By Patrick Avenell
The spirit of competition will return to the Melbourne International Coffee Expo (MICE) in 2014 after that show was awarded the hosting rights for the World Latte Art, World Coffee In Good Spirits and World Cup Tasters Championships.
The 2013 edition of MICE was highlighted by the World Barista Championships, a major drawcard for this combination trade and consumer exhibition. Sunbeam, Breville, Jura and Nespresso were among the consumer brands showcasing their latest coffee machines and technology to retailers, dealers and consumers at the show.
This announcement means MICE will continue to attract large crowds of coffee fans hoping to learn from the masters. The 2013 World Latte Art Championships were held late last month in Nice, in France, and was won by Hisako Yoshikawa of Japan.
“We are really honoured that, after having such great success with the World Barista Championship and the World Brewers Cup in 2013, World Coffee Events (WCE) has chosen the Melbourne International Coffee Expo as the stage for these three great competitions,” said MICE 2014 show director Clint Hendry in a statement.
"The ability to foster the growing and vibrant coffee community in Melbourne is an exciting opportunity by continuing our partnership with MICE2014 in their third edition of the event," said Carl Sara, Chair of the WCE Board of Advisors.
"In line with the mission of WCE to produce premiere coffee events around the world, our organization is continually seeking to build long-standing relationships with global partners, such as MICE 2014."
MICE 2014 is being held at the Royal Melbourne Showgrounds from 15-18 May 2014.