Rome, 31 August (LaPresse) – Six million Italians had at least one experience related to the world of beer in the summer of 2025, including tastings, visits to breweries and other initiatives featuring Italian agricultural and craft beer. The Coldiretti/Ixe survey captures the new trend in experiential tourism linked to the world of this popular drink, which is the focus of “Luppoleti aperti” (Open Hop Fields), an event promoted by the Italian Beer Consortium with the aim of bringing the public closer to Italian agricultural beer, raising awareness of the production processes and promoting responsible consumption. There were many original initiatives promoted by the breweries participating in the initiative, from hop picking and vine cutting to sensory workshops and tastings of the thousands of varieties of agricultural and craft beer. There were also concerts, games for adults and children, picnics with baskets and street food offered by farms.