Vinitaly 2026 Launches Xcellent Spirits

Vinitaly 2026 expands its business ecosystem and unveils Xcellent Spirits, a new B2B format dedicated to the world of spirits. The project will debut at the 58th edition of the event, scheduled at Veronafiere from April 12 to 15, 2026, marking the structural entry of spirits within Vinitaly with a dedicated pavilion.

For Gianni Bruno, deputy general manager of Veronafiere, “Xcellent Spirits represents the launch of a multi-year strategic plan through which Vinitaly intends to enhance the sector, integrating it permanently into the trade fair platform. A new structure designed to develop over time, in response to evolving consumption patterns and the growing international relevance of the sector. Among the new features is also the new NoLo – Vinitaly Experience which will be created in collaboration with Unione Italiana Vini.”

Xcellent Spirits is created by Veronafiere/Vinitaly in collaboration with Gang of Spirits, a company of professionals specialized in the sector. The format will be hosted in an exclusive outdoor area: a tensile structure of over 1,000 square meters designed to create direct connections between producers, the market, and professional operators and to represent the entire reference supply chain.

The exhibition offering is divided into two main areas. The Spirits section is dedicated to distilled spirits, liqueurs, and aromatized and fortified wines. The Drinks & Mix area welcomes soft drinks, hard seltzers, and ready-to-drink beverages, with the aim of showcasing the evolution of contemporary consumption and opportunities related to mixology.

Alongside the exhibition area, Xcellent Spirits offers a program of events reserved for professional operators. Among the planned initiatives is the Aperitivo all’italiana, with special opening of the pavilion until 7:30 PM on Monday, April 13 and Tuesday, April 14. Two appointments designed to encourage and extend networking between companies and buyers.

At the center of the area will be the Temple Bar, a space managed on rotation by leading bartenders from Italian venues, with live preparations and mixology sessions. Each day will feature a specific theme guiding the drink menu, created with exhibitors’ products.

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The program is completed by international masterclasses, with four daily sessions dedicated to technical insights and dialogue with industry leaders. The sessions, led by master distillers and international guests, will offer continuous training throughout the event.

According to Nomisma, on a customs basis, in 2024 Italian spirits exports reached €1.75 billion. Italy ranks fifth among global exporters, after the United Kingdom, France, Mexico, and the United States. In the 2019-2024 period, exports grew by 41%, one of the highest performances among the top five exporting countries. The country is a leader, together with Germany, in the liqueur segment, with a value of €547 million and 25% growth over the five-year period, higher than Germany’s (+19%).

Similar to wine, 2025 is shaping up to be a less favorable year. In the first ten months, a 5% decline in export value has been recorded. Germany remains the primary destination market with 21%, followed by the United States (12%) and the United Kingdom (8%). In the same period, among the top ten destination markets, strong growth in Italian exports to Poland stands out, at +70%.