Cupping Rooms
Cuppings, networking and business opportunities
The Cupping Rooms at International Coffee Week showcase the diversity, quality, and identity of coffees produced in Brazil. This is where producers present their harvests and connect their coffees with professionals from different markets.
During cupping sessions, graders, buyers, roasters, and other industry professionals have the opportunity to discover and evaluate selected samples, identify sensory profiles, and establish connections that can develop into new business opportunities, both in the domestic and international markets.
More than a tasting space, the Cupping Rooms are a strategic environment for connection and relationship-building. Producers increase the visibility of their coffees, while buyers and roasters discover new possibilities for their portfolios. The coffee value chain, in turn, strengthens relationships that contribute to the appreciation and expansion of Brazilian coffee.
Integrated into the exhibition area and working in synergy with the Business Meetings, the Cupping Rooms form a strategic platform for expanding connections and creating commercial opportunities for producers, buyers, roasters, and other professionals from Brazil and abroad.
Traditionally, the space also features the finalist coffees of the Coffee of the Year, bringing together a selection of the 180 top Arabica and Canephora samples entered in the competition from different producing regions across the country. The tasting offers buyers an exclusive opportunity to experience the diversity of origins, varieties, and sensory profiles found in Brazilian coffee production.
More than a tasting experience, the Cupping Rooms are a space for connection, discovery, and business opportunities, strengthening Brazil’s position as the world’s largest coffee producer.
What happens at SIC
A program that connects markets, knowledge and business, creating opportunities and strengthening relationships across Brazil’s coffee value chain. In 2026, SIC invites the industry to look ahead under the theme: “On the Eve of 300 Years of Coffee in Brazil: Building the Next Global Agenda.”
Join SIC 2026 and be part of the conversations helping shape the future of the coffee industry.
