Coffee frenzy mounted as the first World Barista Championship was held in Monte Carlo. Robert Thoresen of Norway won the day from Erla Kristisdottir (Iceland) and Martin Hildebrandt (Denmark). Scandinavians dominated the competition for the first five years. The rules require competitors to prepare and serve 12 coffee beverages in 15 minutes – four espresso, four cappuccino, and four signature drinks.  Along with the World Barista Championship there are now a number of associated events including the World Latte Art Championship, the World Coffee in Good Spirits Championship which promotes drinks that showcase coffee and spirits, and the World Coffee Tasting Championships. The World Barista Championship is managed and produced by World Coffee Events, an event management organisation registered in Dublin, Ireland, and founded by the Speciality Coffee Association of Europe and the Specialty Coffee Association of America.