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.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.
Tables: 161 | Publication date: Feb 2008
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
On-trade Shows Some Signs of Recovery At Last
Total volume sales continued to decline in 2007, although only slightly, having failed to recover from the falls experienced in previous years. By contrast, total value sales rose in 2007, mainly thanks to the on-trade channel which recorded value growth of some 1%, with off-trade sales remaining static. The feeble, yet nevertheless positive, signs of recovery showed by the Italian economy at the beginning of the year contributed to a rise in consumer confidence, leading to a shift in consumption from the off-trade towards the on-trade channel. The shift operated across all sectors, with beer and spirits posting the best results.
The Market’s Route Towards Premiumisation
A general trend towards premium brands and high quality products was apparent across the market in 2007. Italian consumers appear to be ever more aware of the different types of drinks available. 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. This trend is particularly visible in beer, where consumers are driving demand for speciality and imported products. 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 Undisputed Leader of the Market
The alcoholic drinks market continues to be dominated by two brewers, Heineken and Birra Peroni (SABMiller). Despite increasing competition from other premium beers, Heineken continued to lead the market in 2006, with an unchanged share of total volume. Birra Peroni consolidated its position thanks to its strategy of repositioning its products with a new image based on high quality. Birra Peroni and Interbrew recorded the highest increases in volume share in 2006.
Supermarkets and Hypermarkets Main Distribution Formats
Supermarkets and hypermarkets continued to dominate distribution in 2007. Independent specialists are strongest in wine and spirits, where choice is less dependent on the brand and more on quality. Such outlets are, however, facing increasing competition from supermarkets and hypermarkets, which are offering a wider range of products at more 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 20% of wine consumers buy their wine directly from the producers.
Beer and Spirits to Drive Market’s Growth
Both total volume and value sales are expected to increase over the forecast period, having recovered from the declining trend seen during the review period. Overall, sales will be driven by consumer demand for beer and spirits, while consumption of wine and RTDs/high-strength premises will continue to decline. Beer is set to see the best performance within the market, especially in value terms, with sales driven by consumer interest in speciality and imported beers. By contrast, RTDs/high-strength premixes will see the fastest decline, suffering from a lack of large manufacturers and of major brands.
Table of contents
ALCOHOLIC DRINKS IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
On-trade Shows Some Signs of Recovery At Last
The Market’s Route Towards Premiumisation
Heineken Undisputed Leader of the Market
Supermarkets and Hypermarkets Main Distribution Formats
Beer and Spirits to Drive Market’s Growth
KEY TRENDS AND DEVELOPMENTS
Seeking a Healthy Ethical Angle for Alcoholic Drinks
Innovation – Manufacturers’ Key Strategy
Ageing of Population Leading Towards Premiumisation of the Market
Changes in Italian Consumers Lifestyles
Italian Teenagers Welcome Binge Drinking
Specialist Retailers
Market Merger and Acquisition Activity
Summary 1 Speculated Merger and Acquisition Activity 2006-2007
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2007
Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2007
Table 5 Selling Margin of a Typical Imported Wine Brand 2007
Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2007
Table 7 Selling Margin of a Typical Imported Spirits Brand 2007
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Sources
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 2006
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
PRODUTION
Summary 8 Campari Milano SpA, Davide: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 9 Campari Milano SpA, Davide: Competitive Position 2006
CANTINA LA VIS E VALLE DI CEMBRA SCARL - ALCOHOLIC DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Cantina La Vis e Val di Cembra Scarl: Key Facts
Summary 11 Cantina La Vis e Val di Cembra Scarl: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Cantina La Vis e Val di Cembra Scarl: Competitive Position 2006
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 2006
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 2006
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 2006
COMPETITIVE POSITIONING
Summary 22 Caviro Scarl: Competitive Position 2006
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 2006
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 2006
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
COMPETITIVE POSITIONING
Summary 31 Heineken Italia SpA: Competitive Position 2006
ILLVA SARONNO SPA - ALCOHOLIC DRINKS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 32 Illva Saronno SpA: Key Facts
Summary 33 Illva Saronno SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 34 Illva Saronno SpA: Competitive Position 2006
BEER IN ITALY
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager Price Band Methodology
Summary 35 Lager by Price Band 2007
Published Data Comparisons
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2002-2007
Table 25 Sales of Beer by Subsector: Total Value 2002-2007
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 27 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 30 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 31 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 32 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 33 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 34 Beer Exports by Country of Destination: Total Value 2001-2006
Table 35 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 36 Beer Imports by Country of Origin: Total Value 2001-2006
Table 37 Company Shares of Beer by National Brand Owner 2002-2006
Table 38 Company Shares of Beer by Global Brand Owner 2002-2006
Table 39 Brand Shares of Beer 2003-2006
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 41 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN ITALY
SECTOR DATA
Table 44 Cider/Perry Production, Imports and Exports: Total Volume 2001-2006
RTDS/HIGH-STRENGTH PREMIXES IN ITALY
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 45 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 46 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 47 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 48 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 51 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 52 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 53 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 54 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 55 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 57 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 58 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 59 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN ITALY
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 60 Sales of Wine by Subsector: Total Volume 2002-2007
Table 61 Sales of Wine by Subsector: Total Value 2002-2007
Table 62 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 63 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 64 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 65 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 66 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 67 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 68 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 69 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 70 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 71 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 72 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
Table 73 Sales of Still White Wine by Grape/Varietal Type 2004-2007
Table 74 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007
Table 75 Sales of Still Red Wine by Quality Classification 2002-2007
Table 76 Sales of Still White Wine by Quality Classification 2002-2007
Table 77 Sales of Still Rosé Wine by Quality Classification 2002-2007
Table 78 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 79 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 80 Wine Exports by Country of Destination: Total Value 2001-2006
Table 81 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 82 Wine Imports by Country of Origin: Total Value 2001-2006
Table 83 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 84 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 85 Brand Shares of Still Light Grape Wine 2003-2006
Table 86 Company Shares of Champagne by National Brand Owner 2003-2006
Table 87 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 88 Brand Shares of Champagne 2003-2006
Table 89 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 90 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 91 Brand Shares of Other Sparkling Wine 2003-2006
Table 92 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006
Table 93 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006
Table 94 Brand Shares of Fortified Wine and Vermouth 2003-2006
Table 95 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 96 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 97 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 98 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN ITALY
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, Gin and Other Blended Scotch Whisky Price Band Methodology
Summary 36 Benchmark brands – Italy
Published Data Comparisons
SECTOR DATA
Table 99 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 100 Sales of Spirits by Subsector: Total Value 2002-2007
Table 101 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 102 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 103 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 104 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 105 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 106 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 107 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 108 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 109 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 110 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 111 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 112 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 113 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 114 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 115 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 116 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 117 Tequila Production, Imports and Exports: Total Volume 2001-2006
Table 118 Liqueurs Production: Total Volume 2001-2006
Table 119 Company Shares of Spirits by National Brand Owner 2002-2006
Table 120 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 121 Brand Shares of Spirits 2003-2006
Table 122 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 123 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 124 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 125 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012