Alcoholic Drinks in Italy
Euromonitor International's Alcoholic Drinks in Italy market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 163 | Publication date: Jan 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
A Good Performance in 2008 Thanks to “Young” Drinks
Despite the economic downturn, total volume sales of alcoholic drinks posted positive growth in 2008, both in volume and current value terms. Overall growth was mainly fuelled by dynamic sectors like beer and RTDs/high-strength premixes, while both wine and spirits continued their declining trend, at least in terms of volume sales. Volume sales through the off-trade channel continued to outperform on-trade consumption, in line with the feeble conditions of the Italian economy, which led to a shift in consumption from the on-trade towards the off-trade channel. The shift operated across all sectors, with the exception of beer and RTDs/high-strength premixes, which have a relatively younger target and tend, therefore, to be consumed in fashionable venues such as night bars and discos.
Italians Prefer It Premium
Well informed about the wide range of products and brands on the market, Italians are increasingly moving towards premium brands and high-quality products. The trend was apparent across all sectors within the market in 2008. Among young consumers, premium brands are often a matter of fashion and advertising image, while older adults are more concerned about the quality of what they drink. Within beer the trend drove consumer interest towards speciality and imported products, while in spirits there was a rediscovery of quality spirits, such as top brands of vodka, rum and whisk(e)y. To capitalise on this trend, manufacturers have invested in advertising to support their premium lines, as well as widening their ranges to include new, high-quality products.
Heineken Leads in 2007
Heineken and Birra Peroni (SABMiller), two brewers, were the clear leaders in the alcoholic drinks market in 2007. Competition from other premium beers has certainly increased over the review period, yet Heineken continued to lead the market in 2007 and Birra Peroni ranked second. Interbrew Italia recorded the biggest increase in volume share in 2007 thanks to its positive performance in premium lager.
Supermarkets/hypermarkets the Leading Distribution Channel
Supermarkets/hypermarkets remained the leading distribution channel in 2008, although independent specialists continued to gain ground, especially in wine and spirits, where choice is less dependent on the brand and more on quality. Nevertheless, specialist retailers continued to suffer from the growing competition posed by supermarkets and hypermarkets, due to their wide range of products and competitive prices. The Italian wine sector is characterised by the significant (although declining) share of direct sales from small and medium-sized wine producers, based mostly on private clients buying directly from the producers. In Italy, over 30% of wine consumers buy their wine directly from the producers. In 2008, due to the unstable economic conditions, discounters gained some points at the expense of more expensive channels such as small grocery and convenience stores.
Good Prospects, Yet Reliant on Economic Conditions
Sales of alcoholic drinks are expected to continue to grow over the forecast period, still driven by “young” and fashionable drinks like beer and RTDs/high-strength premixes. Spirits is set to post a much better performance compared to the review period, with sales driven by premium products and innovations. Overall, manufacturers’ ongoing investments in innovation activity as well as consumers’ increasing interest in premium brands and high-quality products will continue well into the future. Nevertheless, much will depend on the future performance of the Italian economy.
Table of contents
ALCOHOLIC DRINKS IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
A Good Performance in 2008 Thanks to “Young” Drinks
Italians Prefer It Premium
Heineken Leads in 2007
Supermarkets/hypermarkets the Leading Distribution Channel
Good Prospects, Yet Reliant on Economic Conditions
KEY TRENDS AND DEVELOPMENTS
Unfavourable Economic Prospects
Going Crazy for Premium Brands?
Busier Lifestyles Drive Changes in Italians’ Drinking Habits
Changing Attitudes to Alcohol in Italy
Innovation – Fuelling Manufacturers’ Value Growth
Specialist Retailers
Market Merger and Acquisition Activity
Summary 1 Speculated Merger and Acquisition Activity 2007-2008
MARKET BACKGROUND
Legislation
Taxation and Duty Levies
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2008
Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2008
Table 5 Selling Margin of a Typical Imported Wine Brand 2008
Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2008
Table 7 Selling Margin of a Typical Imported Spirits Brand 2008
Operating Environment
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 2 Research Sources
LOCAL COMPANY PROFILES - ITALY
BIRRA PERONI SPA - ALCOHOLIC DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Birra Peroni SpA: Key Facts
Summary 4 Birra Peroni SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Birra Peroni SpA: Competitive Position 2007
CAMPARI MILANO SPA, DAVIDE - ALCOHOLIC DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Campari Milano SpA: Key Facts
Summary 7 Campari Milano SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Campari Milano SpA, Davide: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Campari Milano SpA, Davide: Competitive Position 2007
CANTINA LA VIS E VALLE DI CEMBRA SCARL - ALCOHOLIC DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Cantina La Vis e Valle di Cembra Scarl: Key Facts
Summary 11 Cantina La Vis e Valle di Cembra Scarl: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Cantina La Vis e Valle di Cembra Scarl: Competitive Position 2007
CARLSBERG ITALIA SPA - ALCOHOLIC DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Carlsberg Italia SpA: Key Facts
Summary 14 Carlsberg Italia SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Carlsberg Italia SpA: Competitive Position 2007
CASA VINICOLA ZONIN SPA - ALCOHOLIC DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Casa Vinicola Zonin SpA: Key Facts
Summary 17 Casa Vinicola Zonin SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 Casa Vinicola Zonin SpA: Competitive Position 2007
CAVIRO - COOPERATIVE AGRICOLE VITI-FRUTTICOLTORI ITALIANI RIUNITI ORGANIZZATI SCARL - ALCOHOLIC DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 19 CAVIRO Scarl: Key Facts
Summary 20 CAVIRO Scarl: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 21 CAVIRO Scarl: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 22 CAVIRO Scarl: Competitive Position 2007
CAVIT - CANTINA VITICOLTORI, CONSORZIO CANTINE SOCIALI DEL TRENTINO SCARL - ALCOHOLIC DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 23 CAVIT Scarl: Key Facts
Summary 24 CAVIT Scarl: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 25 CAVIT Scarl: Competitive Position 2007
FLLI GANCIA & C SPA - ALCOHOLIC DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 26 Flli Gancia & C SpA: Key Facts
Summary 27 Flli Gancia & C SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 28 Flli Gancia & C SpA: Competitive Position 2007
HEINEKEN ITALIA SPA - ALCOHOLIC DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 29 Heineken Italia SpA: Key Facts
Summary 30 Heineken Italia SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 31 Heineken Italia SpA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 32 Heineken Italia SpA: Competitive Position 2007
ILLVA SARONNO SPA - ALCOHOLIC DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 33 Illva Saronno SpA: Key Facts
Summary 34 Illva Saronno SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 35 Illva Saronno SpA: Competitive Position 2007
BEER IN ITALY
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 36 Lager by Price Band 2008
Published data comparisons
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2003-2008
Table 25 Sales of Beer by Subsector: Total Value 2003-2008
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 27 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 31 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 32 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 33 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 34 Beer Exports by Country of Destination: Total Value 2002-2007
Table 35 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 36 Beer Imports by Country of Origin: Total Value 2002-2007
Table 37 Company Shares of Beer by National Brand Owner 2003-2007
Table 38 Company Shares of Beer by Global Brand Owner 2003-2007
Table 39 Brand Shares of Beer 2004-2007
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 41 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN ITALY
TRENDS
RTDS/HIGH-STRENGTH PREMIXES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 45 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 46 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 47 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 51 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 52 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 53 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 54 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 57 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 58 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN ITALY
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
Published data comparisons
SECTOR DATA
Table 59 Sales of Wine by Subsector: Total Volume 2003-2008
Table 60 Sales of Wine by Subsector: Total Value 2003-2008
Table 61 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 62 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 63 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 64 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 65 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 66 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 67 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 68 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 69 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 70 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 71 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 72 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 73 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 74 Sales of Still Red Wine by Quality Classification 2003-2008
Table 75 Sales of Still White Wine by Quality Classification 2003-2008
Table 76 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 77 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 78 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 79 Wine Exports by Country of Destination: Total Value 2002-2007
Table 80 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 81 Wine Imports by Country of Origin: Total Value 2002-2007
Table 82 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 83 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 84 Brand Shares of Still Light Grape Wine 2004-2007
Table 85 Company Shares of Champagne by National Brand Owner 2004-2007
Table 86 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 87 Brand Shares of Champagne 2004-2007
Table 88 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 89 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 90 Brand Shares of Other Sparkling Wine 2004-2007
Table 91 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 92 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 93 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 94 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 95 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 96 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 97 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN ITALY
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
Published data comparisons
SECTOR DATA
Table 98 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 99 Sales of Spirits by Subsector: Total Value 2003-2008
Table 100 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 101 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 102 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 103 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 104 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 105 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 106 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 107 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 108 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 109 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 110 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 111 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 112 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 113 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 114 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 115 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 116 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 117 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 118 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 119 Tequila Production, Imports and Exports: Total Volume 2002-2007
Table 120 Liqueurs Production: Total Volume 2002-2007
Table 121 Company Shares of Spirits by National Brand Owner 2003-2007
Table 122 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 123 Brand Shares of Spirits 2004-2007
Table 124 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 125 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 126 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 127 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013