(Verona, 6 February 2026) – Vinitaly 2026 continues to expand its business ecosystem and unveils Xcellent Spirits, a completely renewed B2B format making its debut at the 58th edition of Vinitaly, scheduled at Veronafiere from 12 to 15 April. This is a structural project marking the official entry of spirits into Vinitaly, with a pavilion entirely dedicated to the category.
According to Gianni Bruno, Deputy General Manager of Veronafiere, “Xcellent Spirits marks the launch of a multi-year strategic plan through which Vinitaly aims to enhance the spirits sector by integrating it permanently into the exhibition platform. This new setup is designed to grow over time, in response to evolving consumption trends and the sector’s increasing international relevance. Among the new features is also NoLo – Vinitaly Experience, which will be developed in collaboration with Unione Italiana Vini.”
Created by Veronafiere/Vinitaly in collaboration with Gang of Spirits, a company of professionals specialised in the sector, Xcellent Spirits will be hosted in an exclusive outdoor area: a tensile structure covering more than 1,000 square metres, designed to foster direct connections between producers, the market and professional operators, while representing the entire reference supply chain.
The pavilion’s exhibition offering is divided into two main areas: Spirits, dedicated to distilled spirits, liqueurs, aromatised and fortified wines; and Drinks & Mix, featuring soft drinks, hard seltzers and ready-to-drink products, showcasing the evolution of contemporary consumption and opportunities for mixology.
Alongside the exhibition area, Xcellent Spirits will host a programme of events reserved for trade professionals. Among these is the “Aperitivo all’italiana”, with extended pavilion opening hours until 7:30 pm on Monday 13 and Tuesday 14 April—two occasions designed to facilitate and extend networking between companies and buyers. At the heart of the pavilion will be the Temple Bar, a central space managed on a rotating basis by leading bartenders from top Italian venues, featuring live cocktail preparation and mixology sessions. Each day will focus on a specific theme, guiding the drinks menu created using exhibitors’ products.
The programme is completed by international masterclasses, with four daily sessions dedicated to technical insights and dialogue with industry leaders. Led by master distillers and international guests, these sessions will offer a continuous educational pathway throughout the exhibition.
According to Nomisma, based on customs data, Italian spirits exports reached €1.75 billion in 2024, placing Italy fifth worldwide among spirits exporters, after the United Kingdom, France, Mexico and the United States. Between 2019 and 2024, exports grew by 41%, one of the strongest performances among the top five exporting countries. Italy is also a leader—alongside Germany—in the liqueurs segment, with a value of €547 million and 25% growth over five years, outperforming Germany (+19%).
As with wine, 2025 is expected to be a less favourable year, with a 5% decline in export value recorded in the first ten months. Germany remains the leading destination market (21%), followed by the United States (12%) and the United Kingdom (8%). Over the same period, among the top ten destination markets, Poland stands out with a sharp increase in Italian spirits exports (+70%).