Why can coffee taste sweeter simply by changing the cup it is served in?
How can artificial intelligence help us interpret aroma data?
And what happens in the brain when we experience one of the world’s most beloved beverages?
These and many other questions will be explored at Science Driven Coffee Cup, the international conference promoted by Simonelli Group and the University of Camerino, through their joint Research & Innovation Coffee Hub (RICH), taking place on November 19-20, 2026, at the Simonelli Group Campus.
The event will bring together scientists, researchers, companies, and professionals from a variety of fields to explore coffee through complementary perspectives: not only as an agricultural product or an everyday beverage, but as a true laboratory where chemistry, neuroscience, artificial intelligence, technology, and innovation converge.
Through plenary lectures, keynote speeches, scientific sessions, and networking opportunities, participants will have the chance to discover the research that is redefining how coffee is studied, produced, consumed, and perceived. An opportunity to connect emerging knowledge with the choices of those who study coffee, produce it, prepare it, or enjoy it every day.
Sessions will be moderated by Dr. Eliana Cossio, Executive Director of the Coffee Science Foundation and Chief Research Officer of the Specialty Coffee Association, and Prof. Chahan Yeretzian, Emeritus Professor of Analytical Chemistry and founder of the Coffee Excellence Center at ZHAW Zurich University of Applied Sciences, a leading figure in coffee chemistry research. The second day, November 20, will open with Vanúsia Nogueira, Executive Director of the International Coffee Organization (ICO), strengthening the dialogue between research and the international coffee sector.
A Journey Through the Big Questions of Coffee Science
The Science Driven Coffee Cup program has been designed as a journey, guiding participants from the molecules involved in taste and aroma perception to the emerging beverage trends that will shape the future of the coffee market.
The session “Emerging Trends in Coffee Beverages – What’s Next in the Coffee Cup?” looks to the future, exploring new perspectives in coffee-based beverages and the emerging technologies being used to study and improve production processes.
Among the speakers is Tomonori Suzuki, an R&D leader specializing in coffee science, processing technology, and beverage innovation at Suntory Beverage & Food Limited, whose keynote will explore grinding simulation models and their potential to optimize the grinding process while contributing to more efficient and sustainable production.
One of the most anticipated sessions is “Neuroscience & Sensory – How the Brain Experiences Coffee”, focusing on a fascinating insight: flavor is not determined by coffee alone.
Leading this exploration in the plenary lecture will be Prof. Charles Spence, Professor of Experimental Psychology and Head of the Crossmodal Research Laboratory at the University of Oxford, one of the world’s foremost experts in multisensory perception. His research has demonstrated how seemingly secondary factors, such as cup color, background music, the surrounding environment, or consumer expectations, can significantly influence taste perception and the overall drinking experience.
The session also features a planned online keynote by Prof. Vincenzo Russo, Professor of Consumer Psychology and Neuromarketing and Scientific Director of the Behavior & Brain Lab at IULM University, offering a perspective on consumer neuroscience and the factors shaping perception and choice.
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The session “Chemistry & Flavor – From Molecules to the Cup” will examine the mechanisms that transform a raw material into a sensory experience. The plenary lecture will be delivered by Prof. Devin G. Peterson, Distinguished Professor of Food Science and Director of the Flavor Research and Education Center at The Ohio State University, who will guide participants through the relationship between chemistry, aroma, and sensory perception with his presentation, “From Molecules to Meaning: Understanding Coffee Flavor Through Chemistry.”
His research is helping explain how coffee’s chemical composition influences perceived sweetness and other sensory attributes, connecting molecules with the sensations we recognize in the cup.
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From chemistry, the discussion will move into the world of data through the session “Data Science & AI – Turning Coffee Data into Insight.”
Opening the session with a keynote will be Prof. Philipp Weller, Professor of Instrumental Analytics and Head of the CHARISMA center for chemometrics and data analysis at the Technical University of Applied Sciences Mannheim. His research applies advanced analytical tools and machine learning techniques to coffee science. These technologies can create a sort of chemical “fingerprint” of coffee, enabling researchers to compare volatile compound profiles and distinguish samples and species. This approach complements traditional sensory analysis and opens new possibilities for quality control.
The same session also includes a planned keynote by Vaidyanath Ramakrishnan, Science & Modelling Head Manager at JDE Peet’s, bringing an industry perspective on the role of science and modelling in coffee.
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The relationship between scientific research and real-world application will be the focus of the session “Industry, Vision & Technology – From Research to Real-World Coffee.”
Leading the discussion with a keynote will be Dr. Samo Smrke, Head of the Coffee Excellence Center at ZHAW Zurich University of Applied Sciences, an expert in the processes that occur between roasting, grinding, and extraction. His research on roasting, freshness, and CO₂ release is helping the industry better understand coffee transformations. At Science Driven Coffee Cup, he will bring this perspective to the discussion on how process understanding can support quality control and industrial innovation.
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Much More Than a Coffee Event
Taken together, the sessions of Science Driven Coffee Cup tell a story that extends far beyond coffee itself.
It is a story of research, innovation, and interdisciplinarity, where chemistry, neuroscience, artificial intelligence, and technology come together to deepen our understanding not only of coffee, but also of how we perceive flavor, make decisions, and design the consumer experiences of the future.
For this reason, the event is aimed not only at researchers, roasters, and coffee professionals, but also at anyone interested in understanding how science can transform products, markets, and consumer behavior.
Register now https://sdcc.unicam.it/home-page
Participation in Science Driven Coffee Cup 2026 is open to everyone upon registration.
Join us on November 19-20, 2026, at the Simonelli Group Campus for two inspiring days dedicated to discovering how science is reshaping the future of one of the world’s most beloved beverages.
