City, the Sacramento-based specialty coffee roaster and retailer, today announced construction plans to revitalize its café located at 18th and Capitol to entice Sacramentans to rediscover the city’s first coffee company. Construction is scheduled to begin the week of March 12 and a grand re-opening is planned for late April. Cosmetic renovations will include new contemporary décor, various seating areas to suit the individual, coffee bar for tasting events, free Wi-Fi access, and much more.
The café renovation is part of Java’s City “City Redevelopment Project” which launched last year and included new coffees, innovative specialty beverages debuting each month, new modern packaging and the opening of Java City’s Sacramento State library café.
“As Sacramento’s specialty roaster for more than 20 years, Java City has a unique connection to the city and its culture,” said founder, Tom Weborg. , “Like Sacramento, Java City is growing and evolving and we are continually looking for new ways to differentiate our product and brand while leveraging our core competency – excellent coffee!”
The original Java City café on 18th and Capitol, open since 1985, will receive a face-lift to reflect the company’s new modern and urban direction. New features that differentiate Java City from other local coffee houses include:
- Specially trained baristas – Java City will professionally train baristas in the art of espresso and coffee preparation, as well as “latte art” to ensure each beverage is prepared in the highest standard. Java City will also provide an expansive training program for all of its employees.
- Hand-made lattés and cappuccinos – Bucking the recent trend for super automatic machines that automatically grind coffee beans and froth milk in a true industrial fashion, Java City has continued to use espresso machines that allow baristas to offer specialty coffee beverage prepared in the traditional manner, providing individually hand-crafted beverages.
- Tasting events — similar to a wine-tasting , these events are organized with the scope of teaching customers to identify the coffee’s profile and characteristics, differentiate between coffee varietals and blends, and the art of pairing coffee with foods.
- Tea lattes — a new, patented, pressurized machine that allows baristas a way of infusing whole leaf teas within seconds for a full-flavored tea latté.
- More than 30 varieties of premium whole beans — harvested from around the world and roasted in Sacramento, coffee lovers can purchase coffee beans for home brewing. New coffees will be introduced every month.
- French Press service — Java City is planning to offer coffees prepared with a French Press. Coffee experts assert that French press coffee is the best way to experience the genuine taste and unique nuances of coffee.
“As we enter our third decade as a Sacramento-based coffee company, Java City is approaching a new phase,” said Nicolas Tucker, vice president of marketing, Java City. “We want our customers to have a strong sense of ownership of the Java City brand and be part of the local movement that’s transforming Sacramento’s cultural landscape. We look forward to people rediscovering Java City and consistently enjoy high-quality coffee they can be proud to say came from their ‘City.’”
Java City customers are accustomed to superior coffees, and to satisfy their discerning palates while the café is under renovation, Java City is offering free coffee outside of the café from 7 a.m. to 10 a.m. Java City will also offer coupons for specialty drinks when the café reopens at 18th and Capitol.
About Java City
Founded in Sacramento, California in 1985, Java City is a hand crafted specialty coffee roaster and retailer. Strongly committed to quality, Java City slowly roasts carefully selected coffee beans by hand, and air cools the beans naturally to ensure their customers get a finished coffee that tastes balanced and true rather than smoky and burnt. Along with developing award-winning innovative coffee products, Java City has always been deeply involved in the community, and has recently launched its “Art for Kids’ Sake” program which helps bring art education back into California classrooms. The company is dedicated to its EcoGrounds™ program, an ecologically sustainable conservation program that promotes an economic model for the cultivation and harvesting of coffee. For local coffee lovers, Java City offers free shipping in Sacramento on orders placed on its Web site. Java City owns and operates 12 cafés located in Sacramento and Southern California and provides espresso, rare estate coffees, fine teas and coffee related equipment for restaurants, retailers and other foodservice operations with more than 2,500 wholesale locations in the United States. For more information, please visit www.javacity.com or call 1-800-JAVACTY.
For media inquiries, please contact
Brett Zugnoni
Director of Marketing
Java City
1300 Del Paso Rd.
Sacramento, CA 95834
(916) 565-5500 ext. 136
bzugnoni@javacity.com
|
