ASCA Coffee Championships returns to MICE2017

We are proud to announce that the 2017 ASCA Australian Coffee Championships will all be taking place at the Melbourne International Coffee Expo, from 30 March to 1 April 2017.

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.

In 2017, ASCA is proud to be an Official Partner of the event, and will be hosting all of its national competitions in the Grand Pavilion.  This includes the Australia Barista Championship, Australia Latte Art Championship, Australia Brewers Cup, and Australia Cup Tasting Championship.

“We are proud to continue to partner with MICE, in this fantastic event that has helped attract global attention on Australia’s specialty coffee industry,” says ASCA President Brent Williams. “Since the launch of MICE our competitors have been provided with a world-class stage to showcase their incredible talent.”

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.”.

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.o

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.

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.

“We’re excited 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.”

Anyone interested in exhibiting at MICE2017 is encouraged to register their interest early, as spaces are already filling up fast. Contact or call +61 (0)3 9690 8766

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