As trailblazers in sustainable coffee culture, KeepCup is returning to the Melbourne International Coffee Expo in a big way.
After 15 years at the forefront of reusable coffee culture, KeepCup is sharpening its focus on younger drinkers.
Its Sip Check campaign, unveiled in December 2025, will take the stage at MICE in March 2026, positioning reusable cups as equal parts sustainability tool and style statement.
For MICE26, Co-Founder and Managing Director Abigail Forsyth says the KeepCup stand will focus on personalisation and everyday reuse, with Sip Check brought to life through an interactive mirror moment.
“I’ll just say that you’ll need to bring your phone along to our booth … it speaks to KeepCup as an accessory to your life … I can’t say much more than that.”
Alongside this, there will be a customisation-led element showing how cafés can merchandise multiple products and colourways together, as well as “playful opportunities” for visitors to personalise their cups on the trade floor.
It’ll also be a key chance for KeepCup to present its expanded range, as well as new coffee accessories, to potential wholesale customers and general coffee enthusiasts.
“We haven’t exhibited at MICE for a couple of years, so it’s an opportunity for us to showcase the whole range of new products we have online that cater to all the different styles and ways people are using the brand,” Abigail says.
Products that have experienced significant growth in the last few years include the Cold Cup range, as well as the Commuter mug. More are expected to be added to this list, to be unveiled at MICE.
With the expo serving as a significant gathering space for the coffee industry, Abigail is aware of its importance in forming connections and sharing innovations.
“The support of the speciality coffee industry has always been absolutely foundational to KeepCup – it’s where we got our start all those years ago,” says Abigail.
“It’s about finding that next generation of roasters, cafés, baristas, and people who are interested in the industry, and being able to get them all in one place and have those conversations.
“It’s very energising and we’re excited to be there.”
Working in the sustainability space for more than a decade, she has seen many changes in the industry.
She’s also seen a stronger appetite for local manufacturing, with consumers looking at supporting homegrown suppliers – KeepCup’s own Cold Cup is “100 per cent made in Australia”.
“It goes to who we are as a brand and to sustainability. Many cafés are about community, so there’s a flow-on effect of supporting the businesses that surround that community,” she says.
Abigail also points to the significant shift toward making high quality coffee at home – and how the Australian industry is tapping into that.
At the same time, cafés are doubling as a retail space for companies like KeepCup, where consumers can purchase its re-usable cups and limit the environmental impact of takeaway coffee consumption.
“The nice thing about KeepCup now is we’ve got a lot of breadth in our product range, where we can have a number of products that appeal to different customer types, different coffee drinking preferences. In that sense, we can become a one-stop shop for a café to purchase their reusables,” she says.
“It’s a way to connect people – you’re buying the beans; you buy the cup – it creates a sense of community.”
As MICE approaches, Abigail reiterates that word – connection – is front of mind.
“Having the chance to connect at MICE is essential. It allows us to establish our presence within the specialty coffee industry while engaging directly with the community,” she says.
“Whether that’s through a great experience of coming to visit the stand, showcasing our product range and the new items we have on offer, meeting new and existing customers, or even talking with industry peers: those moments – when you meet someone face-to-face – become so vital to building relationships … after that, everything flows so much more effortlessly.”
For more information, visit au.keepcup.com
This article appears in the February 2026 edition of BeanScene. Subscribe HERE.
