Make the best purchase of the year and book your tickets to MICE2020 to secure your position at the hottest coffee event, and parties, in town.
Ten years ago, hoards of footy fanatics would line up at the crack of dawn, some camped overnight, in order to gain first pick of AFL finals tickets as the clock struck 9am in a first come, first served basis. Some may recall gathering at university libraries minutes before tickets to top music festivals were released. Students would click refresh on repeat with the lucky few proudly boasting their win. On 1 August, coffee fans felt the same rush of adrenaline when tickets to the Melbourne International Coffee Expo (MICE) 2020 went live.
“The official ticket launch is a sign that MICE2020 is well and truly on the horizon. Next year’s event is such a highly anticipated one, so it’s essential that visitors make the most of early bird ticket sales to gain their place at the Southern Hemisphere’s biggest dedicated coffee event, and at the best prices,” says MICE Show Director Lauren Winterbottom.
MICE2020 visitors can maximise sale opportunities with early bird general ticket sales of $30 for a one-day pass, $40 for a two-day pass, and $50 for a four-day pass. Ticket prices include access to the expo and viewing of the World Barista Championship (WBC) and World Brewers Cup (WBrC). Early bird rates apply until 31 October.
“Next year’s event is a four-day extravaganza. For those that plan to book out their entire week and maximise every education opportunity, the four-day pass is the best value to ensure you don’t miss any part of the action – on the expo floor or the comp stage. It’s been seven years since we last hosted the WBC and WBrC, and who knows when it’s going to come back again?” Lauren says.
In addition to the expo sales going live, MICE Platinum Sponsor St Ali will also launch a suite of ticket offerings on the MICE website. The roaster, known for its quality coffee and food, will also uphold its reputation for memorable parties.
“What better way to celebrate the world coming to Melbourne than to open our shop doors and café laneway to welcome the world’s best barista talent to our coffee city? All the competitors will be focused on putting their best foot forward, but we also want to create a fun atmosphere where they can enjoy their time in Melbourne and make lasting memories,” says Michael Cameron, Studio Ali Manager.
St Ali will host the following official events, with all details and prices available via the MICE website:
• Welcome to Melbourne evening – Sunday 3 May 2020
To welcome all competitors and non-competitors to Melbourne, St Ali will host an evening of top-notch food, coffee, and entertainment, celebrating the laneway vibes of Melbourne to kickstart the expo week. Expect live DJs and Studio Ali offering “Made in Melbourne” bespoke souvenirs from its nearby studio.
• Coffee Tasting Menu Dinner – Tuesday 5 May 2020
Combining St Ali’s world-class kitchen with WBC coffees sourced by its green bean procurement specialist, St Ali will present a tasting menu matched to WBC coffees, limited to 80 seats.
• Official MICE2020 Afterparty – Thursday 7 May 2020
In conjunction with World Coffee Events, St Ali will hold the Official MICE2020 Afterparty. VIP tickets will be available allowing access to plenty of extras and goodies. St Ali knows how to party – come along and see how. General entry is automatic for all MICE ticket purchases.
• Laneway Recovery – Friday 8 May 2020
Finish up MICE2020 with a relaxing recovery laneway party. Stationed in St Ali’s South Melbourne laneway, there will food trucks and coffee galore, with the return of Studio Ali’s “Made in Melbourne” bespoke souvenir shop. Michael says this will be the perfect way to finish up an epic week.
With the countdown to MICE2020 well and truly on, event organisers have confirmed original space allocations have sold out, with limited additional space still available.
The event will see a high representation of roasters, manufacturers, traders, and suppliers, including long-time exhibitor Bombora Coffee + Water Supplies. Bombora Managing Director Bernard Peters says for him, MICE2020 is a chance to catch up with customers, suppliers, and friends.
“It’s the one show in Australia that focuses completely on specialty coffee. If you are in the coffee industry this show is for you,” Bernard says.
With Bombora introducing new products each week to market, Bernard anticipates May 2020 will present more products and exciting innovations to introduce to the Australian and international audience.
For Tercio Borba, Co-Founder of 3Brothers Coffee, MICE will be an opportunity to run a schedule of cupping throughout the day, combined with other collaborative activities and seminars.
“Our model is based on knowledge sharing so we will bring exciting speakers, farmers, experimental aspects, the map of chemistry of coffee, neuroscience in coffee and how we perceive flavours, plus more,” Tercio says.
MICE2020 will mark 3Brothers’ 10-year anniversary. Tercio says the event is a great way to “meet exciting people, drink amazing coffee, and have a laugh while doing great business”.
“MICE is a great global platform for us to expose our work, brand, and unique business model working with producers and roasters. MICE is also based in the country of birth of 3Brothers Coffee, where it all started, Australia,” Tercio says.
He adds that Australians are innovators in many industries including coffee and have set the benchmark for roasting, brewing, and service.
“The level of knowledge and development applied into coffee service is one of a kind. So many people have been doing an incredible job to make this one of the most exciting spaces in the world of coffee,” Tercio says.
This article appears in the August edition of BeanScene Magazine. Subscribe HERE.
For more information and to buy tickets, visit www.internationalcoffeeexpo.com