MICE2025 delivered a celebration of coffee culture at the Melbourne Convention and Exhibition Centre, drawing over 31,000 visitors and showcasing more than 130 exhibitors.
The expanded program featured workshops, panels and vibrant activations. Siobhan Rocks, general manager Events at Prime Creative Media, praised the turnout:
“We were thrilled with the response to MICE2025. We had put in the hard work to make the event the best yet, but we couldn’t believe just how many people engaged and came through the doors,” said Rocks.
An advisory committee of industry leaders helped shape the event, with one major success being the Roasters Playground, supported by La Marzocco and Riverina Fresh. Featuring tastings, competitions and conversations, it became the hub of activity.
“It was by far the busiest area of the show floor – the coffee was flowing and the vibes were high,” Rocks added.
Long-time sponsor MILKLAB drew long queues with immersive activations, including strawberry matcha drinks. Their stand featured a DJ booth, a chequered dance floor, and the Royale Tasting Experience, where $500 daily prizes were on offer.
“One of our highlights was definitely our strawberry matcha drinks. At some points, there was a 45-minute queue which was unbelievable – we certainly didn’t expect that – but becoming a crowd favourite was pretty exciting” said marketing coordinator Sheridan Smith.
“Our baristas really push the boundaries on technique and creativity.”
Sustainability was a key focus, with Huskee introducing its reusable cup system. The initiative helped prevent 40,000 single-use cups from going to landfill.
Huskee also incentivised participation via its app, rewarding users who returned their cups:
“MICE was a fantastic opportunity to trial what motivates people to switch to reusable,” said head of sales and marketing at Huskee Michael McFarlane.
Following the success of MICE2025, organisers have confirmed MICE2026 will be held from 26 to 28 March 2026 at the Melbourne Convention and Exhibition Centre. Stands are open for booking via the official MICE website but you must be in quick. Stands are already being snapped up by those who attended the last event with its record crowds.