BEYOND THE GLASS: THE NEW PARADIGM OF MIXOLOGY BETWEEN ALCOHOLIC AND NON-ALCOHOLIC

Mixology is experiencing a revolution: the boundary between cocktails and mocktails is becoming thinner, paving the way for a new paradigm that redefines creativity, experience, and consumption. In this masterclass, we will explore the global trend of non-alcoholic and low-alcohol drinks and how the industry interprets and integrates this trend into its strategies. Patrick Simoni (Marketing & Innovation Director of Gruppo Lunelli) will guide us through the macro-trends shaping the future of conscious drinking; Riccardo Marinelli (Bar Catering & Beverage Consultant) will offer the professionals' perspective and the creative challenges behind non-alcoholic proposals; finally, Graziano Perugini, Master Herbalist at Casa Tassoni, will reveal the care and attention hidden behind a "simple soda," demonstrating how quality is the true secret ingredient. An unmissable event for those who want to anticipate the future of mixology and transform mocktails from an alternative to a protagonist.