The Melbourne International Coffee Expo (MICE) 2025 is a wrap, and what a ride it’s been! This year marked our 11th year exhibiting, and it felt like everything aligned perfectly. From engaging activations to reconnecting with so many familiar faces, it was already shaping up to be one of our best years yet. But what made it truly unforgettable was being voted Australia’s Favourite Coffee by attendees. After years of chasing flavour and continually pushing ourselves to refine and innovate—always with the goal of giving our café partners the highest possible chance of success—this recognition was the ultimate reward.

Knowing that our work resonated with the community in such a meaningful way was humbling. But as always, MICE wasn’t just about us—it was about sharing experiences, exploring new ideas, and creating memorable moments through coffee. This year, we brought a little something for everyone, from tasting challenges that had seasoned baristas second-guessing their palates to signature drinks that kept people coming back for more, and pour-over flights that showcased some truly remarkable coffees.

Here’s a look back at the highlights

Game of Tongues: Robusta or Not?

This was not your average tasting challenge. At the Game of Tongues, we asked patrons to identify which of the four coffees in front of them were robusta and which weren’t. Sounds simple? It wasn’t. The curveball? One of the robustas was a very special lot from El Vergel that had even the pros scratching their heads. With its complex profile, it threw off more than a few trained palates. The result? Over 600 people confidently mistaking robusta for arabica!

But those who triumphed walked away with bragging rights and a sleek Zest Tote Bag to carry their victory home. And let’s just say, with only 65 winners, those totes became the unofficial status symbol of MICE 2025.

Signature Drinks Station: Crowd Pleasers All Day Long

Our Signature Drinks Station was the flavour hub of the event, pouring out three incredible concoctions that kept queues long and taste buds happy. Over 5000 signature drinks were served across the three days, including

• Zest Blanc – A velvety white coffee creation that was smooth, balanced, and impossible to put down.
• Citrus Sol – Bright, refreshing, and layered with citrus zest that danced on the palate.
• Cardamom Cold Brew – A bold yet aromatic brew with just the right hint of spice, keeping everyone cool and caffeinated.

We’re pretty sure a few people came back for “just one more” about five times… and we respect that.

Pour-Over Flights: A Journey Through Flavour

For those looking to deep dive into the nuances of origin and processing, our Pour-Over Flights were a hit. Across three different flights—Lohas Flight, CGLE Flight, and Jack Murat Flight—we brewed and served over 600 pour-overs, each one highlighting the meticulous care that goes into our sourcing and roasting.

And while we didn’t keep track of how many people tried to sneak an extra tube of Hydrohoney Java from the Lohas Flight, we can confirm that 38 individuals were caught “reaching” for a little take-home souvenir. Don’t worry, we forgive you. That coffee was that good.

Espresso Bar: Blends on Point

No Zest activation would be complete without an Espresso Bar in full swing, and MICE 2025 was no exception. Our signature blends were on pour all day long on the Synesso provided by our mates at Xtracted, served both as black and milk-based coffees. We lost count of how many times we overheard, “I could drink this all day,” but with over 4500 coffees served, we believe it.

We even had a few curious guests ask if they could buy our espresso machine to take home. We love the enthusiasm, but sorry—our Synesso isn’t going anywhere!

Fun Stats from MICE 2025

MICE 2025 was all about flavour, fun, and… a few unexpected surprises. Here’s a look at the numbers that made us smile

• 5000+ signature drinks served – Safe to say, the Zest Blanc was a fan favourite.
• 4500+ coffees poured – Our baristas didn’t miss a beat, even with queues stretching to the next stand.
• 600+ pour-overs brewed – From first-timers to coffee geeks, everyone loved exploring our flights.
• 600+ mistaken robusta guesses – Proof that El Vergel’s robusta is in a league of its own.
• 65 Zest Tote Bags won – And proudly carried around like trophies. (Not sure if this is correct, will need confirmation)
• 38 caught stealing Hydrohoney Java tubes – Don’t worry, we didn’t press charges. But we’re considering body cameras for next year!

We’re also pretty sure someone asked if they could move into our booth permanently, but with 31,708 attendees this year, we couldn’t quite make that work. Maybe next year?

Signing Off: See You in 2026!

MICE 2025 was one for the books—an unforgettable celebration of coffee, creativity, and community. We’re incredibly grateful to everyone who visited, tasted, and shared their love for what we do. At the heart of our business is a commitment to helping our café partners thrive, and it was rewarding to extend that same spirit to the attendees of MICE this year. Whether you walked away with a tote bag, mistook robusta for arabica, or discovered a new favourite drink, we’re glad you were part of it.

As we pack up and look ahead, we’re already dreaming up what’s next. Until then, keep chasing flavour, stay curious, and we’ll see you at MICE 2026.