In June 2026, Brussels will become the global capital of specialty coffee by hosting the prestigious World of Coffee trade show. This edition promises to be a spectacular showcase of innovation and expertise, featuring world championships in roasting and manual brewing, as well as scientific and sustainability-focused discussions. But the excitement extends beyond the exhibition halls to take over the city’s streets. True to its bold spirit, the iconic brand Oatly is bringing the event to life with its exclusive “Oat in the Wild” tour. From high-level international competitions to innovative plant-based beverage creations, discover an unmissable event that is set to redefine the future of our coffee culture.
The electrifying competitions at World of Coffee
For several days, Brussels’ exhibition halls buzz with a unique energy. Renowned for its dynamic atmosphere, the World of Coffee trade show stands as the ultimate platform for global collaboration and innovation.The learning space offers professionals a fully immersive experience, with hands-on workshops to explore the science of the coffee bean. At the same time, the design and innovation awards highlight the beverages of tomorrow that are set to shape the future of coffee.
But the true beating heart of the show lies in its prestigious international championships, where the world’s elite compete before a live audience. Celebratingthe art of manual brewing, the World Brewers Cup showcases baristas’ expertise through their absolute mastery of pour-over coffee. The World Roasting Championship, meanwhile, evaluates competitors’ skills in bean preparation and roasting. Finally, creativity takes center stage with competitions featuring innovative recipes that blend coffee and spirits. A spectacular and highly technical event, right in the heart of Brussels.
Oat in the Wild: Oatly’s Rock ’n’ Roll Tour in Brussels
As industry professionals arrive in Belgium, Oatly is taking the conversation beyond the convention halls and straight onto the streets. From June 22 to 28, 2026, the oat-based beverage giant is launching its “Oat in the Wild” urban tour. By partnering with local trendsetters, the brand is creating a trail of pop-up “Signature Drinks ”: the Rose Water Cloud at Stella, the Mango Sticky Rice Slushie at SŪN, the Mitmita Cold Brew Latte at Addis Stories, and the Coconut Coffee Float at Coudboul on Place du Jeu de Balle.
And because great coffee deserves a great story, Oatly is bringing a little ink to the city. In partnership with Simple and Minus Tattoo, customers can get a tattoo along with a vanilla iced cold foam latte and a pastry—all for free—on Sunday, June 28. Whether you’re a visiting professional or a local curious to sample the latest trends, this bold event proves that the most vibrant coffee moments go beyond the exhibition halls.
