Among the little houses, streets and iconic drinking spots, you will have the impression that you are walking through the streets of a real city. A universe where every drop of distillate tells a story, each aroma evokes a memory, and each flavor opens the door to a new adventure. The appointment is at Superstudio Maxi, February 18 and 19.
   After a five year of break, Velier Live returns with the aim of rewriting the rules of global trade shows, raising the bar of the experiences offered to the operators of the sector and to the many Italian fans. "The goal is to resonate the history and context of a distillate with the experience and values of an individual to generate an exciting encounter, a lasting bond. - Luca Gargano, president of Velier, explains. - This is true marketing, which should no longer be an unreliable advertising fascination, capable only of disorienting and flattening the narrative, but a true and passionate discourse about the best human creations."
   In fact, the historic Genoese company presents itself with a new and disruptive format. Awaiting visitors will be not only classic tastings, but emotional and immersive experiences, which the public can book directly on site.
   Velier will bring to Milan real "trips in time and space", with over 50 experiences. One example is Rum Street, where the facade of the legendary Hotel Florita in Jacmel will magically materialize. Upon entering its doors, visitors will find a vintage cinema where they can watch a short film shot in Haiti. Hampden, on the other hand, will be the star of a sensory journey, from perfume essences to its extreme versatility in gastronomy. A typical Jamaican bar will narrate the daily rituals of the island, starting with Wray & Nephew rum, while visitors can immerse themselves in a real tropical garden and listen to traditional Caribbean island music through headphones, associating them with the rum being tasted. Whiskey enthusiasts, do not worry because something has also been designed for you.
   The big news, however, is the return home of Simone Caporale, the creator of Santoni bitter, who will reproduce nothing less than his Sips, the Barcelona bar awarded as the world's best bar by World's 50 Best 2023. Whether you are a rum enthusiast, a whiskey lover, or a connoisseur of spirits, Velier is ready to guide you on a journey through different continents and cultures, discovering unique stories and flavors.

18 - 19 February, Superstudio Maxi, via Moncucco 35, Milan - official website: https://www.velier.it/it/