Event Organisers of the Melbourne International Coffee Expo (MICE) have announced new dates for the 2017 event: 30 March to 1 April.
MICE is Asia Pacific’s largest specialty coffee event. At the past event, an impressive 9,213 people came to touch, taste, try and buy at MICE2016, which housed 120 exhibitors in the Grand Pavilion at the Melbourne Showgrounds.
Event Organisers say that moving the event to the end of March, should help attract an even stronger crowd.
“The date change is a result of exhibitor feedback and not wanting the country’s top coffee event to clash with the Grand Prix, Arnold Classic, or any other event in Melbourne,” Event Organiser Simon Coburn said. “We want Melbourne to be completely focused on coffee for an entire weekend, and moving the event later in March is the best way to satisfy our exhibitor needs, that of consumers – and avoid potential heat waves.”
In 2017, MICE is set to become bigger and better than ever with exciting new features added to an already impressive line-up. They include:
- The return of all Australian Coffee Championship events under the one roof
The Australian Specialty Coffee Association (ASCA) will host the country’s most preeminent coffee competitions in the Grand Pavilion. They include the Australia Barista Championship, Australia Latte Art Championship, Australia Brewers Cup, Australia Cup Tasting Championship, and Australia Coffee in Good Spirits Championship.
- Brewing Lounge
New to MICE2017, a Brewing Lounge will serve as the setting for ASCA Australian Brewers Cup. The relaxing lounge setting will be the viewing platform for the competition, including a tasting bar where participants will be able to sample some of the same coffees used in the competition.
- Tea Expo
Although tea has always been an offering at MICE, in 2017 it will take centre stage at the Australian International Tea Expo, presented by Australian Tea Masters. Taking place in conjunction with – and right next door – to MICE, the event will host premium tea suppliers and related products.
- More education
A series of training rooms will provide industry-recognised education, in all aspects of coffee preparation from espresso through to filter. This will be a primary destination for baristas and coffee professionals from around the country looking to further their expertise in their chosen field.
Returning in 2017 is Melbourne Coffee Week, the coffee industry’s answer to Good Beer Week; the highly successful MICE Product Innovation Awards; the Royal Agricultural Society of Victoria Australian International Coffee Awards; Sensory Lab Brew Bar; Roasters Alley; and Origin Alley.
“MICE is a one-stop-shop for café owners, a business hub for roasters, a connection platform for growers, and a network space for baristas,” Simon said.
“We’re exited for the new features and opportunities MICE2017 will offer. We encourage the coffee community to support the event that supports the industry we all love and respect.”
There’s only 296 days to go, but who’s counting?
Secure your position at MICE2017 today, contact Event.Organiser@primecreative.com.au or call +61 (0)3 9690 8766
Image credit: Blake Storey, Melbourne International Coffee Expo