The Epicenter of Horeca Innovation: Beer&Food Attraction 2026 Concludes in Rimini
RIMINI, ITALY – For three days in mid-February, the Rimini Expo Center was transformed into the undisputed capital of the European out-of-home drinking and dining scene. From the 15th to the 17th of February 2026, industry professionals from across the globe converged on the Italian Riviera for the 11th edition of Beer&Food Attraction. Organized by Italian Exhibition Group (IEG), this premier B2B event has firmly established itself as the essential meeting point for the entire beverage and foodservice supply chain, a place where trends are born, business is forged, and the future of social consumption is written .
More than just a trade fair, Beer&Food Attraction 2026 was a comprehensive ecosystem. With a record-breaking 14 pavillions, over 600 exhibitors from 16 countries, and 130 top-tier international buyers from 45 nations, the event underscored the resilience, innovation, and dynamism of the Horeca (Hotel, Restaurant, Café) sector . This year’s edition was particularly significant, marked by the launch of a major new format, Mixology Attraction, and a palpable energy that reflected a sector evolving rapidly to meet new consumer demands for quality, sustainability, and experience.
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The fair opened its doors on Sunday, February 15th, with a ceremonial inauguration that highlighted its national importance. Maurizio Renzo Ermeti, President of Italian Exhibition Group, welcomed attendees, setting the stage for three days of intensive networking and discovery . The presence of high-profile Italian political figures underscored the event’s significance to the national economy and agricultural identity.
Shortly after the opening, the Minister for Disabilities, Alessandra Locatelli, visited the FIC Arena, home to the Italian Cooking Championships. Her presence was particularly poignant as she lent her support to the “Ragazzi Speciali” (Special Kids) contest, an initiative dedicated to young chefs with disabilities, organized in collaboration with the Italian Federation of Chefs (FIC) . This powerful demonstration of inclusion highlighted how the event transcends pure commerce to embrace social value.
The following day, the Minister of Agriculture, Food Sovereignty, and Forests, Francesco Lollobrigida, toured the fair, engaging with exhibitors and reinforcing the government’s commitment to supporting the “Made in Italy” food and beverage export industry .
The scale of Beer&Food Attraction 2026 was impressive, confirming its role as a leader in Europe for the beverage and bar industry. Building on the success of the 2025 edition, which attracted 43,634 visitors and 531 exhibitors, this year’s event expanded its physical and commercial footprint .
The most significant development for the 2026 edition was the official launch of Mixology Attraction. What was once a sector within the fair has evolved into a fully-fledged “event within an event,” dedicated entirely to the contemporary bar and beverage industry . This strategic move recognized the explosive growth and increasing sophistication of the mixology sector, aiming to create a dedicated hub for bartenders, distillers, and spirits enthusiasts.
The investment paid off handsomely. The dedicated mixology area expanded by 39% compared to the previous year, and the number of exhibitors in this segment grew by 30% in the months leading up to the show, with brand participation doubling since 2024 . Positioned at the heart of the exhibition layout, Mixology Attraction was structured into several dynamic zones:
The creation of Mixology Attraction signals a clear industry shift: the bar is no longer just a place to drink, but a complex experience where product quality, service design, and beverage innovation are inseparable.
While beer and cocktails were the stars, the fair’s comprehensive nature was on full display. Beer&Food Attraction successfully integrates three macro-areas that cover the entire value chain .
The core of the event remained its staggering array of beer. From small microbirrifici to multinational industrial groups, the fair offered the widest exhibition of beer in Italy . A key theme permeating the beer halls was the meteoric rise of low-alcohol and non-alcoholic beverages. Data from Circana presented at the fair highlighted this tectonic shift: since 2019, purchases of non-alcoholic beers in Italy have surged by 79%, with an 18% increase just in the last year . This trend is driven by changing consumer habits, particularly among younger generations. AssoBirra, the Italian brewing association, noted that 25% of Gen Z consumers consistently choose non-alcoholic options, and 53% of all consumers consider it based on the occasion . In response, the prestigious “Birra dell’Anno” (Beer of the Year) award, organized by Unionbirrai, introduced a dedicated category for low/no-alcohol beers for the first time in 2026 .
Behind the glamour of the tasting sessions lay the industrial backbone of the industry: BBTech Expo. Now in its 8th edition, this specialized salon is dedicated to raw materials, processing technologies, and packaging for beer and beverages . Here, industry professionals explored the latest innovations in malting, brewing equipment, filling lines, kegs, and labeling machines. It’s a crucial hub for brewers and producers looking to optimize production, improve sustainability, and ensure the highest quality standards from brewhouse to bottle .
True to its name, the fair dedicated immense space to food. The exhibition sectors covered everything from pizza and frozen foods to furniture, food packaging, and payment systems for public establishments . The FIC Arena, hosting the Italian Cooking Championships and the “Burger Battle Italia,” was a major draw, showcasing culinary talent and the latest trends in food pairing and presentation .
Beer&Food Attraction is not just a marketplace; it is a stage for recognizing excellence and fostering innovation.
The Lorenzo Cagnoni Award 2026, named after the historic president of IEG, celebrated the most innovative solutions for the out-of-home sector, in partnership with ANGI (National Association of Young Innovators) and ICE Agency . The awards highlighted the increasing convergence of technology and hospitality:
The 21st edition of Unionbirrai’s “Premio Birra dell’Anno” was a particularly emotional event, taking place in 2026 as Italian craft beer celebrated its 30th anniversary. With 212 breweries and 1,746 beers competing, the ceremony, held at the Beer&Tech Arena, was a powerful testament to the vitality and maturity of the Italian craft brewing scene .
The 15th International Horeca Meeting, organized by Italgrob (the Italian association of beverage distributors), provided a high-level forum for analyzing market dynamics. The congress brought together industry and distribution leaders to discuss the challenges and opportunities reshaping the market, from evolving consumption styles to the impact of new regulations .
Walking through the pavilions of Beer&Food Attraction 2026, several key themes emerged that will likely define the Horeca sector for years to come.
As the doors closed on the evening of February 17th, the sentiment among exhibitors and visitors was overwhelmingly positive. Beer&Food Attraction 2026 successfully navigated the currents of a changing world, providing a vital platform for connection, learning, and deal-making.
By integrating the new Mixology Attraction, expanding its international reach, and deepening its focus on the entire supply chain with BBTech Expo and the International Horeca Meeting, IEG has cemented the Rimini fair’s status as a truly holistic event. It is not just a showcase for products, but a catalyst for the entire “Eating Out Experience.” For the 600+ exhibitors and thousands of professionals who walked the floors, Beer&Food Attraction 2026 was the essential springboard for innovation and growth in the year ahead, proving that the future of the Horeca sector is being built, collaboratively and ambitiously, on the shores of the Adriatic .
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