Premium Gevalia coffee opened a temporary Gevalia Cafe today where New Yorkers and visitors can enjoy free samples of rich, never bitter coffee as they prepare to kick-start a new year. Located just off Times Square, the Gevalia Cafe is part of a campaign to introduce coffee lovers to the brand’s premium coffee and empower them to “leave bitter behind” before 2013 with a rich, never bitter brew.

Johan, the Gevalia ambassador featured prominently in the brand’s advertising, will make a special VIP appearance at the Gevalia Cafe on Sunday, Dec. 30 starting at 10:30 a.m. ET where he’ll serve coffee to guests and pose for pictures with fans.

WHEN: Today through Monday, Dec. 31, 2012.

Hours of operation are as follow:
Wednesday, Dec. 26 from 8:30 a.m. – 8 p.m. ET
Thursday, Dec. 27 from 8:30 a.m. – 8 p.m. ET
Friday, Dec. 28 from 8:30 a.m. – 11 p.m. ET
Saturday, Dec. 29 from 10 a.m. – 11 p.m. ET
Sunday, Dec. 30 from 10 a.m. – 9 p.m. ET
Monday, Dec. 31 from 10 a.m. – 1 a.m. ET (Jan. 1)

WHERE: Gevalia Cafe
253 West 47th Street (between Broadway and 8th Avenue)
New York, NY 10036