About the Show
Known as the cream of the crop since its 2012 launch, MICE is the only trade show entirely dedicated to the world of coffee. It’s where the bean meets the buzz by connecting buyers, sellers, and pros in one place to sip, chat, and innovate.
Established to celebrate the thriving coffee culture throughout the country and beyond, the expo is a unique space where the latest trends, innovations, and products are brewed. For its 2026 run, MICE will go bigger and better with more roasters, workshops, and opportunities to perk up the coffee game of the attendees. From demos and skill-building sessions to product showcases and exciting awards, visitors can expect a lot of new events for a caffeine-fuelled festival.
Key Features of the Show
Café Education Series
A favourite among café owners, this series delivers practical insights on everything from menu design to marketing. Developed with BeanScene Magazine, the program equips operators with business know-how to stay competitive in a fast-moving industry.
GCR Leaders Symposium
Hosted by Global Coffee Report, this symposium offers roasters and green bean traders world-class insights. Expect updates on global market shifts, challenges, and strategies to stay ahead in the international coffee trade.
Roasters Playground
Designed as a hub for roasters big and small, the Playground is where connections are made and new accounts are sourced. From niche roasters to major players, this feature packs a year’s worth of client interaction into just three days.
The Latest in Café Supply
From plant-based milk to teas and syrups, suppliers use MICE to keep their products front of mind. With flavour trends constantly evolving, it’s the go-to spot for new launches and industry staples alike.
Equipment Launches
MICE is a stage for unveiling the next wave of machines, brewers, and milk systems. With café owners and roasters making up the bulk of attendees, it’s a direct line to decision-makers eager to see innovation in action.
Melbourne Coffee Festival
Returning in 2026, this lively festival zone blends education and entertainment. Expect demos, masterclasses, espresso bars, DJs, and cocktails — creating a buzzing hub of activity on the show floor.
MICE at Night
For the first time, the show floor will extend into the evening, turning into an industry party. Café owners and exhibitors can network over coffee cocktails and enjoy a new after-hours experience.
Coffee Industry Heroes Awards
Celebrating the people driving Australia’s coffee sector forward, these awards highlight outstanding contributions. Held alongside the MICE After Party, it’s a night dedicated to recognising industry champions.
Trip to Origin
A new addition for 2026, this feature connects consumers and roasters with coffee growers. With talks from farmers, embassies, and traders — plus tasting sessions — it offers a true origin experience on the show floor.
Connection Lounges
Scattered across the exhibition, these lounges provide spaces for meetings and networking. They reinforce MICE as the place where deals are made and industry relationships grow.
Sponsorship Opportunities
Beyond exhibiting, MICE offers tailored sponsorship options for brands to boost visibility. From category sponsorships to exclusive activations, it’s a way for businesses to stand out in a competitive market.
Who Should Exhibit?
- Coffee Suppliers and Roasters
- Coffee Equipment Manufacturers
- Coffee Shops and Cafés
- Packaging and Labelling Solutions
- Beverage Manufacturers
- Barista Training and Services
- Sustainability and Ethical Coffee Initiatives
- Technology and Software Solutions
- Food and Snacks
- Hospitality Supplies
- Coffee Associations and Industry Bodies
- Distribution and Logistics Companies
Who Attends?
- Coffee Roasters
- Café and Restaurant Owners
- Baristas
- Coffee Equipment Suppliers
- Beverage Distributors
- Coffee Importers and Exporters
- Hospitality Industry Professionals
- Coffee Farmers and Producers
- Packaging and Labelling Suppliers
- Retailers and Wholesalers
- Coffee Enthusiasts and Hobbyists
- Coffee Trainers and Educators
- Industry Associations and Trade Organizations
- Investors and Entrepreneurs in the Coffee Sector
- Technology and Software Providers for the Coffee Industry
Why Should You Exhibit?
- Introduce Your New Roasts and Coffee Techs: Whether you have unique coffee blends and specialty roasts or innovative brewing machines and inventory software, MICE is your best platform to get the attention of coffee buyers and café owners looking for something new and distinctive.
- Link Up with Café and Restaurant Owners: Businesses wanting to upgrade their equipment or source premium beans attend MICE. If you carry products they are searching for, chances are you can connect with them and gain leads that will be helpful for your brand in the long run.
- Test New Market Trends: MICE is a great place to test the reach of your new products, especially if you are about to launch new drinks. Use this event to spotlight your fresh menu items, so you can get instant feedback on what’s hot and not.
Key Statistics from the Last Show
2025 Numbers
Social Media & Digital Reach
- Followers: 17,500 | Impressions: 477,581
- Followers: 922 | Impressions: 3,827
- Followers: 11,027 | Impressions: 12,393
- Website Page Views: 150,446
- Total Media Audience: 644,247
Total Attendance
31,726
Attendance Breakdown
- 39% Public
- 61% Trade
Among the 19,341 Trade Attendees
- 27% Baristas
- 12% Green Beans/Coffee Board
- 50% Café/Hospitality Owner or Senior Management
- 38% Roasters
Of the Total Attendance
- 9% International Attendees
- 91% Australian Attendees
(The international event saw exhibitors from right across the coffee world, including companies from Costa Rica, Nepal, Indonesia, Ecuador, El Salvador, Guatemala, Brazil, China, Japan, Italy, and Spain.)
Purchasing Authority
- 61% Direct Authority for Purchasing Decisions
- 18% Influence Purchasing Decisions
- 17% Collecting Information
- 4% No Purchasing Authority
