# Beverage brand promotional activities in Italy

> Live situation record from CLSTR: https://clstr.news/situations/beverage-brand-promotional-activities-in-italy
> Updated: 2026-10-15T18:49:38.000Z. Sources: 5. Developments: 2.

Beverage brands are conducting various promotional activities and market entries in Italy, with a significant focus on Milan.

Initial activities included brand-specific events such as Altos Tequila hosting masterclasses and workshops to celebrate the bartender community, alongside Heineken 0.0 participating in the Premier Padel tournament to engage sports enthusiasts. 

Subsequent initiatives shifted toward promoting non-alcoholic options and moderate consumption. AB InBev hosted a ‘Cheers to Moderation’ event featuring Corona and Corona Cero to promote ‘soft clubbing’ experiences. Additionally, Paulaner Spezi entered the Italian market through a promotional tour at universities in Milan, Bolzano, and Verona, utilizing a vintage ‘Spezi Car’ and product sampling to target Gen Z consumers.

## Timeline

### 2026-10-15: Non-alcoholic beverage brands launch promotional campaigns in Italy

AB InBev and Paulaner Spezi are launching promotional campaigns in Italy, focusing on non-alcoholic beverages and moderate consumption through events and university tours.

2 sources. https://clstr.news/cluster/non-alcoholic-beverage-brands-launch-promotional-campaigns-in-italy

### 2026-10-12: Beverage brands launch promotional events in Milan

Beverage brands Altos Tequila and Heineken 0.0 are launching major promotional events and brand experiences in Milan, focusing on mixology culture and professional padel sponsorship.

4 sources. https://clstr.news/cluster/beverage-brands-launch-promotional-events-in-milan

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Cite as: Beverage brand promotional activities in Italy. CLSTR, https://clstr.news/situations/beverage-brand-promotional-activities-in-italy