House of Wedl - a 100 year-old specialty coffee company - launches first café at Dubai International Financial Center (DIFC)

Speaking at the opening, Leopold Wedl said: 'While creating Italian espresso specialty Testa Rossa Caffé, our objective was to reach the urban, cosmopolitan and sophisticated coffee lover who is dissatisfied with the fast food format cafés. Today, with about 90 locations across Europe, North America and now the Middle East, Testa Rossa Caffé has come into its own. Starting with Dubai - the undisputed cosmopolitan hub of the region - Testa Rossa Caffé will spread across 12 countries in the Middle East, with 160 cafés opening in the next 4-5 years involving an investment of over AED 100 million.'

A high quality experience
For connoisseurs of the traditional Italian coffee culture, the Testa Rossa espresso is the epitome of the art of coffee making and the Italian lifestyle. Lovingly blended from four of the most precious, low-acid qualities of Arabica highland coffee, the preparation uses the traditional triplex drum method, which involves roasting to a medium dark hue over an open flame. At the beginning of the process, the temperature is briefly raised to maximum. This has the effect of closing the pores of the coffee beans, thereby preserving virtually all typical essences and aromatic compounds, and yielding the unique, velvety flavour of Testa Rossa caffè. This espresso is only sold in high-class cafés and restaurants and in the company's own Testa Rossa Caffèbars.

A visit to a Testa Rossa Caffèbar is like a short holiday in Italy, away from the hectic bustle of a workday or shopping trip or just to hang out. The Testa Rossa Caffèbar is furnished with high-quality and natural materials.

Customers will be attracted to the long counter made of dark brown wood set off with chromium and will be invited to relax and enjoy the Italian ambience. The cleverly positioned lighting together with a choice of fine Italian music projects the Italian atmosphere, which invites guests to enjoy, relax and stay. Add to this the specially designed menu offering traditional Italian tit bits such as Tramezzini, Pannini, Ciabatta or Bruschetta and antipasti, and you have the real Italian experience, anywhere in the world.