Cup of Excellence celebrates 25 years in its country of origin, Brazil

The Cup of Excellence (CoE), often referred to as the “Coffee Olympics,” is celebrating its 25th anniversary in Brazil—the birthplace of this prestigious competition. For the international phase, 40 coffee samples from 10 producing regions have been selected and will be judged by 22 esteemed judges from various countries, with a scoring threshold of 87 points or higher.

“Beyond awarding the best coffees of the harvest, we aim to discover new sensory profiles, emerging coffee regions and new producers. This competition has transformed the perception of specialty coffee and significantly elevated the value of coffee origins. We are thrilled to have contributed to this journey over the past 25 years, enhancing the production of high-quality and sustainable coffee,” says Vinicius Estrela, executive director of the Brazilian Specialty Coffee Association (BSCA), which organises CoE in Brazil.

The champions will have their coffees featured in an online auction, where top buyers from around the globe will compete for the opportunity to acquire these exclusive lots. The specialty coffee market is on the rise, projected to reach $152.62 billion by 2030, according to the latest report from Brainy Insights.

Origins & History

Launched in 1999 in Brazil by BSCA, in partnership with the International Coffee Organization (ICO) and the Specialty Coffee Association (SCA), the CoE project aims to help farmers gain recognition and add value to high-quality coffee.

According to Marcelo Vieira, producer and one of the founders of the Cup of Excellence, the initiative began when he and a group of coffee growers recognized the significant impact of quality on coffee value. “We realized that we needed to take better care of the beans by improving quality. We sought market insights from experts in Europe, the United States and Japan, and then brought in the top tasters. Through this process, we learned that quality is the key, and we should encourage our producers to focus on quality rather than quantity. The competition was a great way to achieve this while satisfying international buyers, allowing Brazil to gain recognition for its superior quality.”

The project has opened doors for the coffee sector and has become a success story, with editions held in several countries worldwide. Sales of winning coffees through online auctions greatly surpass traditional selling methods, providing high recognition for quality. The highest bid in the 2023 auction reached USD$ 16,900 for each 60-kilogram bag.

The first winning lot was purchased by the British brand Mercanta in 1999, which continues to be a significant buyer of Brazilian specialty coffee. “I believe the competition has helped to dispel the stereotype that Brazilian coffee lacks quality and cannot be considered a luxury product. What impresses us most is the consistency and dedication to producing exceptional coffee year after year. It is gratifying to see the dreams of many pioneers and visionaries come to fruition, and we are thrilled to be part of this wonderful movement known as specialty coffee,” says Alda Carvalho, Mercanta Coffee Hunter and one of the judges in the CoE international phase.

Awards Ceremony and Auction Details

This year, the Cup of Excellence is taking place in the Alta Mogiana region of Franca, São Paulo, with the awards ceremony scheduled for November 2nd. The online auction featuring the best coffees of the harvest will take place on December 10th.