IN BREVE
- Mixology Experience will take place from May 11 to 14, 2026, at Rho-Fiera Milano, highlighting the professional beverage sector.
- The event will focus on an expanded Business Match program to create relationships between exhibiting companies and international buyers.
- International talks and masterclasses on consumer trends and mixing techniques will be organized.
- The exhibition path will showcase the integration between food and beverage, with over 500 brands expected and new international entries.
- The fifth edition will focus on training and the immersive visitor experience, confirming its role as a market accelerator.
Mixology Experience returns from May 11 to 14, 2026 in Hall 6 of Rho-Fiera Milano. The event, born from a Bartender.it project, confirms its position in the professional beverage landscape as a meeting point for companies, buyers, and Horeca operators. The event follows the results achieved in the 2025 edition within TuttoFood Milano, characterized by an increase in specialized visitors and foreign operators. Over the years, the format has intercepted the evolution of the contemporary bar, becoming a space dedicated to product innovation, mixing culture, and new beverage market dynamics.
BUSINESS MATCH AND INTERNATIONAL DIMENSION
The 2026 edition will emphasize its global vocation with an expanded Business Match program. The goal is to create direct relationships between exhibiting companies and category managers from major global purchasing groups, along with national and international distribution platforms, importers, and Horeca buyers active in the sector’s main capitals. Delegations are expected from Europe, North America, the Middle East, and Asia.
“For years we have aspired to contribute to the creation of a true international business opportunity for the beverage world,” says Luca Pirola, creator and organizer. “The fifth edition of Mixology Experience brings with it a Horeca audience that can finally cross-pollinate an event that already expresses impressive numbers in terms of both visitors and national and international buyers.”
The reference to the collaboration with TuttoFood remains central: “TuttoFood is already the absolute leading trade fair for Retail and Large-Scale Retail (GDO) contacts, and the 2026 Business Match program will allow companies to meet the largest category managers of global purchasing groups, along with Italian and international distribution platforms.”
Pirola also previews the focus on content: “A four-day event that optimizes all the commercial, export, and sales needs of beverage companies and all their brands. Without forgetting the professional audience: we will activate a program on the “Main Stage” and in the “Main Bar Arena” full of news, content, and experiences to live, confirming Mixology Experience as the place where the sector grows and recognizes itself.”
EXPANDING CULTURAL AND PROFESSIONAL PROGRAM
The fifth edition will invest even more in training with a schedule centered on beverage pairing and the dialogue between cuisine, mixology, and hospitality. International talks with bartenders, bar consultants, and brand ambassadors are planned, as well as technical masterclasses on spirits, contemporary cocktails, advanced non-alcoholics, and consumer trends. Immersive experiences will accompany professional visitors throughout the event.
AN EVOLVING ECOSYSTEM FOR THE SUPPLY CHAIN
The exhibition path will highlight the crossover between food & beverage, showing how modern mixing integrates with signature cuisine, casual dining, and emerging formats. Over 500 brands are expected, with several international new entries and a significant presence of emerging brands. The Beverage and Mixology Experience 2026 hall aims to consolidate its role as a market accelerator for spirits, liqueurs, premium soft drinks, advanced non-alcoholics, craft distillation, beers, sparkling wine, distributors, tech platforms for the beverage industry, bar equipment companies, and hospitality solutions.
