MELBOURNE INTERNATIONAL COFFEE EXPO
4-6 MARCH 2027
Melbourne Convention and Exhibition Centre www.internationalcoffeeexpo.com
MICE 2027 PROSPECTUS
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ABOUT MICE Returning to the Melbourne Convention and Exhibition Centre from 4-6 March 2027, the Melbourne International Coffee Expo (MICE) brings together a truly diverse mix of exhibitors including equipment and machinery providers, coffee roasters, green bean traders and producers, ingredients and beverage brands, packaging and sustainability solutions, as well as technology, business, and hospitality suppliers. Across three full days, exhibitors can showcase products in a live and engaging environment, run practical handson demonstrations, and connect directly with café owners, roasters, and key decision-makers actively evaluating relevant new suppliers and potential solutions. Beyond the show floor, MICE delivers a full-scale industry experience that keeps buyers engaged. From the Café Owners Education Series and the Roasters Playground to networking moments like the Opening Party held in conjunction with the Coffee Hero Awards and MICE at Night, the event is designed to drive repeat visitation and meaningful interaction. MICE attracts a highly targeted audience looking to improve efficiency, increase profitability, and discover new products, creating an environment built for genuine conversations and lead generation. For businesses serious about growth in the coffee sector, being part of MICE is a strategic investment in visibility, relationships, and commercial outcomes.
KEY COMPANIES IN ATTENDANCE AT MICE2026 McDonald’s Australia
Hungry Jack’s
Compass Group
Nestlé
Starbucks
Gloria Jean’s Coffees
Accor Group
Coles Group
7-Eleven
Degani
Delaware North
Puzzle Coffee
Guzman y Gomez
Muffin Break
Trippas White Group
KPMG Australia
Grill’d
Soul Origin
Hudson Food Group
CommBank
Subway Australia
San Churro
Australian Venue Co.
Simonelli Group
KFC Australia
Chatime
Minor Hotels
David Jones
Domino’s Pizza Australia
Schnitz
Emirates Leisure Retail
Hyatt Melbourne
MICE 2027 PROSPECTUS
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2026 BY THE NUMBERS TRADE ATTENDEE BREAKDOWN
TOTAL ATTENDANCE
25,939 UNIQUE VISITORS
14,159 EXHIBITORS
157 ROASTERS PLAYGROUND ROASTERS
34
36% PUBLIC
64% TRADE
10.7% 35.1%
24.5% BARISTAS
CAFÉ OWNERS/ OWNERS
29.7% ROASTERS
OTHERS/INDUSTRY SUPPORT
MICE 2027 PROSPECTUS
What’s on Roasters Playground
Created to spotlight Australia’s dynamic roasting community, the Roasters Playground gives roasters dedicated half-day sessions to present their coffees to a highly engaged audience of café owners, buyers, and industry professionals actively seeking new products and partnerships. Designed to drive interaction and discovery, the feature consistently attracts strong foot traffic, encourages direct feedback, and creates meaningful opportunities for brand exposure, lead generation, and commercial connection across every session.
Trip to Origin
Trip to Origin is a dedicated show floor feature honoring the producers and countries responsible for harvesting and nurturing the production of coffee – of which the entire show is anchored around. Designed as an immersive experience, farming representatives, embassies, coffee boards, and green bean traders are provided a space to conduct open dialogue with roasters, buyers, and café owners, and hold guided cuppings to showcase provenance, processing methods, and flavour profiles.
Café Owners Education Series
The Café Owners Education series returns in 2027 produced in partnership with BeanScene Magazine. This much-loved show feature is curated for café owners to learn, be inspired and hear valuable insights on the topics, trends and key areas business owners need to be across to help them grow and thrive in today’s competitive landscape.
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MICE 2027 PROSPECTUS
What’s on Coffee Industry Heroes Awards
Celebrate the incredible people driving the growth of the coffee industry. Held in conjunction with the MICE Opening Party, the awards recognise the contributions of exceptional individuals across the supply chain, from producers and roasters to café owners, baristas, and industry leaders, shining a spotlight on innovation, dedication, and impact while bringing the community together to mark the start of 14th edition of MICE.
GCR Symposium
The GCR Leaders Symposium brings together influential industry voices for curated and strategic discussion on the themes and subjects influencing the Australian and global roasting landscape. This ticketed breakfast, networking and panel event within the MICE program is designed to roasters, business owners, operators and key industry decision makers, and returns in 2027 due to popular demand.
MICE at Night
Back for its second edition, MICE at Night extends the show floor into the evening, giving café owners and operators the chance to attend outside of peak service hours. Blending networking, live activations, and a more relaxed atmosphere, the event transforms the exhibition into a high-energy industry gathering. When you shut your doors, we keep ours open so you don’t miss out.
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MICE 2027 PROSPECTUS
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EXHIBITING OPPORTUNITIES Shell Scheme Inclusions
• Fascia board across aisle frontage • Each wall panel is a complete set consisting of an aluminium frame skinned with 3mm white PVC • 2 x energy efficient spotlights per 9sqm on light track inside fascia • One 240 volts/1000watt/4amp general purpose outlet per booth • 1m x 1m carpet tiles in grey
Space Only Inclusions
• Space only package (minimum requirement of 18sqm) • Bulk floor space only package pricing (54sqm and larger) • Space only packages will be available for exhibitor stands building a custom stand/display • Please note: no power is provided in a space only package and all exhibitors must provide their own flooring – carpet at a minimum • All space only stands must have a neat, enclosed back wall where connected to another stand
Upgraded Shell Inclusions
• The standard shell scheme package • Standard counter for a machine: black, 60x180x90cm • 1 x 15amp G P O (3600w) (suitable for a grinder) • 1 x 32amp 3 phase outlet (suitable for a machine) • Water connection to your equipment (excludes wastewater connection
*Please see exhibitor manual for full conditions relating to space-only bookings.
MICE 2027 PROSPECTUS
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PLATINUM SPONSOR Platinum Sponsorship Inclusions OPTION 1
OPTION 2
Lounge
MICE at Night
OPTION 3
OPTION 4
Roasters Playground
Town Square
• Logo/branding on feature • 5 x floor decals throughout expo • 4 tickets to the Coffee Heroes Awards • 20 x 3-day passes to MICE
• Logo/branding on feature • 5 x floor decals throughout expo • 20 x 3-day passes to MICE • 4 tickets to the Coffee Heroes Awards
• Logo/branding on feature • 5 x floor decals throughout expo • 20 x 3-day passes to MICE • 4 tickets to the Coffee Heroes Awards • $7,500 bar tab to be apportioned by PCM
• 9x6m space only stand • Logo on print ads • Logo on edms • Logo on website • Logo on signage at the event • Announcement post on social media • Quarterly social media mentions • Digital marketing package • Article written by PCM marketing team and published on website
• Logo/branding on feature • 5 x floor decals throughout expo • 20 x 3-day passes to MICE • 4 tickets to the Coffee Heroes Awards
*Available on a first-in, first-served basis. Pricing on application. Please contact our BDM team to receive full pricing.
MICE 2027 PROSPECTUS
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GOLD SPONSOR Gold Sponsorship Inclusions OPTION 1
Registration Sponsor
• Logo on registration area • Logo on attendee badges
• 6x6m space only stand or 6x3m shell • Logo on edms • Logo on website • Announcement post on social media • Logo on signage at the event • Quarterly social media mentions • Digital marketing package
OPTION 2
Conference Sponsor
• Logo on conference program • Logo onsite • Curate a panel for the Café Owners Education Series in consultation with our conference producer • 10 x 3-day passes to MICE
OPTION 3
Milk (Dairy) Sponsor
• Logo/branding on feature (Roasters Playground) • 4 x floor decals throughout expo
OPTION 4
Milk (Alternative) Sponsor
• Logo/branding on feature (Roasters Playground) • 4 x floor decals throughout expo
*Available on a first-in, first-served basis. Pricing on application. Please contact our BDM team to receive full pricing.
MICE 2027 PROSPECTUS
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SILVER SPONSOR Silver Sponsorship Inclusions OPTION 1
Lanyard Sponsor (trade)
• Branded lanyards (PCM to supply)
OPTION 2
• 6x3m space only or shell scheme stand • Logo on edms • Logo on website • Announcement post on social media • Logo on signage at the event • Quarterly social media mentions • Digital marketing package
Lanyard Sponsor (consumer) • Branded lanyards (PCM to supply)
OPTION 3
Satchel Sponsor
• Branded satchels (client to supply)
*Available on a first-in, first-served basis. Pricing on application. Please contact our BDM team to receive full pricing.
MICE 2027 PROSPECTUS
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BRONZE SPONSOR Bronze Sponsorship Inclusions OPTION 1
Expo Sponsor
• 3 x floor decals throughout expo
• 3x3m shell scheme stand • Logo on edms • Logo on website • Announcement post on social media • Logo on signage at the event • Quarterly social media mentions • Digital marketing package
*Available on a first-in, first-served basis. Pricing on application. Please contact our BDM team to receive full pricing.
MICE 2027 PROSPECTUS
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DIGITAL MARKETING PACKAGE Sponsors enjoy ongoing visibility and engagement across the Melbourne International Coffee Expo’s digital channels, ensuring their brand stays front of mind with our audience throughout the year.
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INCLUSIONS
• One (1) x 500-word (supplied) press release published on the MICE news site • One (1) accompanying (supplied) image • Social sharing via MICE social channels (Facebook, LinkedIn, Instagram)
SECURE YOUR SPOT for MICE 2027
Caitlyn Schroder
BUSINESS DEVELOPMENT MANAGER P +61 422 616 054 E caitlyn.schroder@primecreative.com.au
www.internationalcoffeeexpo.com
Melbourne International Coffee Expo /MelbCoffeeExpo @melbournecoffeeexpo