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2025 Developments
Alcoholic drinks in Italy continued to contract in 2025, with total volume declining by 0.6% to 4,129 million litres as high prices and constrained household budgets weighed on out-of-home spending and shifted consumption towards at-home occasions. The market remained compelling for brands able to capture value through innovation, premiumisation, and the rapid pivot towards lighter, more versatile products. Growth was fuelled by the surge in premium ready-to-drink and low- or non-alcoholic offerings, while traditional wine and spirits lose ground to evolving social rituals and mindful consumption habits, particularly among younger adults.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Italy?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Italy?
- How are products distributed in Italy?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Italy
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Rtds, Non-Alcoholic and Cider/Perry Are Standout Performers as Mindful Drinking Curbs Consumption
Chart 2 Mixum Launches Cocktails on Tap for the On-Trade
Players Respond to Mindful Drinking with Low Abv Craft Launches
Chart 3 Low Abv Craft Beer Innovation in Italy: Retorto's Morning Glory
Microbreweries Capture Mindful Consumers with Innovative Low Abv Beer
Chart 4 Volume Sales 2020-2030
Chart 5 Volume Sales by Category 2025
Mixology and Mindful Rituals Reshape Demand as Incomes Stabilise
Innovation in Low and Non-Alcoholic Launches Drives Rtds and Cider Surge
Chart 6 Forecast Volume Sales 2020-2030
Chart 7 Forecast Volume Sales by Category 2025-2030
Chart 8 Competitive Landscape for Alcoholic Drinks
Heineken Italia and Birra Peroni Adapt with Innovation as Competition Intensifies
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Supermarkets Expand Brand Variety to Capture More Shoppers
Retail E-Commerce Accelerates Niche Brand Growth and Consumer Choice
Price Sensitivity and Mindful Drinking Reshape On-Trade and Off-Trade Balance
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Chart 11 Economic Context for Alcoholic Drinks
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Alcoholic Drinks
Chart 15 Population 2020-2030
Chart 16 Population by Generation 2025
Beer in Italy
Key Data Insights
Beer Summary
Chart 17 Key Industry Trends for Beer
Mainstream Brands Strengthen Presence as Premium Options Face Economic Pressure
Retorto Redefines Session Beer with Low Abv Innovation for Mindful Drinkers
Chart 18 Low Abv Craft Beer Innovation in Italy
Chart 19 Volume Sales 2020-2030
Chart 20 Volume Sales by Category 2025
Product Innovation Targets Mindful and Younger Drinkers
Craft Breweries and Multinationals Expand with Flavour-Led Launches as Cider and Rtds Gain Ground
Chart 21 Forecast Volume Sales 2020-2030
Chart 22 Forecast Volume Sales by Category 2025-2030
Birra Peroni Expands Non-Alcoholic Range as Heineken Italia Pilots Flavoured Lager
Chart 23 Company Shares 2025
Chart 24 Brand Shares 2025
Discounters Leverage Value-For-Money Offers to Maintain Relevance
Niche Specialists Drive Dynamic Growth in Online Beer Sales through Craft and Convenience
Chart 25 Economic Context for Beer
Chart 26 Real Gdp Growth 2020-2030
Chart 27 Inflation 2020-2030
Chart 28 Consumer Context for Beer
Chart 29 Population 2020-2030
Chart 30 Population by Generation 2025
Cider/Perry in Italy
Key Data Insights
Cider/Perry Summary
Chart 31 Key Industry Trends for Cider/Perry
Mindful Drinking and Craft Innovation Boost Cider Volume Sales
Galipette 0% Accelerates the Nolo Trend
Chart 32 Galipette 0% From Sidro & Cider Launches in the Italian Market
Healeys Cornish Gold and Rattler Drive Provenance-Led Innovation and Broaden Consumer Appeal
Chart 33 Healeys Cyder Farm Launches into the Italian Market
Chart 34 Volume Sales 2020-2030
Chart 35 Volume Sales by Category 2025
Premium Brands Expand Retail Presence and Drive Consumer Spending
Retail E-Commerce Accelerates Premiumisation and Widens Consumer Access
Chart 36 Forecast Volume Sales 2020-2030
Chart 37 Forecast Volume Sales by Category 2025-2030
Lm Di Maria Lucia Melchiori & C Holds Lead as New Brands Enter the Field
Chart 38 Company Shares 2025
Chart 39 Brand Shares 2025
Modern Channel Leads as Retail E-Commerce Gains Ground with Premium Artisanal Ciders
Chart 40 Economic Context for Cider/Perry
Chart 41 Real Gdp Growth 2020-2030
Chart 42 Inflation 2020-2030
Chart 43 Consumer Context for Cider/Perry
Chart 44 Population 2020-2030
Chart 45 Population by Generation 2025
Rtds in Italy
Key Data Insights
Rtds Summary
Chart 46 Key Industry Trends for Rtds
Italian Start-Up Mixum Accelerates Growth as Ready-To-Serve Cocktails Reshape Drinking Occasions
Chart 47 Mixum Launches Cocktails on Tap for the On-Trade
Vecchio Amaro Del Capo Extends Tradition to Premium Rtds and Drives Value
Chart 48 Castagner Negroni Casta Hits the Market
Chart 49 Volume Sales 2020-2030
Chart 50 Volume Sales by Category 2025
Key Players Drive Innovation as Consumers Shift Preferences
Spirit-Based Launches Secure Leading Position Amid Shifting Demand
Brand and Private Label Innovation Boost Non Alcoholic Options
Chart 51 Forecast Volume Sales 2020-2030
Chart 52 Forecast Volume Sales by Category 2025-2030
Davide Campari Milano Leverages Mixology and Mindful Drinking to Reinforce Dominance
Chart 53 Company Shares 2025
Chart 54 Brand Shares 2025
Supermarkets Extend Lead as Convenience Stores Accelerate Growth
Retail E-Commerce Gains Ground with Niche and Premium Offerings
Chart 55 Economic Context for Rtds
Chart 56 Real Gdp Growth 2020-2030
Chart 57 Inflation 2020-2030
Chart 58 Consumer Context for Rtds
Chart 59 Population 2020-2030
Chart 60 Population by Generation 2025
Spirits in Italy
Key Data Insights
Spirits Summary
Chart 61 Key Industry Trends for Spirits
Mixology and Cocktail Innovation Drive Growth of Premium Spirits
Chart 62 Patrón Launches Super-Premium Tequila El Alto
Diageo Leverages Whisky Heritage to Engage Discerning Drinkers
Chart 63 Diageo Launches the Teaninich 8 Year Old “Daring Rye”
Non-Alcoholic Spirits Accelerate as Moderation Reshapes Preferences
Chart 64 Volume Sales 2020-2030
Chart 65 Volume Sales by Category 2025
Premium Launches Reshape Consumption as Cocktail Culture Accelerates
Non-Alcoholic Spirits Address Mindful Drinking and Attract New Audiences
Shifting Consumer Priorities Reshape Spirits Amid Subdued Economic Growth
Chart 66 Forecast Volume Sales 2020-2030
Chart 67 Forecast Volume Sales by Category 2025-2030
Chart 68 Analyst Insight for Spirits
Davide Campari Milano Nv Refocuses as Diageo Italia Gains Traction
Chart 69 Company Shares 2025
Chart 70 Brand Shares 2025
Supermarkets Outpace Hypermarkets by Balancing Price and Quality
Retail E-Commerce Accelerates as Consumers Seek Niche Spirits
Campari and Avolta Engage Travellers with Experiential Retail
Chart 71 Economic Context for Spirits
Chart 72 Real Gdp Growth 2020-2030
Chart 73 Inflation 2020-2030
Chart 74 Consumer Context for Spirits
Chart 75 Population 2020-2030
Chart 76 Population by Generation 2025
Wine in Italy
Key Data Insights
Wine Summary
Chart 77 Key Industry Trends for Wine
Weak Economy and Shifting Drinking Occasions Dampen Sales
Chart 78 Several New Launches of Nolo Wines in Italy
Santa Cristina and Masseria Sette Archi Adapt to Lighter Drinking Occasions with New Launches
Chart 79 New Launches in Wine Boost Aperitif Trend
Caviro Captures Value-Driven Drinkers as Sparkling Wine Outpaces Champagne in a Polarised Environment
Chart 80 Volume Sales 2020-2030
Chart 81 Volume Sales by Category 2025
Shifting Drinking Occasions Favour Lighter and Sparkling Styles
Still Light Grape Wine Maintains Dominance as Non-Alcoholic Wine Gains Traction
Chart 82 Forecast Volume Sales 2020-2030
Chart 83 Forecast Volume Sales by Category 2025-2030
Caviro and Gruppo Italiano Vini Secure Leadership Amid Fragmentation
Chart 84 Company Shares 2025
Chart 85 Brand Shares 2025
Chart 86 Channels for Wine
Supermarkets Leverage a Wide Product Range and Promotions to Maintain Volume Share
E-Commerce Capitalises on Demand for Niche and Local Wines
Chart 87 Economic Context for Wine
Chart 88 Real Gdp Growth 2020-2030
Chart 89 Inflation 2020-2030
Chart 90 Consumer Context for Wine
Chart 91 Population 2020-2030
Chart 92 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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