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Beer Attraction 2017 – Italy


The month of February saw the winning combination of beer, technology, and food with a focus on business, internationality, and training at BEER ATTRACTION 2017, at IEG – Fiera di Rimini. The event was a huge success.

In addition to the specialty and craft beer attractions, this year’s event had two new attractions – Food Attraction, dedicated to new metropolitan proposals for food service, and BB Tech Expo – Beer & Beverage Technologies, a section dedicated to technologies for beer and beverages. The new format integrated the three product chains with an increasingly business-oriented and international viewpoint.

Organized by Italian Exhibition Group with the patronage of Italgrob and in collaboration with Unionbirrai and FIC (Italian Federation of Chefs), Beer Attraction involved authoritative partner from the three different sectors: Cast Alimenti – the school of culinary arts, CERB – Italian Brewing Research Centre of the University of Perugia, Department of Agri-food Science of the University of Udine, NIP – Nazionale Italiana Pizzaioli, Pizza & Pasta and many more.

The 2017 edition saw 20,685 visits (42% more than 2016), 430 exhibitors (+23%), 600 business meetings (almost twice the number that was last year). The high-profile buyers came from 15 nations to participate in 90 events (contests, seminars, competitions such as Unionbirrai’s Beer of the Year and FIC’S Italian Cuisine Championships, show cooking and technical workshops) and 184 journalists and bloggers from Italy and abroad accredited, ensuring an extraordinarily high profile on the major media and social networks.

Beer Attraction showed its value as a completely new event for the market, thanks to an original dynamic format of product chains and sectors at the service of the Horeca and beverage technology trades. Exhibiting companies participated in an interactive manner, highlighting their products in the context of innovative food service proposals. The contents of the events targeted above all the professionalization of the trade members of the three different sectors, contributing to the overall development of their respective markets. At the inauguration, the ribbon cutting was done by Emma Petitti, Emilia Romagna Regional councillor for budget matters and institutional reorganization. The other participants included Rimini town councillor for Economic Activities, Jamil Sadegholvaad and Lorenzo Cagnoni, President of IEG Italian Exhibition Group, the company founded with the merger between Rimini Fiera and Fiera di Vicenza. On stage with them were, Melissa Cole, beer sommelier and world-famous journalist, and Gert Klötzke, chairman of the Culinary Competition Committee of the World Association of Chefs’ Societies and ex-captain of Sweden’s national chef team.

Speaking on the occasion, IEG President Lorenzo Cagnoni said, “Beer Attraction, already a strategic business hub of the food & beverage chain, has definitively confirmed its status as an appointment that’s a must for members of the HORECA trade and held in the most suitable period of the year for them. Having brought together the professional skills of top master brewers and great chefs in an area such as Rimini, which is unique for its concentration of venues and innovative formats, ensured that extra know-how indispensable for multiplying business and launching worldwide trends.”



IEG Managing Director Corrado Facco added, “Italy’s beer chain was the key player of this edition. The sector’s experts could appreciate the considerable increase in quality, as well as the innovation of the production technology. We can, therefore, assert that the Italian style is once more confirmed as a forerunner of interesting developments at international level.”

Tradition and ancient legends inspired some of the new products from the “Beer Purity Law”, to recipes handed down by Cistercian monks.

For the first time at the expo, Green’s Belgian beer, from the world’s only brewery specialized exclusively in brewing gluten-free beer. Expert brewers and breweries from across the beer world participated in the event. From the ancient Bavarian brewery Brauerei Kuhbach came Festbier, a special beer brewed to celebrate the 500th anniversary of the German Beer Purity law. From Belgium, Brasserie d’Elby participated with Le Corne du Bois des Pendus Blonde (public silver medal at the Mondial de la Bière in Strasburg in 2010), La Corne Triple (silver medal at the Mondial de la Bière in Strasburg in 2011) and the newest product, Corne Black. Belgian Val-Dieu beers, from the brewery of the same name standing on the site of the Cistercian Abbey Notre-Dame de Val-Dieu, founded in 1216, exhibited Blonde, Brune and Triple products.

Other Belgian brands at the expo include Haacht, Brasserie L. Huyghem, John Martin. German brands include Radeberger, Bitburger, the third largest brewery in Germany, with the special beer Craftwerk Brewing, König with Th. König Zwickl, a tribute to founder Theodor König, Brauerei C & A Veltins. And that’s not all: Norden, by Ceres and Poland’s REcraftBrewerie.

In the BBTECH EXPO sector dedicated to plants and raw materials, there were exhibits on outstanding beer brewing plant and systems by Pacovské Strojírny. As (Netherlands), Fermentis, a division of the global giant Lesaffres (yeast producer) and Germany’s malt producer Weyermann. The Food sector also featured foreign participation, with Lantmannen (world leader in the production of frozen bread and pastry).

The next edition of BEER ATTRACTION will be held from 17th to 20th February 2018.



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