News 15 Jun 2022

Milan World of Coffee survival guide

15 Jun 2022

Milan World of Coffee survival guide

Yay, it’s (almost) time for Milano World Of Coffee 2022!!! After a loooong pause coffee lovers will gather for Europe’s largest Specialty Coffee trade Show from June 23 to 25. A Festival of Innovation, Entertainment & Knowledge and – of course – good times and lots and lots of excellent coffee!

If you are a coffee enthusiast, this is THE event you need to check in to. But beware! With all this coffee greatness come risks as well! Do not fear and keep on reading, as we gathered a few tips on how to survive the festival with ease and pleasure!


Buy your tickets in advance

People love coffee festivals and there are just so many visitors that a venue can take. So take our advice and book your tickets in advance. It only takes a few clicks but it surely is reassuring knowing you’re all set with the ticket in your pocket.

You can book your WOC ticket HERE


Learn from the best

Every coffee festival is also a meeting place for people who professionally work in specialty coffee. WOC Milano is no exception. Expect to see and meet world class baristas, brewers cup champions, roasters, engineers who developed all these shiny coffee gear and many more. And yes, they are all cool people who will love to chat with you about coffee.

You are more than welcome to visit the our stand (booth H3-R10) to chat with the GOAT STORY team. We'll be happy to let you know how we developed ARCO, what's the deal with GINA, how to craft the simplest cold brew or chat with our head roaster about all things coffee.


Set your festival goals

There are three types of coffee festival visitors.

Those who want to see what’s new in the coffee world, checking new gadgets and machines, examining closely how things are made and made to work. If you’re one of those, go check the WOC Milan exhibitor list and define your festival strategy!

Those who want to gather as much knowledge about coffee. WOC Milan will host numerous experts from the field of specialty coffee who will give lectures about various topics. Check the list of lectures HERE and prepare to learn a lot!

Those who just want to feel the vibe and taste what roasters and brewers have to offer. There are no special tips for you. Just go with the flow. And don’t forget to stop by booth H3-R10 where we will be serving four great GOAT STORY coffees, all brewed on our GINA:

  • Colombia Monteblanco Gold Gran Cru Geisha
  • Colombia Monteblanco Citric fermentation
  • Rwanda Gasharu Impano
  • Ethiopia Ajere


Dress smart

The weather forecast looks promising for Milano, so you’ll most likely leave your umbrella and raincoat at home. But still, mornings and evenings can get a bit chilly, so it’s good to layer up and kick off the extra layers when you get to the festival, as with all the coffee brewing, it will be hot in there!


Go black

World of Coffee is not your typical coffee-gulping fest. It’s a festival of fine coffees that each have a character and distinctive taste notes. So why kill the flavor with milk and/or sugar? Go black and sample the coffees as they are offered to you by the exhibitors. You’ll get the most of the variety that a coffee festival of this kind has to offer.

At GOAT STORY you’ll be able to sample a variety of four crazy good coffees from Colombia, Rwanda and Ethiopia. Welcome!


How much coffee should I drink?

You know the feeling – enter the festival and there are cups and cups of coffee around. Of course you want to taste them all! But after your tenth cup, you may start feeling a bit twitchy and nervous … Luckily there are ways to avoid this.

First of all, you don’t really have to drink the whole cup every time. Learn to enjoy the taste of coffee, not the quantity.

Second, bring along your water bottle and stay hydrated. Or even better, come by the GOAT STORY booth and get yourself the GOAT TORY Omni bottle, a double wall insulated bottle developed with the coffee lover in mind. There will be a festival discount for the bottle, as for all other products.

Oh, and a snack in between your coffee touring will be good for you as well.

And if you really get the caffeine shock, get out of the festival and go for a 5km run through Milan. That should calm you down! 💪

Bottom line – moderation is the name of the game. Taste, don’t gulp. And rather pick 5 favorites instead of settling for 50 average coffees.


World of Coffee Milano will take place from June 23 to 25 and the venue will be open every day from 10.00 to 18.00. Come and visit us in Hall 3 where we’ll be having a blast in booth R10.


Getting there

WOC Milano will take place here:

MiCo Milano – Milano Convention Centre
Piazzale Carlo Magno, 1 – 20149 Milano – Italy

Directions to WOC - CLICK HERE

See you next week!