RIMINI, FEB 15, 2026 . The shutters go up and the trade fair hum fades to black. At Beer & Food Attraction 2026, Red Bull has just drawn a line in the sand. 1,600 square meters of pure operational power. Day 1 isn’t a showcase; it’s where strategy hits the pavement.

VILLAGE. CONNECTION. PARTNERSHIP.

The three pillars of an ecosystem fueled by adrenaline and relationships. Today, Red Bull’s presence is pure substance no excuses, no replicas.

THE ENGINE: MISANO & BAR SQUAD UNIVERSITY

The Misano sponsorship is visceral: Red Bull is the kinetic force driving the masses toward MotoGP. This space is all engine and transmission.
The Bar Squad fuels the Bar Staff Arena. This isn’t just about mixing drinks; it’s about strategy and self-branding on stage. A literal training ground where bartenders test their grit, master public speaking, and break down their “work in progress” before every guest. It’s the ring mentality applied to conscious mixology and the growth mindset.

DAY 1: THE VOLUME BLITZ

  • As the fair heats up, Caffè Centrale takes the lead: tables, umbrellas, and constant flow.
  • Vending Culture: The Tower dominates the area. It’s not just logistics; it’s the backbone of Italian volumes, the biggest market in the game.
  • Strategic Dualism: This morning, “Paper” (Cans) sets the pace. This afternoon, we switch to “Glass.” Two mirrored tactics to own every consumption occasion.

EVOLUTION: HEALTHY

Through the Summer & Winter Editions, the focus expands to the Healthy segment, answering the call of a new, lifestyle-driven consumer.

POWER ALLIANCES

Today, the Village is a crossroads for strategic power moves:

  • Cantine Riunite: Lambrusco repositions itself with bold serves, proving that the clash with Energy is the new frontier of contemporary taste.
  • Drink Strategy: The technical partnership with Pernod Ricard guarantees a rock-solid, high-profit market vision
  • Podcast & Tech: In the 3D Studio, “wings” take shape in real-time, while the Bartender’s Podcast captures raw, unfiltered industry truths.

DON’T EXPLAIN IT. LIVE IT.

From the arancini of the Strait to Francesco Vitiello’s sustainable pizzas—every detail is a connection. Day 1 is just the start of the takeover.
See you in the arena. The engine is redlining, the gear is engaged.

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