The Cup of Excellence: Tracing the World’s Top Specialty Coffees

Every year, the Cup of Excellence (CoE) awards the finest coffees grown worldwide. Launched in 1999 in Brazil, the competition was born from a collaboration between the Specialty Coffee Association, the International Coffee Organization, and the Brazilian Specialty Coffee Association. Its aim: spotlight rare, farmer-identified coffees and sell them via transparent internet auctions, pioneering what we now term direct trade.

Organised today by the Alliance for Coffee Excellence, CoE has earned the nickname “the Oscars of coffee.” Since its inception, competitions have expanded from Brazil to over 17 producing countries, including Ethiopia, Costa Rica, Guatemala, Colombia, Nicaragua, Indonesia, El Salvador, and Rwanda.

Evolution of the Competition Structure

The competition follows a multi-phase format:

1. Primary cupping in-country to select coffees scoring above 87 points.

2. International cupping rounds, with each coffee evaluated at least five times for consistent quality.

3. Winning lots are featured in a live or online auction, guaranteeing farmers premium prices.

Early years focused on traditional varieties like Bourbon, Caturra, and Typica. Over time, innovations in processing, especially honey and natural methods, were incorporated. By 2024, Costa Rica awarded separate categories for washed, honey/natural, and experimental lots, reflecting a shift toward diversity and innovation.

Regional Shifts and Varietal Trends

South and Central America

• Colombia was among the first to break barriers. In 2010, Finca La Loma—a Caturra lot—set a new Colombian record with a score over 94 for its velvety, fruit-forward cup. Interestingly, it stirred debate when later revealed to contain 30% Castillo varietals.

• El Salvador’s 2022 winner from El Conacaste was a natural Gesha scoring an impressive 91.8, highlighting producers’ willingness to experiment with both varietal and processing.

• Mexico’s top 2021 entry, Finca Santa Cruz, earned top honours with a Natural Geisha scoring 91.6, demonstrating that boutique varietals are making waves beyond traditional coffee hubs.

• Nicaragua saw F1 hybrid varieties shine in 2018, with four of the top 11 winners among them.

Africa and Asia

• Indonesia's inaugural CoE in 2021 featured diverse lots across multiple islands. These entries scored 87+ and showcased regional complexity from Sumatra, Java, Sulawesi, and Bali.

• In Ethiopia, 2021’s national winners included natural-processed heirloom varieties like Typica and Kurume from Sidama and Guji.

• Guatemala’s 2024 CoE introduced a “One of a Kind” category separating traditional (Bourbon, Caturra) and exotic (Geisha, Pacamara) varieties.

Varietals in the Spotlight

A few varietals have dominated CoE winning lots:

• Gesha / Geisha: Immensely prized for floral, tea-like notes, gaining prominence in places like El Salvador and Mexico.

• Pacamara and Pacas: Large-bean hybrids frequently appearing in Central America.

• F1 Hybrids (e.g., Centroamericano): Genetically engineered crosses offering disease resistance and high yields, while scoring exceptional cup quality.

• Traditional Heirlooms: Ethiopian Typica and Kurume, as well as Bourbon and Caturra, continue shining, especially with innovative processing methods.

Why It Matters

A Shift in Power to Farmers

CoE auctions often yield premiums well above commodity prices. For example, El Salvador’s 2022 top lot beat national averages by 10 to 20 times. This transparency incentivises farmers to focus on quality and traceability.

Innovation Boosts Diversity

From natural Geisha in El Salvador to hybrid Centroamericano in Nicaragua, the competition rewards experimentation, encouraging processing diversity and varietal innovation.

Resilience through Genetics

F1 hybrids offer coffee farmers a path forward in managing rust and climate variability without compromising cup quality.

Tasting Trends and Auction Culture

Cupping notes from CoE often emphasise floral tones (jasmine, clover), tropical fruit (mango, passionfruit), caramel and brown sugar sweetness, with clean cups and long aftertastes.

Winners are auctioned online via V-Auction, with farmer transparency maintained as buyers place direct bids. The next auction is tomorrow (June 24th 2025) at 13:00 UTC, for the lots of Mexico. The full calendar can be found on the website of the Cup of Excellence.

Looking Ahead

The CoE continues to evolve:

• Category innovation, as seen in Guatemala’s traditional vs exotic split

• Expansion into new origins, like Indonesia’s debut

• Variety breakthroughs, with hybrids like Centroamericano looking to the future

• Consistent flavor excellence from Gesha, Pacamara, Bourbon, and Typica

Conclusion: A Map of Coffee Excellence

From Brazil’s early auctions to Guatemala and Indonesia’s category sophistication, the Cup of Excellence has evolved into much more than a competition. It’s a bellwether for quality, innovation, and sustainability in specialty coffee.

Today, the map of winners is more diverse than ever, spanning traditional varieties and cutting-edge hybrids, with farmers worldwide seizing CoE’s spotlight to craft coffees that challenge the palate and the status quo.