The JW Marriott Berlin hosts the European Coffee Symposium and COHO Expo on 24 – 26 November 2026. More than 2,500 senior professionals will attend this three-day gathering of Europe’s coffee and hospitality industry. The final accredited places are now being allocated to applicants. I see this as a critical window for operators who want direct access to major buyers without the usual trade show noise.
What the pass covers
One €495 pass grants full access to all events across the three days. Qualifying operators pay nothing for their accreditation, which is complimentary for them. The application process takes under two minutes, and every applicant receives a reply. Places are reviewed in the order they arrive, so speed matters here. A single ticket includes all ECS talks, keynotes, COHO summits, business masterclasses, and the Cupping Exchange. You also get networking sessions and full entry to the COHO Expo floor.
Tuesday opens with the COHO VIP Buyer Preview and Procurement Summit. Wednesday features Supply & Innovation Day, the Business Insights Summit, and the European Coffee & Hospitality Awards Gala Dinner. Thursday concludes with the 17th Symposium focusing on scaling fast and building cult brands.
Who is attending and why it matters
Costa Coffee, Caffe Nero, Tim Hortons, Hilton, Five Guys, Gail’s, Sodexo, Paul, and Circle K are among the operators attending. Suppliers like Oatly, La Marzocco, BRITA, MONIN, and Schaerer join them on stage. Heads of coffee and category from operators across Europe will speak during the sessions. Every product on the COHO Expo floor is tagged to one of seven consumer needs reshaping the industry. These needs include speed of service, more choice, new formats, and craftsmanship. Buyers can filter by need or search by supplier before they arrive. One head of purchasing at Espresso Warehouse noted that "the depth and quality of conversations far surpassed what is possible at a typical trade show." That quote captures the real value of this event. I would skip any standard trade show if I could get this level of direct buyer interaction instead. The structured approach to matching products with specific customer demands makes this clearly superior to generic exhibitions. If you work in coffee or hospitality procurement, this is the place to be.
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