Why market leaders will not be exhibiting at Melbourne’s biggest coffee event in 2016.
In previous years, key players in the coffee category, Nespresso, De’Longhi, Jura, Sunbeam and Breville, all heavily invested in brand exposure at the Melbourne International Coffee Expo (MICE). However, these suppliers have come to the consensus that MICE is more focused on coffee retail and cafes, rather than their target audience of home style coffee.
Appliance Retailer spoke to MICE director, Simon Coburn, to investigate.
“MICE hosted the World Barista Championships and the World Latte Art Championships in successive years. With these events there was a groundswell of activity and hype that surrounded it within the industry leading companies across the entire coffee industry, whether trade-focused or consumer-focused, to get involved,” Coburn said.
“Many European-based coffee equipment providers are keen to take their new products and technology to the global market, and will be exhibiting at MICE in their own right, along with their distributors,” Coburn added.
Australia has two current World Coffee Events champions from this year’s World Coffee Events; the World Barista Champion in Sasa Sestic and the World Latte Art Champion in Caleb Cha.
“With two current world champions, there will be a similar buzz about the national competitions in the lead-up to and during MICE, and around the industry itself. With such increased activity, the next instalment of MICE is shaping to be extremely successful,” he concluded.