Mixology

At HIP 2026, we will explore the role of beverages as a strategic element of the gastronomic experience, going beyond the bar or the menu. We will discuss how wines, craft beers, NOLO drinks, and cocktails can become true drivers of the offering, connecting with new customer profiles and expanding consumption occasions. We will analyze quick solutions, versatile formats, and proposals that help businesses improve profitability without sacrificing authenticity.

We will also delve into the concept of liquid luxury, understood as a holistic experience where coherence between product, service, and storytelling engages all the senses. From a glass of wine that captivates through its story to a cocktail that delights with its simplicity, we will show how the future of beverages lies in creating coherent, inclusive, and sustainable sensory universes. Trends, new consumption rituals, and creativity will guide our discussions.

This session is presented in collaboration with EDA Drinks & Wine Campus, the beverage specialization center at the Basque Culinary Center, which brings expertise in training, innovation, and cross-disciplinary knowledge of wine, mixology, and other liquid categories. Their participation will enrich the conversation with a formative and global perspective on the evolution of beverage culture in contemporary hospitality.