BEER ATTRACTION

BEER ATTRACTION

At the fourth edition of Italy’s leading expo for speciality beer and craft beer, the new trade fair dedicated to technology for beer and beverage production joins.
At IEG – Fiera di Rimini from 17th to 20th February 2018.
www.bbtechexpo.it
www.beerattraction.it

Launched almost as a wager three years ago, to favour the growth of a small but rapidly expanding market such as that of craft beer, in a short time Beer Attraction has become the leader in Italy for the entire product chain of craft beer and speciality beer, with an increase in visitors this year of 42% on 2016 figures. A result achieved thanks to the organization ability of the IEG Italian Exhibition Group team and the new format with two new sections dedicated to the new increasingly attractive metropolitan proposals of food service and technology for beer and beverages. Among the important players involved, the FIC – Italian Federation of Chefs, which takes its place alongside Unionbirrai, a partner from the outset and fundamental for Beer Attraction, and the patronage of Italgrob.

In 2018 IEG is raising the stakes, investing further in technology for beer, beverages and liquid food. The result is BB Tech expo, an actual exhibition which will occupy Hall A5 at Rimini expo centre and the new Hall A4. It will be held simultaneously with Beer Attraction from 17th to 20th February 2018, but will highlight its own contents, confirming or, even better, developing the experience of BB Tech Lab, thanks to important partners such as the Cerb Italian Brewing Research Centre of the University of Perugia and Udine University’s Department of Nutritional Science and Technologies.


Innovation, workshops and great events will once again be the distinguishing features of both Beer Attraction and BB Tech expo. In fact, Birra dell’Anno (Beer of the Year) award, the Italian scenario’s beer contest par excellence will be back, with an increasingly leading role and open to internationality, as is borne out by the participation of judges and experts from all over the world, sometimes authentic celebrities in the sector, such as Melissa Cole, who took part in the last edition.
The Food section also confirms its great event, with the Italian Cuisine Championships organized by the FIC (Italian Federation of Chefs), which will involve all the best Italian regional cuisine, thanks to the professionalism and passion of the greatest Italian and foreign chefs.
The ingeniousness and flair of a world in which creativity goes hand in hand with professionalism and passion will be the subject of a new project currently being planned and which will be announced further on.
There will also be greater investments in internationality, and in fact the organizers aim at increasing the number of buyers attending the expo, targeting above all European countries with the most mature markets and the highest consumption: from Germany to Great Britain, Belgium to Scandinavia and Austria to Switzerland, to mention just a few.
The expos’ layout will also expand, adding the newly built halls (which will be ready in time for January 2018) to the two twin halls A7-C7 and A5-C5.

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