The 26th edition of the Cup of Excellence (CoE), often referred to as the “Coffee Olympics”, marks a milestone in Brazil’s specialty coffee journey: a celebration of maturity, diversity, and continuous innovation. Under the theme “Where the Specialty Coffee Legends Take Shape”, the competition highlights how Brazil continues to shape the global narrative of excellence in coffee, uniting heritage and experimentation.
Organized by the Brazil Specialty Coffee Association (BSCA), in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil), the event identifies the specialty coffees in Brazil through a meticulous, multi-stage selection process. This year, more than 600 samples from across the country were submitted for evaluation, reflecting the dedication and skill of producers striving for excellence.
For the international phase, a jury of 30 experts from Taiwan, Thailand, the United States, Japan, Oman, Germany, South Korea, China, Greece, the United Kingdom, Mexico, and Brazil will assess the country’s top coffees. To be selected as Cup of Excellence winners, lots must achieve a minimum score of 87 points or higher, reflecting the highest sensory and quality standards. These coffees showcase the richness of Brazil’s terroirs: from traditional naturals and pulped naturals to cutting-edge fermentations, highlighting both diversity and consistency.
Vinicius Estrela, executive director of the BSCA, notes: “‘The Cup of Excellence is where the specialty coffee legends take shape’. It reflects not only the quality and complexity of our coffees but also the diversity of aromas and flavors that Brazil can offer from the simplest cup to the elite of the Cup. This diversity, combined with our commitment to sustainability and quality, makes Brazilian coffee unique on the global stage.”
Awards ceremony & auction
The winners will be announced during the awards ceremony on November 1st at Diamond Hall in São Paulo. The competition culminates in the international online auction, with national winners offered from December 8th to 18th, and the Excellence Arabica auction on December 9th. Here, winning coffees are presented to roasters and importers worldwide. Sales through these auctions consistently outperform traditional trading channels, offering producers global visibility and fair rewards for exceptional quality.
“The Cup of Excellence auction is one of the most effective ways to showcase the value of Brazilian specialty coffee to the world,” Estrela commented. “The main countries that usually buy these lots are Japan, the United States, South Korea, Italy, and Germany. The results speak for themselves: in 2024, the highest bid reached USD 13,902.63 per 60-kilogram bag, reflecting the growing global demand for Brazilian coffee excellence.”
Brazilian coffee: diversity and quality
CoE judges meticulously score the specialty coffees, highlighting Brazil’s unique sensory spectrum, including complex acidity, sweetness, body, and distinctive aftertastes.
“Brazilian specialty coffees can satisfy familiar palates while also surprising with profiles that other origins cannot offer,” adds Estrela. Sustainability remains as a core focus, with producers encouraged to maintain certifications and best practices, including carbon credit initiatives, ensuring that the coffee is responsibly grown and traceable.
The Cup of Excellence stands as a symbol of transparency, traceability, and connection between producers and global buyers. Beyond identifying the best coffees, it reflects a journey of growth, one in which Brazilian producers have consolidated their reputation as consistent suppliers of high-quality, distinctive, and sustainable coffees.
BRAZIL. THE COFFEE NATION
The Cup of Excellence is part of the sectoral project “Brazil. The Coffee Nation”, carried out by BSCA in partnership with ApexBrasil, focusing on promoting Brazilian specialty coffee in the international market and reinforcing the pillars of quality, diversity, and sustainability. The initiative aims to present Brazil as a nation endowed with the natural resources essential for cultivating the finest coffees and actively investing in achieving the highest quality standards in a sustainable way, in compliance with strict social and environmental regulations.
One of the current project’s priorities is to invest in qualification and diversification initiatives, with a focus on supporting the country’s canéfora (robusta and conilon) coffee producers, quality and sustainability certifications, and coffees produced by women, thus fostering gender equity in Brazilian coffee farming and the training of professional female coffee cuppers. The project currently targets the following markets:
i) South Africa, Australia, China, South Korea, United Arab Emirates, Spain, United States, France, Japan, Malaysia, Poland, Russia, and Taiwan for green specialty coffees; and
ii) Canada, Chile, China, and the United States for roasted and ground coffee products.
