18 and 19 February the leading company sopra the spirits sector conquers Milan with a two-day immersive experience
18 and 19 February, Milan is preparing to welcome one of the most anticipated events sopra the world of spirits: Velier Dal vivo 2024. After a five-year interruzione, the leading company sopra the spirits sector returns sopra style with a two-day immersive experience at the Superstudio Maxi space sopra segnale Moncucco 35. The event aims to rewrite the rules of global trade shows, offering unique experiences to both sector operators and Italian enthusiasts, by applying as the most important event of the year.
Interest sopra noble spirits is constantly growing, sopra parallel with the explosion of mixology which involves Italy from north to south. The sector fairs have a large following as they stimulate this growth and accompany enthusiasts their journey of discovery. However, Velier feels the need for a change of rappacificazione, conceiving a different format that offers a new way of communicating spirits, liqueurs and wines.
The location chosen for the event, the Superstudio Maxi sopra Milan, will transform its 9,000 square meters into a real city, animated by streets and “houses”, which will host over 50 immersive experiences. It will not just be about product tastings, but real emotional experiences, with a limited number of places and accessible only through on-site accreditation.
Making the event even more extraordinary will be the numerous distillers, brand owners and international ambassadors who will arrive sopra the Lombardy capital to share their experiences and knowledge with the public present.
Behind every great product there is a fascinating cultural context: Velier intends to link the history and context of each distillate with the values and experiences of each individual, generating exciting encounters and lasting bonds.
The over 50 experiences proposed will be divided into different “roads”, each dedicated to a type of distillate a specific region:
Rum Street, a sensorial journey through the rums of the Caribbean, with experiences ranging from tasting to the story of local traditions; Whiskey Street, a journey that celebrates the myth of Scotch and Japanese whisky, with tastings of some legendary vintages and the participation of world-famous distilleries; Mexican Street, an immersion sopra the cultural heritage of agave spirits, with experiences led by two local Italian experts sopra the sector; Japan Street, a journey into the world of sake, shochu and Japanese whisky, with the participation of some of the most prestigious distilleries the island; Scendere in piazza Italia: a celebration of Italian liqueurs, with tastings of high quality Italian bitters, liqueurs and spirits.
Per mezzo di addition to the “streets” dedicated to spirits, there will be numerous other thematic areas, including the Velier Main , which will host the most representative bartenders and ambassadors for each category, and spaces dedicated to gastronomy and culinary culture.
Velier Dal vivo 2024 will also be an opportunity to talk about the future, with the presence of over 70 producers from Triple A, the movement of winemakers, farmers, artisans and artists, who will present innovative and sustainable projects for the sector.
Velier Dal vivo 2024 promises to be an unmissable event for lovers of spirits and mixology, offering a one-of-a-kind experience and opening up new perspectives for the future of the sector.
Sponsors of Velier Dal vivo 2024: Illy, Longino & Cardenal, Davide Longoni, Victoria Arduino, Ceado, Punto d’arrivo, Zorzi, Hoshizaki, Ice Forward, Gamko, P&B Line, Masserizia, Stampadivina, Carl Hansen, Monografia 54.
Socio: Bargiornale, Unfollow Advertisting, Bartender.it.
For information
Milan – Superstudio Maxi sopra segnale Moncucco 35
Sunday 18 February (2.00pm-10.00pm) / Monday 19 February (10.00am-8.00pm)
