FILIERA BIRRA 2026
Innovation and new consumption models
15th October, 2:00 pm – 6:00 pm
Palazzo della Cultura Tecniche Nuove - Via Eritrea 21, Milan
Italian beer has acquired an intrinsic cultural and regional value, becoming a veritable ecosystem built on expertise, innovation and passion.
Beer is a ‘product of the land’; it is a complex sector that stretches from the field to the consumer’s table.
Italian beer is now characterised by an authentic communication based storytelling of the product and its region of origin, in order to build a strong and recognisable identity.
From the evolution of raw materials, production and bottling technology to distribution channels and means of communication, there is a single common thread: the awareness of having developed a well-defined and structured business project
aimed at creating a quality product that is recognisable and communicates the value and regional character of its production.
Research and innovation form the basis for developing a beer product that increasingly meets consumer needs.
The 2026 edition focuses specifically on aspects of product innovation in response to new habits among end consumers, who must perceive the full value of the beer product through effective communication.
- PRODUCT INNOVATION
- NEW CONSUMPTION PATTERNS
- COLLABORATIVE DISTRIBUTION MODELS
- EFFECTIVE AND EFFICIENT COMMUNICATION
Under the patronage of
Sponsored by
Update March 2026
