What makes a brand truly relevant today? As consumers increasingly seek experiences, meaning, and authentic connections, occasions—from Christmas to brand anniversaries—have become strategic opportunities to create value and build lasting relationships.
This is the idea behind Christmas Before Christmas, YAM112003’s event exploring the trends reshaping the Food & Beverage industry and the growing role of occasions as a powerful business driver. Through data, insights, and case studies, the event offers a fresh perspective on the shifts transforming the market: from evolving consumer behaviors and changing brand experiences to food’s growing role as a cultural language and a catalyst for meaningful connections between brands and people.
The afternoon opens with “Trends on the Table,” presented by Ornella Lameri, Strategy Director at YAM112003, who explores the key forces influencing consumer habits, seasonality, and emerging purchase drivers. This is followed by “The Power of Occasions,” a session dedicated to the strategic value of celebrations and milestones—from Christmas to brand anniversaries—featuring data and insights from Fabrizio Savigni, Food & Wine Storyteller & Strategic Consultant.
Offering the brand perspective are Romina Castelletti, Marketing Manager at Berlucchi; Chiara Carmignani, Marketing Manager at Tre Marie (Galbusera); and Daniele De Angelis, Head of Marketing Core Brands at Gruppo Montenegro, who share real-world experiences and case studies from their respective companies.
The conversation continues with “Experiential Branding,” led by Micael Barilaro, Head of Experiential Branding & Business Innovation at YAM112003, exploring how brands can create experiences that spark emotion, participation, and genuine engagement. Joined by Lorenzo Cordioli, Co-founder of MachineZero, and Mimosa Misasi, Founder of Mimosa Milano and Craving for Catering, the discussion looks at how technology, design, and creativity are transforming food into increasingly immersive experiences. Masi, together with artist Fabrizio Plessi, also presents a project that brings together wine and artificial intelligence.
The event concludes with Frescobaldi’s augmented reality experience and a tasting curated by the event partners, demonstrating how innovation and storytelling can unlock new ways of engaging audiences. The wine tasting is hosted by the Italian Sommelier Association (AIS).
The event also gives rise to an executive abstract gathering a selection of the key trends, insights, and case studies shared throughout the afternoon—designed to help brands better understand the evolving Food & Beverage landscape and identify new opportunities for growth.
Download the abstract and explore the insights that emerged during Christmas Before Christmas. This is just the beginning of the conversation. If you’d like to discover how these trends can become meaningful experiences for your brand, we’d love to talk. After all, the best connections always begin with a great conversation.
