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

Program

Moderated by Febo Leondini, President of AFDB (Association for the Training of Beverage Distributors)

(updated April 16)

13:30 – 14:00

Registration and welcome coffee

14:00 – 14:05

Opening remarks

14:05 – 14:15

Lombardy Region

14:15 – 14:30

Alessia Cappello, Councillor for Economic Development and Labor Policies, Municipality of Milan

14:30 – 14:45

Julia Lefermann, Secretary General, The Brewers of Europe

14:45 – 15:00

Federico Sannella, President, AssoBirra

15:00 – 15:15

Vittorio Ferraris, Direttore generale Unionbirrai

15:15 – 15:30

Teo Musso, President, Consorzio Birra Italiana

15:30 – 15.45

Association Le Donne della Birra

15:45 – 16:00

Brunella Saccone, Agrifood Office, Central Directorate for Export Sectors, ITA – Italian Trade Agency

16:00 – 16:15

Katya Carbone, Senior Researcher, CREA

16:15 – 16:30

Luca Pretti, Researcher, Porto Conte Ricerche

16:30 – 16:45

Febo Leondini, AFDB

16:45 – 17:15

Roundtable. The perspective of producers and distributors: Heineken Italia, Paolo Merlin; Birra Peroni, Massimo Fortunato; Carlsberg Italia, Serena Savoca; Amarcord, Andrea Bagli; Beverage Network, Pietro Flaccadori

17:15 – 17:45

Sponsor panel

17:45 – 17.55

Italian Exhibition Group

17:55 – 18:00

Closing remarks and end of the conference

From 18:00: networking aperitif with craft beer tasting offered by Unionbirrai