Australia’s coffee capital celebrates with Sip for Vic

Axil Melbourne Central - Photo 2

Victorians are being encouraged to Sip for Vic by supporting their favourite local cafe this International Coffee Day, Friday 1 October.

As part of the Sip for Vic initiative, Visit Victoria will shout Melburnians hundreds of coffees across the city to give a helping hand to some CBD businesses doing it tough during the global pandemic.

CBD residents and authorised workers will be able to quote Visit Victoria’s Sip for Vic initiative to receive a free cup of coffee to help kick start their day at their local participating cafe.

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Participating cafes include a range of businesses spread across the city who sell coffees made from Victorian-produced coffee beans. Some include top roasters Industry Beans and Axil Coffee Roasters, the iconic Brother Baba Budan and tiny hidden gem Little Rogue.

“Caffeine has been pumping through the arteries of Melbourne’s city centre for years. Our Sip for Vic initiative is about supporting the CBD and reminding Melburnians about why we’re the coffee capital of Australia,” Visit Victoria CEO Brendan McClements said.

“If you’re lucky enough to benefit from this initiative, I’d encourage you to pay it forward – be extra kind to
your baristas, post about the cafe on social media, or even consider buying a morning muffin with your coffee if you can,” Mr McClements said.

The Sip for Vic initiative – an extension of Visit Victoria’s Click for Vic campaign – will be available to the
first 100 customers at each participating cafe and there is a limit of one per person.

Victorians living outside the CBD zone are encouraged to celebrate International Coffee Day by buying their favourite brew from their local cafe or ordering Victorian coffee products online via Click for Vic. “It’s been inspiring to see the Victorian community get behind our industry through Click for Vic. We’re once again asking people to consider supporting local operators by ordering coffee products from your favourite Victorian business this Friday,” Mr McClements said.

According to data from Roy Morgan (2015), Melbourne leads the country when it comes to our coffee culture. Melbourne has a higher cafe visitation rate than any other capital city with 11.5 per cent of Melburnians visiting a cafe 16 or more times in an average three-month period.

Founder of the ST. ALi family and a pioneer of Melbourne’s coffee culture scene Salvatore Malatesta said coffee has become an even more important part of Melbourne’s cultural fabric during the pandemic. “Heading to our local café has become the biggest outing we have each day. Your barista is your daily high priest serving up your daily dose of caffeine, therapy, love, community and a conduit to some normality,” Mr Salvatore said.

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