MICE 2025 brought together coffee professionals, enthusiasts and innovators for three days of education, networking and sensory experiences.
Where innovation does not stop, education should not stop. In the coffee industry, new trends and flavours are emerging rapidly. To keep up with the sector, coffee industry experts gathered at the Melbourne International Coffee Expo (MICE) 2025 to share knowledge and educate coffee lovers across the three days.
MICE 2025 brought together a record number of coffee professionals, enthusiasts and innovators at the Melbourne Convention and Exhibition Centre. More than 31,000 visitors attended over the three days, with 134 exhibitors from across the sector showcasing their products, expertise and innovations.
The show floor was filled with the aromas of freshly brewed coffee as roasters, equipment suppliers and industry service providers engaged directly with café owners, distributors, food and beverage experts and coffee lovers. The event combined business opportunities, sensory experiences and industry discussion, creating an atmosphere that was both energetic and collaborative.
Across the three days
The first day focused on café menu trends and integrating creativity with flavour into workflows. Traceability and sustainability were a key topic in an intimate one-on-one session about educating the world on coffee as a force for good.
Industry leaders also shared their stories on their experiences with international markets and the realities of doing business overseas. Chief executive officer at International Coffee Consulting, Gerd Müller-Pfeiffer, spoke on the changing coffee culture and where future growth lies.
The second day examined the rising costs of coffee across the supply chain and what this means for producers, traders, coffee roasters and café owners in meeting consumer expectations. Following this, a panel explored solutions to the challenges of logistics and transportation. Discussing the evolution of the coffee sector, another panel took a deep dive into coffee commitment and growth plans from brands including McCafé, 7-Eleven and Soul Origin.
The third day explored the social responsibility of businesses in the sector and the future of coffee through technologies. A panel called Straight to the Source: 1-on-1 With Coffee Farmers highlighted the producers behind the beans, giving credit to farmers who manage the realities of coffee production.
The event brought together coffee lovers and delivered interactive experiences while providing educational panels to help the industry navigate challenges. Following this success, organisers are already expanding the program to include both new and returning activations designed to enhance the visitor experience for MICE 2026.
Bringing creativity to the show floor
Sponsors played a key role in shaping the experience at MICE 2025. MILKLAB, an Australian-owned barista milk company, created one of the busiest stands with a chequered dance floor, DJ booth and immersive drink experiences. Its popular strawberry matcha drink attracted queues of up to 45 minutes.
As a MICE supporter for eight years, the brand also hosted the Royale Tasting Experience, pairing premium coffee roasts with MILKLAB products, alongside daily latte art competitions that drew large audiences.
These high-energy activities added to the vibrant atmosphere, reinforcing MICE’s reputation as a hub for creativity and connection within the coffee sector.
Roasters Playground
Another highlight of MICE 2025 was the Roasters Playground, developed by an advisory committee with representatives from La Marzocco, San Remo, Service Sphere, Single O, Bombora, ST. ALi, Riverina Fresh and Veneziano Coffee Roasters. The committee reviewed past events and made recommendations to boost value for exhibitors and attendees.
This area featured a rotating line-up of Australia’s top roasters, offering tastings, competitions and coffee conversations throughout the event. Its success confirmed its place as a central attraction for both trade and public visitors.
Across the three days, crowds gathered to sample coffee from different roasters, participated in interactive sessions and enjoyed the lively atmosphere. The Roasters Playground not only allowed roasters to showcase their craft but also encouraged meaningful connections between industry professionals and consumers.
Following its strong debut, organisers have confirmed that the Roasters Playground will return in 2026, with plans to make it bigger and better through the support of La Marzocco and Riverina Fresh.
Spots filling quick
MICE 2026 will return from 26 to 28 March and exhibitor spots are already filling.
The 2025 event demonstrated how industry collaboration can deliver both commercial outcomes and cultural impact. By bringing together diverse voices and expertise, MICE created an environment where ideas are exchanged, trends are set, and the future of the coffee industry is shaped.
MICE has built its reputation as the meeting place for everyone from small specialty coffee businesses to large-scale equipment suppliers. Its combination of product displays, hands-on experiences, educational content and networking opportunities makes it a valuable event for the entire supply chain.
With demand already high for exhibitor spots in 2026, organisers expect another year of growth. For businesses in the coffee sector, MICE represents not only an opportunity to showcase their products but also to engage in the conversations and partnerships that drive the industry forward.
From its vibrant show floor to its late-night sessions and industry connections, MICE 2026 aims to build on the success of 2025 while introducing fresh experiences for attendees. Whether it is tasting a new blend, discovering innovative technology or forging a new business relationship, visitors can expect an event that celebrates coffee in all its forms.