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Beer & Food Attraction 2026 to spotlight alcohol-free beverages & mixology growth
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Saturday, 31 January, 2026, 14 : 00 PM [IST]
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Rimini, Italy
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Europe’s leading beverage and bar industry event, Beer & Food Attraction, is set to return to the Rimini Expo Centre from February 15 to 17, 2026, with a strong focus on the rapid rise of non-alcoholic beverages and mixology. Organised by the Italian Exhibition Group (IEG), the 11th edition of the event is expected to further strengthen its position as a key international platform for the beer, beverage and HoReCa sectors.
One of the most significant trends shaping the upcoming edition is the surge in alcohol-free beer consumption. According to Circana’s Crest data, purchases of non-alcoholic beers in Italy have grown by 79 per cent since pre-Covid levels, rising from 28 million to 49 million, with an 18 per cent increase recorded in the last year alone. Industry body AssoBirra notes that changing consumer habits, particularly among younger demographics, are driving this growth, with 25 per cent of Gen Z consumers consistently choosing alcohol-free options.
Beer & Food Attraction 2026 will host the largest European exhibition of beers, featuring offerings from craft microbreweries to major industrial groups, including leading international brands. The event will showcase over 100 craft beer exhibitors, reflecting continued growth in the segment, alongside initiatives such as the Beer of the Year Award, which will include a dedicated low- and no-alcohol category, and the Italian Craft Beer Conference organised by Unionbirrai.
Another major highlight will be Mixology Attraction, a dedicated format focusing on spirits, mixing and soft drinks. The mixology area has already recorded a 30 per cent increase in exhibitors, with overall brand participation more than doubling compared to two years ago. Alongside this, the International Horeca meeting by Italgrob and the BBTech Expo, dedicated to beverage processing and bottling technologies, will run concurrently, reinforcing Rimini’s role as a comprehensive hub for the beverage industry.
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