Percol has rushed the first Guatemalan coffee crop down the mountains to market it as a coffee equivalent to Beaujolais Nouveau.

The Fairtrade and organic brand's New Harvest Guatemala uses arabica beans grown at an altitude of 1,500m-2,000m to increase intensity of flavours.

"New Harvest is intended to highlight that coffee is a living product," said Percol founder Brian Chapman, "and just like wine it has seasons and variations according to its microclimate and country of origin."

Like wine, Percol's range of coffees aim to capture the 'terroir' of the country from which they originate.