Beverage brands launch promotional events in Milan

Several beverage brands are conducting promotional activities in Milan. Altos Tequila, owned by Pernod Ricard, is hosting a four-day series of events from October 4 to 7 to celebrate the international bartender community. The program includes masterclasses, workshops, and a pop-up experience focused on the Paloma cocktail. Alongside these events, the brand is introducing a new bottle design inspired by Mexican artisanal production, aimed at increasing global shelf visibility and sustainability.

Separately, Heineken 0.0 will participate in the Premier Padel tournament at the Allianz Cloud from October 12 to 18. As part of a global partnership with the professional circuit, the non-alcoholic brand will provide fan zones and hospitality spaces. The initiative aims to engage sports enthusiasts and promote social interaction through the growing sport of padel.