Dubbed the Academy Awards of coffee, the Cup of Excellence celebrates the world’s best coffees. Campos Coffee Founder Will Young explains why the competition is key to the longevity of specialty coffee. Getting your hands on a Cup of Excellence (COE)-winning coffee takes patience and commitment. The real fun for Australian buyers starts in the early hours of the morning when international online auctions commence, but the game’s not over until a final bid is made, the countdown clock expires, and the hammer falls. “The longest auction I’ve ever experienced was early 14 hours for a COE coffee,” says Will Young, Campos Coffee Founder and Chairman of the Alliance for Coffee Excellence (ACE), the association that runs the COE competitions and auctions.