With the arrival of the new year, the countdown has officially begun for the second edition of BEER ATTRACTION, the international event organized by Rimini Fiera in collaboration with Unionbirrai and the patronage of Italgrob, dedicated to brewery specialities, craft beers, technologies, equipment and raw materials, which will be held from 20th to 23rd February 2016 at Rimini expo centre.
BEER ATTRACTION will be even more oriented towards professional visitors and, precisely for this reason, B2B will be the key target of the four expo days. Importers, distributors and domestic and foreign wholesalers, brewery owners and master brewers, restaurateurs, pub, bar and hotel owners/managers on Saturday, Sunday, Monday and Tuesday will be able to discover and taste the year’s very latest product and network at the various events dedicated to them.
On Saturday and Sunday BEER ATTRACTION will also become an “event”, with admittance also open to buffs and connoisseurs.
The layout of the expo, which will be held in the west wing of the west area of Rimini Fiera expo centre (twin halls A7 and C7), will be organized in three macro sectors.
The first will be dedicated to BEER, the expo’s key player. It will host not only craft beers, but also brewery specialities, Italian and foreign regional joint stands.
Alongside the beer, there will be the TECH sector with plants, systems and raw materials. This is a sector that visitors will find throughout the halls and which, compared to last year, will be greatly enlarged with the participation of leading companies from the technology field that cover the entire production chain (processing, packaging and end-of-line).
The new feature of this edition is the combination of the FOOD area with the BEER and TECH sections, with companies producing food specialities able to be matched with brewery specialities and the participation of prestigious chefs and beer specialists, which has led to the realization of a show cooking area. The participation has been announced of Theo Penati (1 Michelin star) of the Ristorante Pierino Penati in Viganò Brianza, Felice Lo Basso (1 Michelin star) of Milan’s Unico Restaurant, Gian Paolo Raschi (1 Michelin star) of Rimini’s Ristorante Guido, Cristina Lunardini (chef and well-known TV personality TV), Silver Succi of Rimini’s Quarto Piano Restaurant, Claudio Di Bernardo of Rimini Grand Hotel, Alessandro Trovato of the Grand Hotel Da Vinci (Cesenatico), Roberto Scarpelli of the Palace Hotel in Milano Marittima and Marco di Lorenzi of the Alexander Museum Palace in Pesaro.
There is a busy program of events dedicated to beer. In the BEER ARENA – the events’ location – there will be awards ceremonies, courses and in-depth coverage. On the other hand, the BEER LAB will be the reference point for tasting workshops promoted by Unionbirrai. Among the most prestigious events, on Saturday 20th February there will be the outstanding awards ceremony of “The 2016 beer of the year” (Beer Arena), the traditional event organized by Unionbirrai which features an international panel of judges that will have the task of selecting the five beers for each of the 26 categories involved in the contest, with the first three classified being announced on-stage. On this occasion, the special BREWERY OF THE YEAR prize will also be awarded: the plaque will go to the brewer that, with three beers entered for the contest, obtains the highest number of points.
On the same day, Lorenzo Dabove (aka Kuaska), one of the world’s greatest beer experts and testers, will present his book entitled “La birra non esiste” (Beer doesn’t exist).
Plus, on Monday 22nd February, the magazine Il Mondo della Birra, with the participation of Assobirra and trade members, is holding a conference dedicated to export, with a view to informing and updating microbreweries on methods for exporting to various foreign markets.
On Sunday 21st February, the awards ceremony will be held of the HomeBrewing Contest, the contest organized by Rimini Fiera in collaboration with Unionbirrai dedicated to homebrewers. The prize is a high performance 300-litre plant by Simatec for launching a real craft beer business.
There will be no lack of courses organized by UNIONBIRRAI with a view to launching a new business (PIM- Progetto Imprenditoriale Microbirrifici courses) and spreading knowledge on marketing connected with sales (PIBS – Progetto Imprenditoriale BeerShop courses).
Lastly, following the positive experience of the first edition, once again this year BEER ATTRACTION OFF will animate the Riviera, thanks to countless after-expo events, organized in the trendiest venues in collaboration with the breweries talking part in the expo, an opportunity for highlighting all the brewery specialities.
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