IN BREVE
- Beer&Food Attraction, from February 15 to 17 at Rimini Fairgrounds, positions itself as an observatory on new beverage and out-of-home trends.
- The beer market is worth 10.4 billion euros, with strong growth in craft beers (+15%) and non-alcoholic beers (+79%).
- Mixology gains ground with the debut of Mixology Attraction, highlighting a sector in recovery and reaching a value of 2.2 billion euros for alcoholic and non-alcoholic beverages out-of-home.
- Non-carbonated soft drinks are growing (+24%) and alcoholic cocktails (+32%). Liqueurs and spirits have increased by 30% from 2019 to today.
Two weeks before opening, Beer&Food Attraction, scheduled from February 15 to 17 at Rimini Fairgrounds, positions itself as a European observatory on new beverage and out-of-home trends. The figures released on the eve of the event describe a market in transformation, with beer still at the center and strong acceleration in mixology and soft drinks. According to Assobirra data, the beer sector is now worth 10.4 billion euros. Consumption continues to evolve, capturing new occasions both inside and outside venues.
THE BEER MARKET BETWEEN CRAFT AND NON-ALCOHOLIC
Growth particularly concerns craft beers and non-alcoholic beers. The former have exceeded 183 million purchase acts, with a 15% increase compared to the pre-Covid period. The latter have reached 49 million purchase acts, marking a +79% in the same time comparison. These are segments that can no longer be considered niche. Consumption dynamics indicate broader demand, linked to different lifestyles and greater attention to alternative consumption occasions.
MIXOLOGY ATTRACTION AND THE RETURN OF OUT-OF-HOME CONSUMPTION
Alongside beer, Beer&Food Attraction strengthens the area dedicated to mixology with the debut of Mixology Attraction, a new project focused on spirits, cocktails, soft drinks and low & no alcohol. The sector shows signs of consolidated recovery. Total purchase acts of alcoholic and non-alcoholic beverages out-of-home are now worth 2.2 billion euros, a figure in line with the pre-pandemic period.
Growing are especially non-carbonated soft drinks, which register a +24%, and alcoholic cocktails, rising from 69 million purchase acts to 91 million, with an increase of 32%. Liqueurs and spirits are also up, rising from 58 million in 2019 to 76 million recorded last August, equal to +30%, with a further 23% growth in the last year.
THE FAIR’S NUMBERS AND RIMINI’S ROLE
Beer&Food Attraction 2026 features over 600 exhibitors and more than 1,200 brands, accompanied by a program of masterclasses, talks and incoming buyers. The event, organized by Italian Exhibition Group, confirms itself as a strategic appointment to analyze market data and capture the trends that are redefining contemporary consumption. Two weeks before launch, Rimini prepares to become the European reference point for beverages and the out-of-home experience.
