Brewing Connections at ESMO Berlin 2025: 11,000 Coffees and Countless Conversations

In late October, Social Espresso brought seven mobile coffee bars and sixteen baristas to ESMO Berlin, serving over 11,000 coffees across four busy days. From cappuccinos to client connections, here’s what it looked like behind the scenes, and why coffee for exhibitions is one of the easiest and most effective ways to energise a stand and start conversations.

Another Record-Breaking Month for Social Espresso

October was one for the books. Not only was it our busiest month ever, but it also included our largest event to date, the European Society for Medical Oncology (ESMO) Congress in Berlin.

With 37,000 attendees and exhibitors from 156 countries, ESMO is one of the biggest healthcare gatherings in the world. Our team had been preparing for months, and when the doors opened at the Messe Berlin exhibition halls, our coffee bars were ready to bring energy, warmth and connection to every stand.

In total, we deployed:

• 7 Exhibition stands
• 9 Espresso and bean-to-cup machines
• 16 Baristas
• 1 Overseer
• 2 Office staff
• 2 Drivers

It was a full-scale team effort, and one that paid off beautifully.

Brewing for Brands Across the Exhibition Floor

Each stand had its own setup, designed around the client’s needs and branding. Some preferred the theatre of traditional espresso service, while others opted for the ease and speed of bean-to-cup machines.

Our baristas worked across seven major pharmaceutical stands, including Jazz, IPSEN, Amgen, Springworks, Abbvie, and Roche. Together, they served 11,060 coffees over four days, a record number for us at a single event.

Here’s the breakdown:

• Jazz Pharmaceuticals: 1,776 coffees, 2 baristas
• IPSEN: 721 coffees, 2 baristas
• Amgen: 1,668 coffees, 2 baristas
• Springworks: 231 coffees, 1 barista (bean-to-cup machine)
• Abbvie: 2,332 coffees, 3 baristas
• Roche: 4,332 coffees, 6 baristas

Some stands saw queues throughout the day, while others offered a more relaxed pace. In every case, the stands with coffee for exhibitions were noticeably busier and more inviting. As one attendee told us, “It’s amazing how quickly the atmosphere changes once people have a coffee in hand.”

Cappuccinos, Cameras, and Conversations

At one of our smaller setups, a bean-to-cup machine for Springworks, our barista Vesa noticed that cappuccinos were by far the most popular choice.

“I wasn’t rushed off my feet, maybe 30 coffees a day,” Vesa said. “But every guest was lovely, and one particularly important client, a family member of Merck’s head, stopped by for a cappuccino. Everyone gathered for photos with the team. It felt special.”

At Social Espresso we love these moments when we’re providing our exhibition coffee service. Beyond the caffeine, coffee is a connector. It draws people in, creates space for genuine interaction, and helps brands make a lasting impression. One cup at a time.

Behind the Scenes: Planning, People, and Precision

Delivering great coffee at scale doesn’t happen by accident. For an event of this size, planning begins months in advance. Our office team handled everything from machine logistics and shipping to local sourcing, power access, and barista accommodation.

With nine machines running simultaneously, every detail mattered. Our onsite overseer managed coordination across the exhibition floor, ensuring consistent service and smooth turnaround between sessions.

Even with long hours and early starts, morale stayed high. That’s largely thanks to our baristas, who bring calm confidence to every pour, no matter how busy the stand gets. Behind every smooth espresso is a barista who makes your brand look effortless.

Making the Most of Berlin

Of course, it wasn’t all work. Our team knows the value of balance, especially on multi-day events abroad.

In between shifts, our baristas took time to explore Berlin’s rich history and culture. Some visited museums and landmarks, others enjoyed the city’s famous food scene, and one even managed to get into Berghain (yes, really). We also make it a point to host at least one team dinner per event. It’s a moment to unwind, catch up, share stories and strengthen the sense of teamwork that keeps everything running smoothly.

Adding to the mix, we partnered with two local baristas who not only brought their expertise but also helped the team brush up on their German coffee vocabulary:

Hafer (oat),
Milch (milk),
Zucker (sugar),
Koffeinfrei (decaf).

Those little exchanges are part of what makes international events so rewarding.

The Impact of Great Coffee on Event Engagement

If there’s one takeaway from ESMO Berlin, it’s this: coffee for exhibitions really works. Across all seven stands, the difference was striking. Exhibitors with a Social Espresso bar consistently drew larger crowds, longer dwell times and more conversations. Visitors who might have walked past instead stopped for a cappuccino… and stayed for a chat.

That’s why so many clients return to us for mobile coffee bar hire year after year. It’s not just about caffeine; it’s about connection. Our baristas don’t just serve coffee. They represent your brand, create atmosphere and help turn foot traffic into meaningful interactions.

Looking Ahead

As we wrap up our biggest event yet, we’re already planning for ESMO 2026 and other large-scale conferences across Europe. Every event teaches us something new, about logistics, about people, and about the quiet power of a perfectly made flat white. Here’s to more smooth service, great coffee, and conversations that start over the espresso bar.

FAQs About our Coffee Catering for Exhibitions