Innovation and new consumption models
15th OCTOBER 2026 | 13:30 - 18:00
Palazzo della Cultura
Tecniche Nuove, via Eritrea 21 - 20157 Milano
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 today is characterised by authentic communication based on storytelling about the product’s history 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 communication platform, there is a single common thread: the awareness of having a well-defined and structured business project behind them,
in order to create a quality product that is recognisable and communicates the value and territorial identity of their production.
Research and innovation drive the development of a beer that better 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
Christian Garavaglia, Consigliere regionale Regione Lombardia
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, General Manager Unionbirrai
15:15 – 15:30
Teo Musso, President, Consorzio Birra Italiana
15:30 – 15.45
Michela Cimatoribus, Consigliera Associazione 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 – “Le birre come alimenti funzionali“
16:30 – 16:45
Febo Leondini, President AFDB
16:45 – 17:15
Round table. The perspective of producers and distributors: Heineken Italia, Paolo Merlin; Birra Peroni, Massimo Fortunato; Carlsberg Italia, Serena Savoca; Amarcord, Andrea Bagli; Birrificio Italiano, Giulio Marini; Beverage Network, Pietro Flaccadori
17:15 – 17:45
Sponsor panel
17:45 – 17.55
Maria Carmela Zeolla, Exhibition Manager 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
PRE-REGISTRER FOR THE EVENT
Speaker
Febo Leondini
President, AFDB
Christian Garavaglia
Consigliere regionale Regione Lombardia
Alessia Cappello
Councillor for Economic Development and Labor Policies, Municipality of Milan
Julia Lefermann
Secretary General The Brewers of Europe
Federico Sannella
President AssoBirra
Vittorio Ferraris
General Manager Unionbirrai
Teo Musso
President Consorzio Birra Italiana
Michela Cimatoribus
Consigliera Associazione Le Donne della Birra
Brunella Saccone
Agrifood Office, Central Directorate for Export Sectors, ITA – Italian Trade Agency
Katya Carbone
Senior Researcher CREA
Luca Pretti
Researcher Porto Conte Ricerche
Paolo Merlin
Heineken Italia
Massimo Fortunato
Birra Peroni
Serena Savoca
Carlsberg Italia
Andrea Bagli
Amarcord
Giulio Marini
Birrificio Italiano
Pietro Flaccadori
Beverage Network
Maria Carmela Zeolla
Exhibition Manager, Italian Exhibition Group
Under the patronage of
Sponsored by
Media Partner
update luglio 2026
