Mixology makes its official entrance at Tuttofood, marking a turning point in the evolution of taste among consumers under 44. The debut of Mixology Experience at the Milanese event has turned the spotlight on a rapidly growing category, which winks at a young, attentive and increasingly curious audience towards the new frontiers of mixed drinks.
The event recorded a significant participation, a sign that cocktails and spirits are no longer just a niche but a strategic component of the beverage sector, to be integrated also in the dialogue with the world of wine. The culture of good drinking is expanding, contaminating styles and traditions: today, those who appreciate a glass of quality wine are often the same ones who seek excellence even in a signature drink.
The success of Mixology Experience within Tuttofood testifies to a transformation in consumption and habits, offering new ideas to producers and distributors in the wine sector, called upon to dialogue with an increasingly transversal public.
This opens up a real opportunity for wineries: to collaborate with the world of mixology to enhance wine even outside of the traditional context. Flavored wines, vermouth, premium cocktail bases and new formats become tools to intercept consumers who are attentive to taste but less tied to the classic codes of wine.
The presence of bartenders, mixologists and international brands at the event also encouraged a direct comparison with global trends, stimulating a reflection on the role of Italy not only as a producing country, but also as a creative laboratory of new sensory experiences.
In this context, the synergy between wine and mixology could represent the key to bringing new generations closer to wine culture, through a contemporary, inclusive and dynamic language.
“It’s the right time for wine to reinvent itself in mixology too,” said Matteo Zed, an international beverage expert and author of essays on contemporary mixology. “The new generation of bartenders is looking for authentic, identifying ingredients. Wine – with its enormous variety and connection to the territory – has all it takes to become the protagonist of quality mixed drinks.”
