Where the comes to INDUSTRY MELBOURNE SHOWGROUNDS 30 march - 1 april 2017 INTERNATIONALCOFFEEEXPO.COM.AU
Time To secure your spot in Asia Pacific’s largest specialty coffee event 9,213 120 1 6 in PEOPLE CAME TO EXHIBITORS EXHIBITORS TOUCH, TASTE, FILLED THE GRAND LAUNCHED NEW TRY AND BUY AT PAVILION PRODUCTS. MICE2016 Everyone keeps other ’t just an y ee-da r ees fo talking about “This wasn ow; this thr trade sh e bees’ knee” g coff event is th everythin – Perfect Daily Grind What’s new for 2017? The dates have changed! We want to avoid any Grand Prix clashes and escape the heat, so we’ve moved to the end of March.
is coming back WITH REGISTRATION OPENING NICE AND EARL NICE AND EAR Y L . Y Melbourne Coffee Week is the coffee industry’s answer to Good Beer Week. Coffee businesses around Melbourne will be organising bespoke events, from cuppings, to roasting workshops, to culinary experiences. The ambitious week is about raising awareness and appreciation of the city’s fine specialty coffee industry. The 2017 event will benefit from a boosted communications and marketing strategy. Businesses will be provided an incentive to register early, with additional coverage in a printed event guide distributed city-wide. PRODUCT INNOVATION awards The highly successful MICE Product Innovation Awards are returning for their second year. The awards will recognise innovative new products launching in the year leading up to MICE2017. The opinions of an expert judging panel will accompany a People’s Choice Award.
34% OF ATTENDEES CAFÉ WERE CAFÉ OWNERS OWNERS For Café Owners, MICE is a one-stop-shop for 38% OF ATTENDEES everything they need for their business. It’s where SAID THEY CAME TO RECOMMEND they TASTE, TRY, & BUY the products and OR APPOINT NEW services that help them grow. SUPPLIERS BUY Tea Expo Although tea has always been an offering at MICE, in 2017 it will take centre stage at the Australian International Tea Expo, presented by Australian Tea Masters. Taking place in conjunction with – and right next door – to MICE, the event will host premium tea suppliers and related products.
ROASTERS MICE is the key opportunity for Roasters to connect with the largest gathering of Café Owners in Australia. Roasters walk away from MICE with strong leads that generate real business results – it’s why the same roasters come back year after year. 20% OF VISITORS australian international WERE COFFEE ROASTERS coffee awards Fast becoming Australia’s premiere roasting competition, MICE is proud to be once again the official partner event of the Royal Agricultural Society of Victoria (RASV) AUSTRALIAN INTERNATIONAL COFFEE AWARDS. The 2016 event attracted 658 entries from 143 location and international coffee roasters, with coffees from New Zealand, Malaysia, Hong Kong, Indonesia, Korea, Singapore, Canada, United States, and the United Kingdom. roasters alley Back by popular demand, Roasters Alley provides an affordable entry point for smaller roasters to take part in the Asia Pacific’s largest specialty coffee event.
1 in 5 BARISTAS VISITORS WERE MICE is a key connecting event for Australia’s BARISTAS baristas. This is a prime opportunity for coffee businesses to connect with the people who are driving the Australian coffee industry. Australian Coffee Championships The Australian Specialty Coffee Association (ASCA) Australian Coffee Championships are all back under one roof in 2017. The competitions will once again take centre stage, housed in the Grand Pavilion. Check out the country’s most preeminent coffee competitions, including the Australia Barista Championship, Australia Latte Art Championship, Australia Brewers Cup, Australia Cup Tasting Championship, and Australia Coffee in Good Spirits Championship. Education A series of training rooms will provide industry-recognised education, in all aspects of coffee preparation from espresso through to filter. This will be a primary destination for baristas and coffee professionals from around the country looking to further their expertise in their chosen field. Brewing Lounge New to MICE2017, a Brewing Lounge will also serve as the setting for ASCA Australian Brewers Cup. The relaxing lounge setting will be the viewing platform for the competition, including a tasting bar where participants will be able to sample some of the same coffees used in the competition.
GROWERS As the largest gathering of coffee roasters in Australia, MICE is where origin organisations and coffee traders can best connect with the Asia Pacific roasting community. The event is a beacon for the region’s specialty coffee industry, participating 35 exhibitors are sure to connect with the decision makers who purchase beans. COUNTRIES WERE REPRESENTED AT MICE2016 Origin Alley In 2017, Origin Alley returns, this time transformed into a true origin experience for attendees. The stunning setting will bring visitors to the land where coffee is grown, enabling a real sense of connection with coffee farms.
where will you be in 2017? SECURE YOUR POSITION TODAY, CONTACT EVENT.ORGANISER@PRIMECREATIVE.COM.AU OR CALL +61 3 9690 8766