The world of coffee gets transformed, but, as always, the compass to understand which direction it will take is at Sic, the international coffee show that for decades has welcomed the best of the world coffee supply chain, from raw materials to roasting, from coffee machines and other extraction methods to grinders, from vending to cup to bar seating.

The 42nd edition then brings great news: for the first time it welcomes the Specialty Coffee Association (SCA) world championships, the world association for the promotion of excellence in the world of coffee born from the union of SCAE - Specialty Coffee Association of Europe and SCAA - Specialty Coffee Association of America and representing thousands of coffee professionals from around the world and organizations in over 100 countries.

The challenges will concern three fundamental moments for the administration of the black drink. The World Barista Championship (WBC) focuses on promoting excellence in coffee and advancing the barista profession and is the culmination of local and regional events that have taken place around the world. The World Brewers Cup (WBrC) competition highlights the art of manual preparation of filter coffee, an increasingly popular extraction alongside espresso.

Finally, the World Cup Tasters Championship (WCTC) rewards the professional cupper who demonstrates speed, skill and precision in distinguishing the differences in taste in specialty coffees.

"The SCA championships within the SIC, the historic International Coffee Exhibition, which has always been a reference point in the coffee supply chain, crown a unique offer both for the level of exhibitors and the events represented" said Simona Greco, Global Exhibitions Director at Fiera Milano SpA.

"It is a pleasure to announce that the 2021 edition of the World Barista Championship, World Brewers Cup and World Cup Tasters Championship will be hosted at HostMilano. I have always thought that participating in the Fiera Milano event could represent a strong added value. It will be especially so at a time like this, when our community will finally be able to meet again live” added Yannis Apostolopoulos, SCA Chief Executive Officer.

An opportunity not to be missed, therefore, to attend the challenge between the greatest professionals in the world but also to train and find out about the latest trends and news in the sector: today more than ever an indispensable necessity.

And as always, whoever arrives first stays better: by connecting to the site https://host.fieramilano.it/en/visitare/biglietteria.html from 2 August to 20 September, it will be possible to take advantage of special discounts. The presale service will still be active until the last day of the event.