Every February, Milan becomes the epicenter of the global food and drink scene with Identità Golose, and 2025 is set to be bigger than ever. Moving into its new home at MiCo North Wing, the highly anticipated congress is marking its 20th anniversary with a program packed with innovation. From February 22 to 24, high-end dining, pastry, mixology, hospitality, and service will collide in an explosive mix of flavors and experiences. Here’s what to expect.
Identità Golose: 20 Years of Looking Ahead
For this milestone edition, Identità Golose 2025 is inviting food and drink lovers to MiCo North Wing for an event aptly titled Identità Future: 20 Years of New Ideas in the Kitchen. Founded by Paolo Marchi and Claudio Ceroni, the international congress is dedicated to innovation, evolution, and new trends in hospitality and gastronomy—and this year, mixology takes center stage.
According to Claudia Orlandi, the mind behind Bar Experience and the Identità guides to Italy’s best pizzerias and cocktail bars, this edition is a turning point: “Identità Golose honors its past, but it also looks ahead—anticipating uncharted territories that will shape the trends of tomorrow.”
Bar Experience: A Look Back to Move Forward
One of the biggest revolutions this year is happening behind the bar. With a fresh perspective, Orlandi describes the shift: “Turning 20 is a milestone for every section of Identità Golose 2025, including what used to be known as Identità Cocktail. Now rebranded as Bar Experience, the focus is on pure mixology—going back to the roots to understand where the future is headed.”
The changes aren’t just conceptual—they’re structural. The entire congress layout has been redesigned, including the mixology section. Orlandi explains: “MiCo North Wing will completely change how visitors interact with spaces. Gone is the single central corridor. Instead, the main halls will be positioned along the sides, creating a new way to experience content and products.”
A Fully Immersive Cocktail Experience
For Bar Experience, the team wanted to create something truly immersive, “We wanted the audience to feel like they were stepping into an actual cocktail bar.”
The new design features a real bar counter and back bar, complete with two large LED screens that will bring the atmosphere of world-class cocktail venues to life. But here’s the catch: only 20 lucky guests per session will get to experience this up close. “It’s a choice that prioritizes quality over quantity—ensuring a real, direct exchange between bartenders and guests.”
The World in a Glass
This year’s guest lineup reflects the latest trends in mixology. As Orlandi puts it: “The schedule was designed to showcase the biggest trends shaping the industry right now.”
From Mexico City, the team behind the world’s best bar, Handshake Speakeasy—Rodrigo Urraca and Marcos Di Batista—will take the stage. Meanwhile, Milan will respond with a masterclass uniting three powerhouse bars under the same ownership. 1930 Cocktail Bar (ranked #50 in The World’s 50 Best Bars), represented by Benjamin Cavagna; Iter, with Carlo Felice Dall’Asta and Tripstillery, featuring Giorgio Nisoli.
“These are all bartenders who embody a new wave of entrepreneurial success—showcasing a fresh vision for what cocktail bars can become.” Also on Sunday, expect Giovanni Allario, bar manager of Moebius (#38 in The World’s 50 Best Bars 2024), and Patrick Pistolesi of Drink Kong (#33 in the world).
Redefining the Culinary Map
True to its name, Identità Golose 2025 is expanding its vision beyond traditional fine dining. As Orlandi notes:
“Our approach to food has evolved into a multidisciplinary experience—blending gastronomy with music, art, and new thematic sections like pasta, cheese, flour, and plant-based cuisine.”
Big Names, Big Moments
This year’s stage will host culinary legends, including: Ferran Adrià and Aitor Arregui (Spain), Jeremy Chan (London), Massimo Bottura, Antonia Klugmann, and Niko Romito (Italy). The event will also feature specialized sections, such as Identità di Pasta, Formaggio, Pizza, and Pesce, alongside new additions like Identità di Farina and Identità di Lievitati.
The Future of Hospitality
Identità Golose 2025 is looking beyond the plate with sections like Identità Vegetali, dedicated to plant-based innovation, and Identità Inclusive, exploring new ways to rethink hospitality. Meanwhile, the Golosi di Identità area will serve as a meeting point for industry pros and passionate foodies alike.
On the beverage side, expect an expanded Salone Vino e Bollicine, featuring Bollicine del Mondo and, of course, the newly revamped Bar Experience. “Twenty years in, Identità Golose has evolved from a congress into a laboratory for the future,“ Orlandi explains.
20 Years of Evolution
The 2025 edition will prove just how far Identità Golose has come: “At MiCo North Wing, there will no longer be barriers between the bar and the kitchen, between drinks and food, between chefs and guests. The space itself will become a launchpad for new ideas, allowing visitors and exhibitors to engage with each other in meaningful ways.”
And that’s exactly what makes Identità Golose 2025 unique: it’s not just an event—it’s a movement, shaped by the people who bring it to life.
Image courtesy of Identità Golose
