Mixology Attraction was one of the defining developments of Beer&Food Attraction 2026, strengthening Rimini’s role as an international meeting point for the beverage and wider out-of-home industry.

Its debut contributed to a 39% increase in exhibition space dedicated to beverage and mixology, bringing together spirits, soft drinks, wine, ready-to-drink and 'low and no' alcohol products. The format connected brands, distributors, bartenders, bar managers and Ho.re.Ca professionals, while the Mixology Circus added live experiences, professional content and networking opportunities focused on contemporary drinking culture and emerging market trends.

Mixology Attraction is part of the wider Beer&Food Attraction platform, organised by Italian Exhibition Group. The 2026 edition welcomed 645 exhibitors from 24 countries and 46,204 professional visits, up 6% on 2025, with attendees arriving from 86 markets.

The international dimension was equally significant. The programme involved 145 top buyers and generated 1,983 business meetings, connecting exhibitors with importers, distributors, wholesalers, Ho.re.Ca operators and restaurant chains. The UK ranked among the leading international markets for both exhibitors and visitors, highlighting the strong relationship between the country and the event.

Alongside Mixology Attraction, beer remains a core part of the show, with an offering representing the full breadth of the category: from leading international and mainstream brands to medium-sized producers, independent craft breweries and international beer specialities.

Foodservice also plays a strategic role, connecting beverage with the occasions and formats in which products are consumed. The offer ranges from pizza, ready meals and burgers to frozen food, snacks and sauces, alongside professional equipment, payment systems and management software for the sector.

Completing the beverage value chain, BBTech Expo brings together raw materials, production and processing technologies, filling and packaging, creating a direct connection between finished products, production and technological innovation.

Beyond the exhibition floor, Mixology Circus, Beer&Tech Arena and Ho.re.Ca Arena create spaces for knowledge-sharing, training and discussion. Birra dell’Anno Competition – Beer of the Year, World Pizza Champion Games, the Italian Cuisine Championships and other professional events contribute to an experience built around four key needs: doing business, learning, networking and discovering new market trends.

Building on these results, Beer&Food Attraction, together with Mixology Attraction, will return to Rimini Expo Centre from 21-23 February 2027.

Mixology Attraction will enter its second edition, while the wider platform will strengthen thematic visitor journeys, B2B speed-dating, business matching and the Buyer Nomination Programme, with particular international focus on the UK, Germany and Spain.

Three days to discover products and technologies, meet new partners, exchange knowledge and explore the trends shaping the future of beverage, beer, foodservice and the out-of-home market.