The event of the year is Velier Live

Pubblicato il 15 January 2024
Autore: Redazione MT Magazine

THEL February 18th and 19th the leading company in the spirits sector conquers Milan with an extraordinary two days of immersive experiences.

After a five year break he is back The Velier Live and it does so in style, with an event that has the ambition of rewriting the rules of global trade shows, raising the bar of experiences offered to industry operators and the many Italian enthusiasts. The Velier Live is thus a candidate to become the most important sector event of the year.

Lovers of noble spirits are constantly increasing, together with a Renaissance of mixology that crosses Italy from north to south. The sector trade fairs have thus had and continue to have a large following as they accompany and stimulate this growth. And yet Velier today he feels the need for a change of pace, for a further leap forward for the entire movement. The historic Genoese import and distribution company, which has always been convinced of the need for accurate and sincere disclosure orbiting around the north stars of quality and authenticity, has therefore conceived a different and disruptive format, which offers a new way of communicating distillates, liqueurs and wines.

The location and the format

The appointment is in Milan, in the spaces of Superstudio Maxi in via Moncucco 35: 9000 square meters that will be transformed into a real city, animated by streets and "houses", places of great impact that will host over 50 experiences. Not only and no longer the classic product tastings but real emotional, immersive experiences, with a limited number of places and accessible only with accreditation on site. To give even more depth, the many distillers, brand owners and international ambassadors who will arrive in the Lombard capital. Behind every great product there is a layered and fascinating cultural context, and Velier believes that the time has come to make it an absolute protagonist, following the President's thoughts Luca Gargano: “The objective is to bring the history and context of a distillate into resonance with the experience and values of a single individual to generate an exciting encounter, a lasting bond. This is true marketing, which must no longer be an unreliable advertising fascination, capable only of disorientating and flattening the story, but a true and passionate discourse on the best human creations".

Over 50 experiences

Many, many brands represented in Italy by Velier which will bring real journeys through time and space to Milan. Any examples? Here it is:

Rum Street

As if by magic, the façade of the legendary will materialize in Milan Hotel Florita in Jacmel, walk through the door of which there will be a vintage cinema to watch a short film shot in Haiti; Hampden will be the protagonist of a sensorial journey, from perfumery essences to extreme versatility in gastronomy; a typical Jamaican bar will tell the daily rituals of the island, starting with Wray & Nephew rum; visitors will then enter a real tropical garden to listen to the traditional music of the Caribbean islands on headphones, combining them with the rums being tasted.

Whiskey Street

The myth of The Macallan, which turns 200 years old in 2024a, comes to life in a museum exhibition that spans the history of Scotch; Nikka celebrates 90 years since its foundation and is intent on leaving its mark; a real Scottish pub will take shape and then there is Whiskey Club Italia, the largest local community of whiskey enthusiasts, which will organize a festival within the festival with ten mini itineraries dedicated to independent distilleries and bottlers.

Mexican Street

The incredible cultural heritage of agave spirits will end up in the hands of the two most active and dynamic Italian venues on this topic: the Agua Sancta of Milan And The tip of Rome; there will also be the return of Single Palenque, the project that enhances the micro producers of Oaxaca, with the second series premiered at Velier Live. It's impossible not to give in to the pleasures of the lively taco bar in Herradura and El Jimador.

Japan Street

A real Japanese ramen bar will be the setting for the story of the island's excellence: from sake to shochu, to whiskey micro distilleries. And Amaro Juntaku's Japan Bar will build an unexpected bridge between the island of the Rising Sun and Italy.

Italy Square

Our local liquor industry has a centuries-old history and can count on a biodiversity with few equals in the world: the PGI Sicilian red oranges of Amaro Amara, the spontaneous mountain herbs of Bordiga protagonists of a surprising blind tasting, the enormous research work on the rare fruits of Capovilla are just some examples of what will be told in the square. The great news is the return home of Simone Caporale, creator of the Santoni bitter, who will reproduce nothing less than his Sips, Barcelona venue awarded as best bar in the world from the World's 50 Best 2023.

The Velier Main Bar will not be missing which will become the stage for the most representative Italian bartenders for each category; and again, a house where you can live a starry experience with Billecart-Salmon, led by a family member Billecart, between champagne and perfect food pairing; a Texan BBQ party in the outdoor square by Tito's Vodka & Broil King; a monumental installation by the giant of the soldiers Fever Tree; and then the France Gourmand space with Cognac, Armagnac and Calvados combined with the great classics of French gastronomy by Longinus & Cardenal; the Andalusian path to learn the secrets of a great wine like Sherry; the trattoria dedicated to the legendary artisan pasta Blacksmiths; a pastry shop that will host the workshops of the best masters, including Corrado Assenza, Giacomo Castagna and Paolo Brunelli.

At Velier Live there will also be a shop, the BTik, with t-shirts, accessories and some “Velier Live Exclusive” single casks, selected by Luca Gargano for the event.

And right in front of the trattoria, visitors will find a large convivial space, which will welcome the Triple A producers, the movement of winemakers, farmers, artisans and artists. Velier Live will be the perfect stage to talk about the future, with the Triple A Trust and Agricola Mare Nostrum projects.

The sponsors of Velier Live 2024 are: Broil King, Illy, Longino & Cardenal, Berto's, Davide Longoni, Victoria Longino, Ceado, Capolinea, Morlacchi