Montgomery Asia, a global exhibitions company with 125 years of experience, has partnered Malaysia Specialty Coffee Association (MSCA) to launch the inaugural International Café & Beverage Show (ICBS) next year in Kuala Lumpur, Malaysia.
Taking place from June 10-12, 2021, the three-day event will showcase artisanal food, beverage and café products from businesses and brands, both from Malaysia and the greater region of Southeast Asia.
Coffee enthusiasts, as well as F&B professionals, can look forward to an exciting roster of exhibitors, including suppliers of coffee beans, general beverages, café food items, the latest machinery and equipment, and innovative packaging designs.
As part of the partnership, Montgomery Asia will be hosting the next three years of the internationally-recognised Malaysia National Coffee Championship (MNCC), first organised by the MSCA in 2014.
MNCC 2021, the major headlining event of ICBS, will bring back annual events such as the Malaysia Barista Championship, Brewers Cup, and Latte Art Championship.
At the Malaysia Barista Championship, baristas compete in a brew-off to showcase their service and personalities. The Malaysia Brewers Cup highlights the craft of filtered coffee, challenging the baristas’ ability to extract outstanding flavours while brewing coffee by hand. Lastly, the Malaysia Latte Art Championship will see baristas present their art according to planned routines which will be judged on consistency and aesthetics.
For brewers and baristas seeking to compete on the world stage, winners of each event category will stand a chance to represent Malaysia at the World Coffee Championships, sanctioned by World Coffee Events. The stage, which is hosted by a different country yearly, will see competitors, judges and volunteers from across the country taking part.
ICBS is the first step in Montgomery Asia’s growth plan across the South-east Asian region. The tradeshow is also supported by the Malaysia Convention & Exhibition Bureau.
