Press Releases

• The 11^th edition of Europe’s leading event for the beverage and bar industry, organized by Italian Exhibition Group, will be back at Rimini Expo Centre from 15^th to 17^th February 2026
• Great success also for the new Mixology Attraction brand that enhances the beverage offer with a focus on mixing and spirits: exhibitors already up by +30%
• According to Circana's CREST data, sales of non-alcoholic beers increased once again in the last year (+18%). And for AssoBirra, 25% of Gen Z always choose alcohol-free
• Beer&Food Attraction will host the largest European exhibition of beers, from craft to large industrial groups, with the best international brands

www.beerandfoodattraction.it
www.mixologyattraction.com/it

Rimini, 23 December 2025 – The world of beers and mixology is warming up its engines for Beer&Food Attraction, Europe’s event of reference for the beverage and bar industry, organized by Italian Exhibition Group (IEG) and scheduled to take place at Rimini Expo Centre from 15^th to 17^th February 2026. Last year, the event hosted 600 exhibitors with 1,217 brands as well as 130 buyers from 47 countries.

THE RISE OF ALCOHOL-FREE BEER

For the 11^th edition, Beer&Food Attraction confirms its status as a reference point for the brewing community: from artisanal microbreweries to large industrial groups, the event will offer the widest exhibition of beers in Italy, in a sector which - according to Assobirra - is currently worth 10.2 billion euros.

One of the sector’s most prominent trends is the exponential growth of alcohol-free beers. Circana's CREST data confirm the trend: since 2019, purchases of non-alcoholic beers in Italy have risen by +79%, going from 28 million to the current 49 million, with a +18% increase compared to last year alone. The positive sign also involved the craft beer sector. In fact, the IEG event will feature the widest offer of microbreweries with over 100 exhibitors. Since pre-Covid, purchases having risen from 159 million to 183 million in 2025 (+15%).

Still on the subject of conscious consumption, AssoBirra highlights how 89% of Italians declare responsible behaviour, especially in not drinking alcohol before driving or working (65%) and in paying attention to mental clarity (52%). This is where the increase in alcohol-free beers comes in: 25% of Gen Z always choose non-alcoholic and 53% of the total evaluates it according to the occasion. At the same time, according to Unionbirrai, seasonal craft beers, especially at Christmas, are increasingly popular due to gourmet proposals and as alternatives to wine during festive lunches and dinners. An exhibition section that, at Beer&Food Attraction, will showcase an Italian and international offer, thanks also to attending associations (such as the Brewers Association) and brands from abroad. The offer will then be completed by the ‘Beer of the Year' award, which, for this edition, will also host a category exclusively for low/no alcohol, and the Italian Craft Beer Conference organized by Unionbirrai, without forgetting the Beer&Tech Arena as a point of reference for talks.

MIXOLOGY ATTRACTION: THE NEW FORMAT WILL ADD +30% MORE EXHIBITORS

The big new feature at the 11^th edition of Beer&Food Attraction will still be Mixology Attraction, one of the strategic pillars that will boost the event’s role as a reference hub for the entire beverage & bar industry world by encouraging dialogue between bartenders and industry professionals on contemporary mixing languages. The brand was created to promote a rapidly evolving sector that is becoming increasingly central at contemporary venues. It completes the exhibition offer by giving further prominence to the beverage world, from mixing to spirits and soft drinks, to accompany the universe of beers.

Located in the centre of the exhibition layout, Mixology Attraction will provide a structured proposal with different focuses: Mixology Circus, which will host internationally renowned bartenders alongside masterclasses and talks on new sector trends; the Mixology Village exhibition area, which will feature a qualified selection of the best distillates, liqueurs and spirits, while Sparkling&Mix will once again spotlight bubblies, prosecco and sparkling wines as protagonists of the culture of mixed drinking. A format that has already reached large numbers: compared to last year's edition, the Show’s mixology area will be 22% larger with +30% of exhibitors already signed up two months after the event. And more generally, compared to two years ago, growth stands at +120%, going from 59 brands to the current 130.

THE INTERNATIONAL HORECA MEETING AND BBTECH EXPO COMPLETE THE OFFER

Rimini Expo Centre’s halls with be hosting two other important events at the same time: Italgrob’s International Horeca Meeting, where industry and distribution will be meeting to discuss out-of-home trends and challenges linked transversally to beers and the world of mixing. And, the 8^th edition of BBTech Expo, the exhibition on raw materials, process technologies and beer and beverage bottling, which will further strengthen its identity in 2026. This event will complete the technological and production offer of the entire beverage supply chain, consolidating the importance of Beer&Food Attraction as a reference point for the beverage industry.

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, doe 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.

• The 11^th edition of Europe's leading event for the beverage and bar industry, organised by Italian Exhibition Group, will be held at Rimini Expo Centre from 15^th to 17^th February 2026
• The new Mixology Attraction brand 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 an increase in alcoholic cocktail purchases (+32%) as well as liqueurs and spirits (+30%)
• Beer&Food Attraction features Europe's largest beer exhibition, from craft beers to big industrial groups with the best international brands
• A packed programme of events with talks, demos and competitions: from Italgrob's International Horeca Meeting to the Mixology Circus, Unionbirrai's ‘Beer of the Year’ award and the FIC-Italian Chefs’ Federation's ‘Italian Cooking Championships’
• At the same time, the 8^th edition of BBTech Expo for raw materials and processing and filling technologies for beers and beverages

www.beerandfoodattraction.it
www.mixologyattraction.com/it

Rimini, 30^th October 2025 - Rimini Expo Centre is preparing to turn the spotlight on Beer&Food Attraction, Europe’s leading event for the beverage and bar industry, organised by Italian Exhibition Group (IEG) and scheduled to take place from 15^th to 17^th February 2026.

Following the success of the last edition – with 600 exhibitors and more than 130 international buyers from 40 countries – the event is being redeveloped and extended with the new Mixology Attraction brand, a redesigned exhibition layout and special areas to enhance the out-of-home community, making the exhibition experience even more engaging, thematic and functional for exhibitors and visitors alike.

THE NUMBERS CONFIRM HIGH INTEREST IN THE BEVERAGE AND MIXOLOGY WORLD

Circana's Horeca Panel, which monitors beverage section sales at wholesalers, indicates a +39% increase in value from 2019 to 2024. More generally, total turnover in the first six months of 2025 stood at 2.3 billion euros. According to Circana's Crest data, “out-of-home” consumption in Italy (in terms of visits) has now returned to pre-Covid levels with 9.7 billion in August 2025 compared to 10.2 billion in the same period in 2019. This is also demonstrated by the total number of purchases of alcoholic and non-alcoholic beverages, which remained stable at 2.2 billion, exactly as it was six years ago. Comparing the two periods, the largest increase was registered in non-carbonated soft drinks (+24%) and purchases of alcoholic cocktails (+32%, from 69 million to the current 91 million) as well as liqueurs and spirits, which rose from 58 million in 2019 to 76 million last August (+30%), with significant growth last year too (+23% compared to 2024).

These figures confirm the high interest in the world of beverages and mixology, one of the main sectors at the 11^th edition of Beer&Food Attraction. Major new features, such as the launch of the Mixology Attraction brand to give even greater prominence to the world of beverages, mixology and spirits, will accompany the beer world. The new area will be positioned at the centre of the exhibition layout with several focal points: Mixology Circus, which will host internationally renowned bartenders alongside masterclasses and talks on new trends in the sector; the Mixology Village exhibition area with the best spirits labels; and the return of Sparkling&Mix, where sparkling wines, prosecco and semi-sparkling wines will take centre stage in the culture of mixed drinks.

EUROPE’S LARGEST BEER EXHIBITION AND THE EVOLVING WORLD OF FOOD

Alongside mixology, Beer&Food Attraction confirms its role as a benchmark for the brewing community: from artisan microbreweries to large industrial groups, the event will offer the biggest exhibition of beers in Italy in a sector that – according to Assobirra – is now worth 10.2 billion euros.

The 2026 edition will feature additional special areas designed to foster the encounter between supply and demand, such as ‘Aperitivo Land’, where beverages can be paired with casual dining options, and ‘Eat&Play’, an experiential area for enjoying entertainment outside the home.

Considerable importance will be given to the sector’s customary events, such as Italgrob's International Horeca Meeting, where industry and distribution will meet to discuss trends and challenges in the out-of-home sector, and the ‘Beer of the Year’ award organised by Unionbirrai.

BBTECH EXPO: PROCESS TECHNOLOGIES AND INNOVATION

The 8^th edition of BBTech Expo, the exhibition for raw materials and processing and filling technologies for beers and beverages, will be held at the same time. To further strengthen its identity at the 2026 event, the Italian Craft Beer Conference, organised by Unionbirrai, will explore the craft beer production process, and the Beer&Tech Arena will offer concrete visions, tools and inspiration for sector operators.

THE MOST IMPORTANT NATIONAL COMPETITIONS AND AN EVER MORE FUNCTIONAL FORMAT

As always, Beer&Food Attraction will host the sector’s most important national competitions. These will include the Italian Cooking Championships organised by the Italian Chefs’ Federation (FIC), while space will also be given to young talent through the ‘Lorenzo Cagnoni Award’ (in partnership with ANGI-National Association of Young Innovators and the Italian Trade Agency), which promotes start-ups and innovations in the sector.

Moreover, with its new exhibition layout, Beer&Food Attraction 2026 will offer an even clearer and more integrated visitor experience: three main themes – Beer&Food, Beverage&Mixology, Beverage Technologies – designed to promote every professional community in the out-of-home sector. A format that combines content, business and international networking, consolidating the event's role as a European hub for the beverage and bar industry.

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.