AT BEER&FOOD ATTRACTION, FOCUS ON MIXOLOGY AND SPIRITS: MIXOLOGY ATTRACTION, THE BIG NEW ENTRY AT THE EXPO

• The 11^th edition of the show organised by Italian Exhibition Group, to be held at Rimini Expo Centre from 15^th to 17^th February, will be a European reference point for the beverage and bar industry

• The new Mixology Attraction brand aims to promote the beverage offer with a focus on mixology and spirits, a sector which, according to Circana data, compared to pre-Covid levels, has seen increases in alcoholic cocktail purchases (+32%) and liqueurs and spirits (+30%)

• Mixology Attraction will develop around three special focuses: the Mixology Circus, with 9 Italian and international bars, the Mixology Village, with the best liqueur and spirit labels, and Sparkling&Mix for mixology wines, within a format that will see 29% more exhibitors than 2025

beerandfoodattraction.it | mixologyattraction.com

Rimini, 9^th February 2026 – Alongside beer, the exhibition layout will feature a new central area to give even greater prominence to the world of beverages, mixology and spirits. Mixology Attraction will be the big new entry at the 11^th edition of Beer&Food Attraction, the leading European event for the beverage and bar industry, organised by Italian Exhibition Group (IEG) and scheduled to take place at Rimini Expo Centre from 15^th to 17^th February. The new brand was created to promote the sector by bringing together bartenders and industry professionals to discuss contemporary mixology techniques, thus completing the Beer&Food Attraction offer alongside beers, food and technologies for the out-of-home sector.

Mixology Attraction will tap into a rapidly growing sector: according to Circana data, purchases of alcoholic cocktails have increased by 32% compared to the pre-Covid period, while those of spirits and liqueurs have grown by 30%. Circana's Horeca Panel also recorded a 39% growth in value in the beverage sector from 2019 to 2024. In this context, Mixology Attraction will complete the trade show experience by offering an integrated view of the beverage world, covering spirits, soft drinks, juices and syrups, wine, ready-to-drink and low/no alcohol beverages, as a concrete response to the out-of-home offer and consumption evolution.

MIXOLOGY ATTRACTION’S THREE FOCUSES: THE MIXOLOGY CIRCUS IS CONFIRMED

Mixology Attraction will be one of the pillars of Beer&Food Attraction’s 11^th edition and will feature three complementary focuses, designed to depict mixology as culture, product and professional experience. The numbers also reflect its success: the show’s mixology area will be 39% larger than the previous edition with a 29% increase in exhibitors.

Now at its 4^th edition, Mixology Circus, the top event, will focus on the most vibrant and contemporary aspects of mixology. Internationally renowned bartenders will take centre stage in masterclasses, talks and discussions on the sector’s latest trends, transforming mixology into storytelling, performance and training, in direct dialogue with the professional community.

9 of the sector’s top venues will be in attendance, seven Italian and two from London and Miami.

Three special set-ups, three days of shows and a common thread linking every proposal:

Hip Urban Bar – the metropolitan and contemporary style between global contamination and street vibes.

Tiki Bar – the exotic and colourful energy of the tropics between rituals and escapist suggestions.

Luxury Hotel Bar – the timeless elegance of high hospitality with sophisticated drinks and service experience.

The bars will alternate from day to day, creating a unique narrative in which each venue will become a theatre for performances, tastings and new mixology interpretations.

·       L’Antiquario, Naples. A classic cocktail bar and landmark on the Neapolitan scene with an offer that combines technique, elegance and the story of bars as places of identity. The person of reference is Alex Frezza.

·       Vesper Bar at the Dorchester Hotel, London. An international cocktail bar known for its rigorous approach to contemporary mixology, based on balance, precision and research into iconic cocktails. The person of reference is Lucia Montanelli, bar manager at the Vesper Bar at the Dorchester Hotel - one of the global luxury hotel industry’s most prestigious bars.

·       Rita Tiki’s Room, Milan. A tiki-style cocktail bar that offers an immersive experience inspired by Polynesian culture with tropical drinks and a strong focus on atmosphere. The key figures are Alessandro D'Alessio and Edoardo Nono.

·       Grande Hotel Fasano – Ramas Lounge, Gardone Riviera. A bar within the context of luxury hospitality, where mixology is an integral part of the guest experience. It offers a refined selection, consistent with the identity of the venue. The person of reference is Rama Redzepi.

·       Volare, Bologna. A cocktail bar that has developed a contemporary vision of mixology based on socialising, the straightforward simplicity of the drinks and consistency between the location, service and offer. The key figures are Giuseppe Doria and Roberto De Leonardis.

·       Hawaiki, Igea Marina. A cocktail bar inspired by the world of tiki and exotic imagery offering a combination of creative mixology and tropical drinking rituals. The person of reference is Samantha Migani.

·       Moebius, Milan. A multifunctional venue that combines cuisine, music and cocktails, offering contemporary mixology linked to seasonality and research into flavour. The key figures are Lorenzo Querci and Andrea Giraldo.

·       Kaona Room, Miami. An international cocktail bar that interprets mixology as a cultural and narrative experience with a conceptual approach to drink building. The person of reference is Daniele Dalla Pola.

·       The Bar at Aman Venice, Venice. The Aman Venice hotel bar, an expression of international high hospitality, offers tailor-made cocktails and pays close attention to service and the quality of the spirits. The person of reference is Antonio Ferrara.

Further information on all the bars can be found on the site.

Sponsor Mixology Circus - Bonollo · Caffo · Distilleria Marzadro · Epta · F.lli Branca Distilleria · Fredd Ice · Montenegro · Nonino · Osborne · Rastal · Tassoni · Velier

THE MIXOLOGY VILLAGE

The experiential dimension of Mixology Circus will be accompanied by Mixology Village, an exhibition area featuring a qualified selection of the best brands of distillates, liqueurs and spirits. An area designed to enhance every aspect of the product offer, giving visibility to established brands as well as small producers and the most innovative companies, alongside premium and exclusive proposals.

The Village will therefore act as a comprehensive platform for the market, where companies and operators will be able to meet and new business opportunities will be fostered through a structured and representative overview of the sector's excellence, responding to the needs of a constantly evolving industry.

SPARKLING&MIX

Great attention will also be paid to Sparkling&Mix, an area that will spotlight sparkling wines, prosecco and semi-sparkling wines as protagonists of mixed drink culture, exploring the role of bubbles in contemporary mixology and broadening the dialogue between the different beverage worlds.

Part of Mixology Attraction, the Sparkling&Mix area has recorded particularly significant growth with twice as many exhibitors as last year, reflecting the growing interest in the mixology world on the part of wineries. This attention can be seen in increasingly varied offerings, ranging from cocktail bases to pre-mixed solutions, as well as products designed specifically for the professional channel and new consumption models.

THE SECTOR’S MAIN TALKS

Mixology Attraction will also stage key industry talks. The venues participating in the Mixology Circus will be involved in a programme of masterclasses on contemporary mixology techniques, comparing visions, bar models and new mixology trends, accompanied by in-depth discussions on spirits, consumption and market scenarios. Other highlights will include:

·       15^th February 2026 – 4 to 5 pm and 16^th February 2026 - 1.45 to 2.45 pm – Mixology Circus, hall D5

The ABC of aperitif, Carpano 240 years of history: guide to Vermouth tasting organised by Fratelli Branca Distillerie, narrated by global brand ambassador Nicola Olianas

·       16^th February 2026 – 2.45 to 3.45 pm – Mixology Circus, hall D5
Beyond the glass: the new paradigm of mixology between alcoholic and non-alcoholic.
Masterclass organised by Tassoni on the global trend of non-alcoholic and low-alcohol drinks with a focus on creativity, conscious consumption and integrating new trends into industry strategies through the voices of marketing, consultancy and production.

·       16^th February 2026 – 4.45 to 6.15 pm – Mixology Circus, hall D5

Blue Blazer will stage a focus on new trends in mixology at European level with the participation of special guests and influential international journalists. This will be followed by a presentation of the 2026 edition of the guide to the best cocktail bars in Italy with the relative award ceremony.

SPIRIT SECTOR EXHIBITORS AT THE SHOW

Leading Italian and international players will be representing the spirits sector at the show, confirming Mixology Attraction's central role as a platform of reference for the sector. A qualified and authoritative attendance, ready to present the latest product innovations, emerging trends and the most innovative solutions for the market to an audience of beverage distributors, industry operators, cocktail bars and bartenders.

Participating companies will include: Brown-Forman, Campari, Cedral Tassoni, Coca-Cola Spirits, Diageo, Distilleria Bonaventura Maschio, Distillerie Bonollo Umberto, Fratelli Branca Distillerie, Fratelli Martini Secondo Luigi, Illva Saronno, Mixer, Molinari, Nonino Distillatori, Pallini, Pernod Ricard, Red Bull, Stock, Velier.

PRESS CONTACT ITALIAN EXHIBITION GROUP:
Head of media relation & corporate communication: Elisabetta Vitali; press office manager: Marco Forcellini, Pierfrancesco Bellini; press office coordinator: Luca Paganin; international press office coordinator: Silvia Giorgi; press office specialist: Nicoletta Evangelisti, Mirko Malgieri; media@iegexpo.it

MEDIA AGENCY BEER&FOOD ATTRACTION - BBTECH EXPO:
Mind the Pop - Martina Vacca: martina@mindthepop.it, mob. +39 339 748 5994; Fabrizio Raimondi: fabrizio@mindthepop.it, mob. +39 335 389 848; Stefano Chiossi: stefano@mindthepop.it, mob. + 39 388 739 4358.

This press release contains forecast elements and estimates that reflect the management´s current opinions (´forward-looking statements´), particularly regarding future management performance, realization of investments, cash flow trends and the evolution of the financial structure. For their very nature, forward-looking statements have a component of risk and uncertainty, as they depend on the occurrence of future events. The effective results may differ (even significantly) from those announced, due to numerous factors, including, only by way of example: food service market and tourist flow trends in Italy, gold and jewellery market trends, green economy market trends; the evolution of raw material prices; general macroeconomic conditions; geopolitical factors and evolutions in the legislative framework. Moreover, the information contained in this release, does not claim to be complete, and has not been verified by independent third parties. Forecasts, estimates and objectives contained herein are based on the information available to the Company as at the date of this release.