Velier Live 2024


Log

We designed an event like no other. A two-day show set to rewrite the rules of world trade exhibitions, featuring a range of experiences never before seen in the industry.

Accurate, reliable knowledge dissemination coupled with strong attention to quality and authenticity has always been one of the cornerstones of Velier's approach. That is why we came up with a new format redefining trade events for a new way of building culture and promoting products.

Velier Live is finally back after a five-year break. The event is designed to reflect the profound changes in size that have taken place in the company, which still retains its original soul and the same desire to innovate.

Useful information

map.png
Superstudio Maxi
via Moncucco 35, Milano
calendar1.png
18-19 February 2024
18/02 Sunday 14.00-22.00
19/02 Monday 10.00-20.00

How to get there

Appointment in Milan, in the spaces of Superstudio Maxi in via Moncucco 35. The space is located in the southern part of Milan, near the motorway exit for Genoa. The nearest airport is Milan Linate, another recommended arrival option is by train, with the Centrale station connected to the space via the Green Line underground.

Included in the ticket are:

- All experiences
- All tastings
- All gastronomic offers

entrance

Are you a private individual?

Are you a Velier customer or
a professional?

the event

studio-maxi.jpg
Once inside the 9000-square meter Superstudio Maxi you will be walking through a real city, divided into streets and small "houses" showcasing Velier brands and Triple A wine producers as well as 50+ experiences scheduled throughout the show.

What makes Velier Live so innovative is the very concept of experience, which will no longer include just product tastings but truly immersive, exciting opportunities available to a limited number of participants and only accessible through on-site accreditation.
4.jpg

Rum Street

A selection of rums from Velier’s extensive portfolio will be presented with an innovative formula giving guests to chance to immerse themselves in the authentic atmosphere of the Caribbean.

Discover more >

2.jpg

Mexico Street

The rich cultural heritage of agave spirits is at the heart of this colorful street featuring mezcal, tequila and Mexico's poignant beauty.

Discover more >

Whisky Street

Premium whiskies distributed by Velier will be showcased on this street, with the special participation of Whisky Club Italia.

Discover more >

1.jpg

Japan Street

A unique journey unfolding in a real Japanese ramen bar, where you can taste premium products from the Land of the Rising Sun in an authentic traditional style.

Discover more >

RENDER_Japan_Street_1200x1200.jpg
PIazza Italia

Piazza Italia

Don't miss the chance to explore the best of Italy's spirit-making in the characteristic atmosphere of an Italian square for a unique taste experience.

Discover more >

France Gourmande

Le altre aree

… And that's not all! Velier Live is much, much more...

Discover more >

TRIPLE A PRODUCERS AND A TRATTORIA

triple a

Not just spirits - Velier Live is also about food and wine.

The program includes a not-to-miss event within the event with over 70 Italian and international Triple A wine producers offering food and wine tastings.

Enjoy a quality break at Trattoria Fabbri. Included in the entrance ticket there will be three coupons for a two-course meal, a pastry selection and/or a sandwich prepared by Broil King.

entrance

Are you a private individual?

Are you a Velier customer or
a professional?

velier b-tik

B-tik.jpg

Welcome to Velier B-tik!

We are thrilled to welcome you to Velier's first flagship store - a unique experience in a 150-sqm space where you can deep-dive into our unparalleled range of limited-edition products. Year after year, Velier is constantly developing its brand identity with special projects, from collaborating with Moleskine to involving Italian artisans and Haitian designers to create unique products where every detail from concept to production is meticulously crafted.

Exclusive Bottlings and limited-edition T-Shirts

On the occasion of Velier Live 24, we are proud to present three special limited-edition bottlings - unique expressions created specifically for the event.

Wide choice of Collection Spirits

Our store also offers a wide selection of spirits from our collections. A unique opportunity for lovers of premium spirits to explore and take home some of our rarest gems.

*The B-tik follows the same opening hours as the event.

find out more about experiences

Rum Street 

A true vintage cinema is hidden behind the splendid façade of the legendary Hôtel Florita de Jacmel, where you can watch a short film that will take you to the streets of Haiti while sipping clairin; two luxuriant tropical gardens will allow you to listen to the traditional music of the places of origin associated with the rums being tasted; Hampden will be the star of an intense sensory journey, from perfumery essences to the tasting of gastronomic specialities; a typical Jamaican bar will introduce you to the rhythms of reggae and the aromas of Wray Nephew; an exclusive journey will lead you to discover Brugal's new Colecciòn Visionaria, accompanied by a specially designed food pairing; and an immersive experience will allow you to learn how to prepare exclusive Flor de Cana drinks, mixing them yourself.

Mexico Street

The staff of two of Italy's most active and dynamic venues - Agua Sancta in Milan and La Punta in Rome - will be waiting for you in two lively bars where you will be able to enjoy all the nuances of tequila in a cocktail and a wide selection of single-varietal mezcals served in thetraditional jicara respectively. It will also be here that we will be able to celebrate the long-awaited return of the Single Palenque, the project that promotes the micro-producers of Oaxaca, with the preview presentation of the second series.

Whisky Street

An epic journey into the world of whisky, taking you through the most important brands in the Velier portfolio. The legendary history of The Macallan will be the protagonist of a museum exhibition retracing its entire history, with videos and tastings; a small English pub will be waiting for you to taste in the perfect atmosphere Highland Park and Glenrothes; Whisky Club Italia, Italy's largest community of whisky enthusiasts, will accompany you along a dozen mini tours dedicated to independent distilleries and bottlers.

4.jpg
whisky.jpg
9.jpg

Japan Street

Between two large barrels the ramen bar awaits you, amidst mats and low tables, to enjoy a bowl of exquisite ramen to go with a variety of Japanese spirits,from sake to shochu, via micro whisky distilleries; an elegant minimalist-style lounge will host Nikka, which is celebrating Yoichi's 90th anniversary with us; at the Amaro Yuntaku Japan Bar, the unusual encounter between Italy and Japan will take place, tasting amaro accompanied by Yuntaku-based chocolates.

Piazza Italia

Among the unmissable protagonists will be Apulian almonds from Adriatico, with an original Cinquecento that evokes journeys along the Adriatic coast, spontaneous herbs from the Occitan valleys from Bordiga, aromatised wines from Vergano, and then Tea+ and Sgrappa: impossible to choose, they are all to be tasted.

Other areas

The France Gourmande area will be dedicated to tasting French gastronomic excellence: Cognac, Armagnac and Calvados, paired with gastronomic classics by Longino & Cardenal. A large outdoor area awaits you for refreshments, including barbecue sandwiches by Broil King, music by Monkey Shoulder and the Paloma Bar by Herradura and El Jimador. The Despacho de Vinos will take you to an authenticAndalusian bodega for a voyage of discovery of Sherries, including Fundador, Lustau and César Florido. In the reproduction of the Piazzetta di Portofino you will be welcomed by Mario Pellerano, the historic gardener of the Portofino Gin estate, who will tell you the secrets of the botanicals, and you can choose your cocktail. Among the experiences, bubbles will take centre stage with two series of exceptional pairings: culatello and champagne with the Maison Billecart-Salmon, and also Contratto, representing the top of Italian sparkling wines, with the battuta al coltello prepared by the starred chef Maurilio Garola of Ciau del Tornavento.

potstill.jpg
rum.jpg
10.jpg

entrance

Are you a private individual?

Are you a Velier customer or
a professional?

media area

area-press

The media area is located on a raised floor with a sweeping view of the entire venue.

For accreditation, please send an email with your name, last name and media outlet to: giacomobombana@velier.it

* Professional filming is not allowed unless authorized by the organizers.

media partner

sponsor

loghi-2.jpg