Vinitaly expands the mixology and spirits area: Italia exports worth 1.7 billion

The 58th edition of Vinitaly, scheduled to take place in Verona from 12 to 15 April, will see the debut of 'Xcellent Spirits', a B2B format that will see an entire hall dedicated to spirits.

"Xcellent Spirits," observed Gianni Bruno, Deputy Director General of VeronaFiere, "represents the start of a multi-year strategic plan with which Vinitaly intends to enhance the sector, integrating it permanently into the exhibition platform. A new set-up designed to develop over time in response to the evolution of consumption and the growing international relevance of the sector. Innovations also include the new NoLo-Vinitaly Experience that will be developed in collaboration with the Italian Wine Union".

According to a Nomisma analysis based on customs data, in 2024 Italy's spirits exports reached EUR 1.75 billion, placing Italia in fifth place among world exporters, after the United Kingdom, France, Mexico and the United States. In the period 2019-2024, exports grew by 41%.

Xcellent Spirits will be hosted in an exclusive outdoor area, a marquee of over 1,000 square metres. The exhibition offer will be divided into two main areas: "Spirits", dedicated to spirits, liqueurs and aromatised and fortified wines, and "Drinks & Mix", with soft drinks, hard seltzers and ready-to-drink, to illustrate the evolution of contemporary consumption and the opportunities for mixology.

A programme of events reserved for operators will also be offered. These include the Aperitivo all'italiana, two appointments to facilitate and continue networking between companies and buyers. At the centre of the area will be the Temple Bar, a central space run in rotation by the main bartenders of Italian venues, with live preparations and mixology sessions. Each day will feature a specific theme, which will guide the drinks menu made with the exhibitors' products.