The Southern Hemisphere’s largest coffee-dedicated trade show will return to Australia’s coffee capital in 2020.

The ninth edition of the Melbourne International Coffee Expo (MICE) will take place at the Melbourne Convention and Exhibition Centre (MCEC) from 4 to 7 May, 2020.

For the first time since 2013, MICE, with the support of the Melbourne Convention Bureau, has won the bid to host the 2020 World Barista Championship (WBC) and World Brewers Cup (WBrC). This makes Australia the only country other than the United States to host the WBC more than once.

“We can’t wait to welcome the global coffee community to Melbourne,” says MICE Show Director Simon Coburn. 
 
“Australia is a renowned coffee destination, and now we’ll get to present our sophisticated coffee culture to a global audience. If our coffee culture wasn’t already on the world map, it will be after we host the World Coffee Championships.”

Unofficially dubbed ‘the Olympics of Coffee’, the WBC is the preeminent international coffee competition produced annually by World Coffee Events (WCE). More than 60 national barista champions from across the globe will descend on Melbourne to compete in the prestigious coffee competition.
 
Australia will also host the WBrC competition, highlighting the craft of filter coffee, manual coffee brewing and service excellence. Both competitions involve thrilling, time-restricted performances by the baristas on a stage in front of judges and a packed-audience.

Melbourne Convention Bureau CEO Karen Bolinger says the two international coffee events are anticipated to attract more than 3000 additional attendees to MICE2020 and bring more than $15.5 million to the Victorian economy.

“A huge global audience of baristas and coffee professionals will descend on Melbourne for these events and to explore the city’s unique coffee culture,” Karen says.

“Melbourne is the ideal city to host these esteemed events. Our baristas are some of the most accomplished, inventive and technical in the world and now we’ll get to present our sophisticated coffee culture to a global audience. 

“It seems with each passing month there’s a new brewing technique, new gadgets or a shift in the idea of what good coffee actually means and MICE2020 is the ultimate platform to showcase this.”

MICE2019 took place at the MCEC from 7 to 9 February, where it saw a record attendance of 11,978 over its three days.

“MICE2019 was a huge success. From global equipment launches to exotic coffee offerings and a national coffee championship, MICE2019 had it all,” Simon says.

“We’re proud of the calibre of exhibitors and how much excitement and joy MICE2019 has brought to the wider coffee community. It’s easy to see why Melbourne is regarded as one of the most progressive and dynamic coffee cities in the world.

MICE is the largest dedicated coffee show in the Southern Hemisphere. More than 145 exhibitors filled the MCEC, demonstrating specialty coffee, technology, and trends. 

“MICE launched in 2012 with the purpose of bringing the global coffee community together and that’s exactly what this world-class expo has done. It’s reinforced Australia’s contribution globally, and how much the show supports the growth of individuals, organisations, and the industry as a whole,” Simon says. 

“We are proud to welcome the global coffee community to Melbourne and bring the coffee industry together under the one roof.”

Exhibition space for MICE2020 is now available. For more information or to exhibit, contact MICE organisers at event.organiser@primecreative.com.au or +61 3 9690 8766.


About Melbourne International Coffee Expo (MICE2020)
The Melbourne International Coffee Expo (MICE) is the largest dedicated coffee show in the Southern Hemisphere. MICE launched in 2012 with the purpose of bringing the global coffee community together and showcasing Australia’s contribution. In 2019, MICE welcomed more than 145 exhibitors, featuring the latest in espresso equipment, coffee brewing devices, exotic and expensive coffee beans, roasting equipment, and more. In 2020, MICE will host the World Barista Championship and Brewers Cup at the Melbourne Convention and Exhibition Centre. For more information visit www.internationalcoffeeexpo.com

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