Day 1 — Tue 24 Nov
Gen Z: The Consumer Your Business Cannot Afford to Misunderstand
How the next decade of demand is already being set by a cohort most menus were not built for.
JW Marriott Berlin · 24–26 November 2026
Master Event
Programme
3Days
2,500+Senior decision makers
52Countries
€6bnCollective buying power
Scroll down to explore the programme of the most influential coffee and hospitality event. This year: the 17th edition of the European Coffee Symposium, the Supply & Innovation Day, the European Coffee & Hospitality Awards and COHO Expo. Truly the growth engine of Europe's coffee and hospitality.
Live Programme
Full three-day programme confirmed. All sessions recorded live as 5THWAVE Podcasts.
What’s on
The full ECS + COHO experience — truly the growth engine of Europe’s coffee and hospitality.
Experiences
The talk programmes · 21 sessions, 36 speakers
Selected talks
A few of the talks worth planning around.
Day 2 — Wed 25 Nov
World Coffee Portal market deep dives
DACH, the technology investments separating leaders from the rest, the coffee shop of the future, France, China and Europe’s next hotspots.
Day 3 — Thu 26 Nov
Operators Scaling Fast + Building a Cult Brand
Part One of the Project Café Europe deep dive, then five operators on what it took to scale — and how a brand earns a following rather than buying one.
Day 1 — Tuesday 24 November
COHO VIP Buyer Preview & Procurement Summit
COHO ExpoVIP hosted buyer exclusive preview from 13:00 — by invitation only
Hosted buyer preview — COHO Expo
By invitation only. First access to the Expo floor, with brand experiences across COHO including Roaster Manifesto and the Cupping Exchange.
14:00 — 17:15The Procurement Summit
5 sessionsShow sessions & speakersHide sessionsFive consecutive live podcast sessions decoding the sourcing and supply agenda for 2027 — consumer shifts, beverage innovation, the bakery–coffee convergence, community, and the dairy question.
Hosted by Tobias Pearce, Editor, 5THWAVE, World Coffee Portal, and Jeffrey Young, Founder & CEO, Allegra Group.
Open this programme to see every session and who is speaking.
The Procurement Summit
5 sessionsShow sessions & speakersHide sessionsFive consecutive live podcast sessions decoding the sourcing and supply agenda for 2027 — consumer shifts, beverage innovation, the bakery–coffee convergence, community, and the dairy question.
Hosted by Tobias Pearce, Editor, 5THWAVE, World Coffee Portal, and Jeffrey Young, Founder & CEO, Allegra Group.
Open this programme to see every session and who is speaking.
Gen Z: The Consumer Your Business Cannot Afford to Misunderstand
Social-first discovery, visual drink choices and values alignment. How the next decade of demand is already being set by a cohort most menus were not built for.
14:20 — 14:40Panel
- André EiermannGlobal Product Management CoffeeMelitta Professional
- Lucie MavlianCommercial DirectorOld Spike Roastery
- Caroline OttoyManaging DirectorWatchHouse
- Tonalli ArreolaCo-FounderLAP Coffee
- Kai EllerbrockManaging PartnerMarket Grounds
- ModeratorTobias PearceEditor, 5THWAVEWorld Coffee Portal
Elevating Your Beverage Menu: Functional Drinks and Alternative Categories
Matcha, adaptogens, prebiotic sodas. Which categories are genuinely growing, which are noise, and what a diversified menu does to basket size.
15:05 — 15:25Panel
- Ryan MilsteinFounderLa Main Noire
- Pierre CoquillotGlobal Beverage ManagerCafé Kitsuné
- Ilya AksamentovBrand DirectorThe Miners
- Jaxx JacksonBrand DirectorCUPP
- Zoe HarrisCommercial Beverage Consultantex-Oatly
- ModeratorTobias PearceEditor, 5THWAVEWorld Coffee Portal
Winning the One-Stop Visit: Bakeries vs. Coffee Shops
Operators from both sides of the convergence on what worked, what failed and what the supply chain had to do to keep up.
15:30 — 15:50Mini keynote
- Jeffrey YoungFounder & CEOAllegra Group
15:50 — 16:10Panel
- Tom ClarkFounder & CEOCoutume
- Sebastian SorensenDirector of CoffeeHagen
- Ralf RüllerFounder & CEOThe Barn
- Max DubielFounderRedemption Roasters
- Jessica WordenHead of CoffeeGAIL's
- ModeratorJeffrey YoungFounder & CEOAllegra Group
Communities Aren’t Built on Social Media
A deep dive into the role of the coffee shop and hospitality in a digital-first society.
- Koral IbrahimFounder & Managing DirectorThe Ready House
Plant-Based Beverages and the Return of Dairy
Plant-based held the growth story for a decade. Dairy is taking shelf and menu space back. What that means for cost, for margin and for the pour.
- Gerard Bowers-McIntyreChief Operating Officer92 Degrees
- Helen MayohUK Culinary LeadArla
- Ondrej SedlakHead of CoffeeInsomnia
- ModeratorTobias PearceEditor, 5THWAVEWorld Coffee Portal
Close of the Procurement Summit
Welcome drinks reception
JW Marriott Berlin.
Day 2 — Wednesday 25 November
Supply & Innovation Day, Business Insights Summit, COHO Expo & the Awards
COHO ExpoOpen 09:00–17:00 — live product discovery and brand experiences, JW Marriott Berlin
1:1 meeting programme — open all day
Pre-scheduled meetings between senior buyers and suppliers, running the full day.
300+VIP buyers
€6bnCollective buying power
10Meetings minimum, guaranteed
Brand experiences — COHO Expo floor
Live product discovery across the Expo floor, with brand experiences including Roaster Manifesto and the Cupping Exchange.
71+Supplier partners
10:00 — 16:30The Business Insights Summit
6 sessionsShow sessions & speakersHide sessionsSix sessions. Six market lenses. In partnership with World Coffee Portal and Allegra Group. All sessions recorded live as 5THWAVE Podcasts.
Hosted by Jeffrey Young, Founder & CEO, Allegra Group, and Tobias Pearce, Editor, 5THWAVE, World Coffee Portal.
Open this programme to see every session and who is speaking.
The Business Insights Summit
6 sessionsShow sessions & speakersHide sessionsSix sessions. Six market lenses. In partnership with World Coffee Portal and Allegra Group. All sessions recorded live as 5THWAVE Podcasts.
Hosted by Jeffrey Young, Founder & CEO, Allegra Group, and Tobias Pearce, Editor, 5THWAVE, World Coffee Portal.
Open this programme to see every session and who is speaking.
Coffee in DACH 2026 — Premiumisation, Competition and the Rising Tide
The largest coffee market in continental Europe, and where the next tier of competition is coming from.
10:00 — 10:20Mini keynote
- Gerd Mueller-PfeifferFounderInternational Coffee Consulting
10:20 — 10:40Panel
- Martin ElwertFounder & CEOCoffee Circle
- ModeratorJeffrey YoungFounder & CEOAllegra Group
The Technology Market — Investments Separating Leaders from the Rest
Short keynotes, back to back, on where technology spend is actually returning.
11:20 — 11:40Mini keynote
- Gerd Mueller-PfeifferFounderInternational Coffee Consulting
11:40 — 12:00Mini keynote
- Chris LeglerFounder & CEOAxios Growth Consultants
The Coffee Shop of the Future — presented by Groupe SEB
Exploring the coffee shop of the future, where automation, personalised beverages and cold drink innovation reshape the customer experience.
13:00 — 14:00Lunch
France: From Underdeveloped to Unmissable
A market that has moved faster than the rest of Europe expected, and what is driving it.
- Jeffrey YoungFounder & CEOAllegra Group
China: The Most Significant Competitive Force Entering European Coffee
The latest World Coffee Portal data on China’s rapid coffee growth and its growing competitive influence across European markets.
- Mark LoganLead Partnership & Media ManagerAllegra Group
Europe’s Next Coffee Hotspots: Fast Growing Markets You Didn’t Expect
The latest World Coffee Portal data on Europe’s emerging coffee hotspots: Ukraine, Romania, Kazakhstan and Portugal.
- Mark LoganLead Partnership & Media ManagerAllegra Group
European Coffee & Hospitality Awards & Gala Dinner
The industry’s night. Grand Ballroom, JW Marriott Berlin.
Day 3 — Thursday 26 November
The European Coffee Symposium & COHO Expo
COHO ExpoOpen 09:30–17:00 — live product discovery and brand experiences, JW Marriott Berlin
Brand experiences — COHO Expo floor
Live product discovery across the Expo floor, with brand experiences including Roaster Manifesto and the Cupping Exchange.
71+Supplier partners
17th edition — European Coffee Symposium
“Today’s Excellence Is Tomorrow’s Ordinary.”
Two halves. Operators scaling fast and building cult brands in the morning; convenience, scale and sustainability in the afternoon.
10:00 — 12:30Operators Scaling Fast + Building a Cult Brand
6 sessionsShow sessions & speakersHide sessionsThe morning half. Part One of the Project Café Europe deep dive, then five operators on what it took to scale — from New York to Romania to Japan.
Open this programme to see every session and who is speaking.
Operators Scaling Fast + Building a Cult Brand
6 sessionsShow sessions & speakersHide sessionsThe morning half. Part One of the Project Café Europe deep dive, then five operators on what it took to scale — from New York to Romania to Japan.
Open this programme to see every session and who is speaking.
Project Café Europe Deep Dive, Part One: Scaling Fast, Building Cult Brands
Key findings from World Coffee Portal’s flagship European market report, uncovering brands that are scaling fast and those building cult followings.
- Jeffrey YoungFounder & CEOAllegra Group
Global Growth by Design: The Specialty Brand Playbook
How The Coffee is scaling small-format specialty coffee across 25+ markets.
- Nano HendersonRegional Manager, EuropeThe Coffee
Scaling with Soul: Lessons from Two Decades Building One of New York’s Most Enduring Coffee Brands
The lessons behind Joe Coffee’s two decades of growth, and how it has built an enduring New York coffee brand.
- Jonathan RubinsteinFounder and Head of GrowthJoe Coffee
How to Build a Cult Brand: Learnings from Building Two of the Most Iconic Specialty Coffee Brands
The creative thinking, community and conviction behind two iconic specialty brands.
- Stuart ForsythCo-Founder and CEOMinor Figures
Spotlight on Romania: Building a Cult Following in an Emerging Coffee Market
Go inside Romania’s rapidly evolving coffee scene and discover how local brands are building loyal followings in an emerging market.
- Crina CiocianFounderMeron
- Bogdan CiocianFounderMeron
Culture Stores: How Culturally Rich Brands Build Cult Followings
What makes a brand culturally powerful? Koral Ibrahim shares insights from his new book Culture Stores on building brands people want to belong to.
- Koral IbrahimFounder & Managing DirectorThe Ready House
12:30 — 13:20Lunch
13:20 — 15:30Convenience, Scale + Sustainability
4 sessionsShow sessions & speakersHide sessionsThe afternoon half. Part Two of the deep dive, the future of coffee vending, and the operators meeting demand for quality coffee anywhere — forecourt, travel, grocery.
Open this programme to see every session and who is speaking.
Convenience, Scale + Sustainability
4 sessionsShow sessions & speakersHide sessionsThe afternoon half. Part Two of the deep dive, the future of coffee vending, and the operators meeting demand for quality coffee anywhere — forecourt, travel, grocery.
Open this programme to see every session and who is speaking.
Project Café Europe Deep Dive, Part Two: Convenience, Scale & Sustainability
Key findings from World Coffee Portal’s flagship European market report, examining convenience, scale and sustainability across the sector.
- Jeffrey YoungFounder & CEOAllegra Group
The Future of Coffee Vending
The mastermind behind Coffee Nation and Coffee Express shares his vision for the next era in coffee vending.
- Scott MartinFounderUnity Coffee
Coffee on the Move: Meeting the Demand for Quality Coffee, Anytime, Anywhere
From forecourts to travel hubs, discover how operators are bringing better coffee to consumers wherever their journey takes them.
- Daria MaiOffer & Partnership ManagerBP
- Alison LynchEuropean Director Coffee and Dispensed BeveragesCircle K
- Mark Stewart-MaunderFounder and DirectorBarista Bar
- Liz GarnellCo-Founder and Managing DirectorGourmet Coffee Bar & Kitchen
Scaling Sustainably
How businesses can scale while embedding sustainability into everyday operations.
- Kajsa-Lisa LjudénHead of SustainabilityLöfbergs
