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MILAN, Italy – From specialty coffee to cutting-edge technologies and a strong focus on sustainability, the entire supply chain comes together at Host 2025 with the return of the World Barista Championship and an increasingly experiential, high-quality offer. From climate change to tech innovations and shifting consumption habits, the coffee and bar world is undergoing major transformations.
From countless iced coffee recipes to nitro coffee brewed with liquid nitrogen, consumers are seeking unique, personalized experiences in venues that deliver a multisensory experience – often opting for single-origin or organic coffee, with sustainability also top of mind.
This dynamism is reflected in the figures: combining domestic and out-of-home consumption, Statista estimates that the global market closed 2024 at USD 461.30 billion, expected to surpass USD 500 billion by 2028 and reach USD 521.90 billion by the end of the decade.
Host 2025 will showcase the coffee and bar sectors through SIC – Salone Internazionale del Caffè, a global reference point featuring all major players in the value chain, from green bean to cup. This year, SIC also welcomes the long-awaited return of the World Barista Championship to Milan, the most prestigious competition for baristas worldwide.
The event will offer a close-up look at how the industry is responding to new challenges – first and foremost, sustainability. Climate change is driving new cultivation techniques, more focus on biodiversity, and growing demands for traceability along the entire value chain. In terms of production, the most advanced technologies are focusing on energy efficiency, responsible resource use, and more sustainable materials for packaging and equipment.
Beyond supply and demand: a stage for constant innovation
Even the consumption experience is evolving: demand is growing for venues that combine quality, design and storytelling. Spaces where coffee becomes a cultural and social hub, driven by increasingly informed and curious consumers.
In this context, the WBC will be more than just a thrilling show – it will act as a powerful innovation driver. The competition will spotlight top global professionals showcasing cutting-edge techniques, precision and creativity to highlight the best coffee qualities and offers a consistent vision of where coffee professionals are heading to in the future.
With SIC and the return of the World Barista Championship, Host 2025 confirms its role as the go-to platform for understanding – and anticipating – global coffee industry developments. The event will be held from 17 to 21 October 2025 at Fiera Milano.
