This article is part of Fresh Cup’s ongoing coverage of World of Coffee, heading to San Diego from April 10-12, 2026. We’ll continue to bring you stories, updates, and insights before, during, and after the event. See all coverage here.
World of Coffee, one of the coffee industry’s biggest trade shows, is happening this weekend, from April 10 to12 in San Diego. And while the term “trade show” makes World of Coffee sound like it might be a cold marketplace filled with buyers and sellers razor focused on business outcomes, it’s anything but—the exhibition hall is full of innovative new releases and hundreds of fun, often quirky, booths. It’s a fun place to be with creative drinks, roaster popups, and giveaways galore.
Some exhibitors take the responsibility of standing out and drawing customers to the next level, going the extra mile to make their booths more memorable. Who are we excited to see? Here are a few of the show floor happenings we’ll definitely be checking out.
Win Cash (And Possibly a Grinder) With Hemro Group
Hemro Group, Booth #2005
The Hemro Group, the parent company of popular grinder brands like Ditting and Mahlkönig, will have a money cash booth (think the machine that blew around tickets at Chuck E. Cheese), where attendees can win instant prizes on the spot, including cash. Everyone who enters the cash booth will be entered into a raffle for additional prizes and discounts, including a special-edition Mahlkönig EK43. Raffle draws happen each day at 4:00 p.m., with a final draw on Sunday at 2:00 p.m.
Beyond the giveaways, the booth will feature live sessions on grinding technology with 2017 World Barista Champion Dale Harris. Harris will speak about Hemro’s Grind-by-Sync technology and grinder-machine automation.
Swap Coffee and Make New Friends With Cafe Imports
Cafe Imports, Booth #3140
The concept behind the Legendary Coffee Exchange is simple: bring a bag of roasted coffee (between 8 and 16 ounces) (one to go with your coffee bag, the other to enter the drawing) to the Cafe Imports booth on Friday or Saturday, and get another bag of coffee to bring home. One lucky participant will win a Fellow Espresso Series 1, drawn via Instagram Live on Sunday, April 12 at 10:00 a.m.
Cafe Imports is also hosting Expo’s Greatest Scavenger Hunt, a 13-brand hunt across the show floor. Collect pins at participating booths, display them on your lanyard, and submit pins for raffle entries (5 pins gets you 1 entry; all 13 gets you 5). Each day, 10 golden buttons will be hidden around the convention center, which are worth 5 bonus entries. Clues to where to find pins drop on April 9 on the Cafe Imports’ Instagram.
Take a Tasting Flight With Ghirardelli and Chocolate Fish
Ghirardelli, Booth #1105
Ghirardelli is serving tasting flights at their booth on Friday and Saturday. Come anytime between 10 a.m. to 12 p.m. and again from 1 to 3 p.m to try the flights, which will feature innovative beverage recipes built with Ghirardelli ingredients and coffee beans from Chocolate Fish Coffee Company. Folks who try the drinks will get a ticket stamped and will be entered to win travel-friendly prizes.
Nitro Happy Hour With a Champion at Fetco
Fetco, Booth #2025
Saturday afternoon, Fetco is hosting a happy hour from 3 to 4:30 p.m. featuring nitro coffee cocktails created and served by the 2025 U.S. Coffee in Good Spirits Champion Jerry Truong.
Free Drinkware, Cold Beer, and a Live DJ With Created Co.
Created Co., Booth #4035
The drinkware brand is throwing a happy hour on Friday and Saturday at 4:00 p.m. through the closing of the show floor at 5 p.m. The first 100 guests each day get a free custom drinkware piece plus a signature drink, courtesy of Presta Coffee on Friday and Onyx Coffee Lab on Saturday. There will also be cold beer and a live DJ present during the happy hour.
Melon Matchas, Yuzu Chais, and a Claw Machine at Oatly
Oatly, Booth #2115
Oatly is serving all kinds of creative drinks—melon matchas, yuzu chais, and French toast cold brews—at its booth all weekend. The booth will also have a claw machine with prizes inside and a photobooth to take some silly snaps.
Live Music and Coffee Spritzers With GH Grinding & Brewing Solutions
GH Grinding & Brewing Solutions, Booth #2941
Friday and Saturday from 3:30 to 5 p.m., GH Grinding & Brewing Solutions is hosting Music + Mocktails, where you can sip on a mocktail spritzer while listening to live music. GH’s own Josh Kimbrough will play fingerstyle guitar Friday, and Austin-based musician Miranda Haney (also a Fresh Cup contributor) will perform her own original songs on Saturday.
