At the beginning of September 2024, Vienna's Marx Halle was all about coffee and coffee machines. This year's Vienna Coffee Festival took place from September 6th to 8th, 2024. The B2C trade fair was strongly geared towards selling products directly to consumers on site. The Austrian capital has an extremely long tradition when it comes to coffee and is also considered the epitome of the so-called coffee house culture. The fact that the raw material required cannot usually be grown in the Alpine republic is irrelevant. Importers or so-called refiners established themselves on the market in Vienna as early as the 18th and 18th centuries. Some of them still exist today and are among the leading suppliers, at least in Europe. The expectations placed on an international coffee trade fair taking place in Vienna are therefore quite high. Numerous exhibitors from various countries, but also small regional companies, presented their products. From the typical Tchibo/Eduscho package to organic varieties that were supposedly grown and processed in a particularly sustainable way, pretty much everything was on display and available for purchase if desired. Even coffee plants and other perennials were on offer. The focus was on sales. However, the fair was also exclusively focused on coffee and coffee machines. Anyone who expected that tea drinkers would also get their money's worth was disappointed. But it was a coffee exhibition, not a tea exhibition. Nevertheless, a stand from the Czech Budweiser brewery, which also acted as a sponsor, seemed a little out of place, as it didn't really fit with the fair's theme.