SCAE World of Coffee Vienna 50 per cent sold

The Specialty Coffee Association (SCAE) World of Coffee Vienna has sold almost 50 per of its exhibition space eight months ahead of the event.

This showcase for coffee industry professionals is set to take place from 13 –15 June, welcoming representatives from more than 50 countries, with an estimated 10,000 plus visitors, organisers reported in a press release. The release noted that the event is not just for coffee specialists. Exhibitors already booked also include a wide range of food-to-go solutions, premium equipment and services companies.

“Through SCAE's strategic relationship building with some of the biggest companies and media in Europe, SCAE World of Coffee is set to attract an unprecedented number of trade buyers next June,” the press released stated. “With a major investment in a public relations and marketing campaign throughout Europe, media coverage has already commenced in the leading European trade publications.”

At the 3Gast Expertenforum in Vienna in October, the World of Coffee team presented to an audience of major food service and retail buyers in Europe. As a result one of Europe’s largest coffee roasters, Julius Meinl, committed to inviting over 20,000 of its customers to attend the SCAE event.

Mayor and Governor of Vienna, Dr Michael Häupl, has agreed to act as patron of SCAE World of Coffee 2012. With the assistance of SCAE's Austrian Chapter, organisers noted that the event has secured key support from the Viennese Chamber of Commerce and more specifically the Vienna Coffee House Association, who are promoting the event throughout Austria and its neighbouring countries including Switzerland, Hungry, Germany, Poland, Czech Republic, Slovenia and Slovakia.

“We are delighted that SCAE is to host an event of this scale in Vienna,” says Häupl. “Given the long-standing history with coffee that we enjoy, it is very fitting that this world-class event should take place here. We are very much looking forward to welcoming all of the foodservice professionals and the barista community from home and abroad to our city.” New for 2012 will be the introduction of the 'Product of the Show Awards' initiative, which has been designed to reward excellence and innovation within the industry, as well as present exhibitors with the opportunity to showcase their product or service and attract the attention of visitors and the expert judging panel. In addition, the 'Product of the Show' entries will enjoy the profile of a dedicated display in a premium location at the show.

Also new to the event is the 'The Business of Coffee' Conference. This half-day forum is an event for key decision makers and influencers from the coffee community. All business facets of the coffee world including analysis of current trends and future forecasts will be discussed. Exhibitors will be presented with the opportunity to network with the biggest buyers in the business.

The world's pre-eminent international coffee competition, the World Barista Championships, will be set alongside the major trade fair exhibition extending to 7000 square metre. The event will also host the World Brewers Cup, the World Cup Tasters Championship and the World Cezve/Ibrik Championship. For more information, visit

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