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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Italy

69 pages, Jun 2018

US$2,100

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Executive Summary

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Value growth higher than volume for alcoholic drinks in Italy

Alcoholic drinks in Italy showed higher growth in current total value terms than in total volume. The premiumisation trend was remarkable in all categories.

Premiumisation and focus on cocktails as major trends in 2017

The premiumisation trend clearly characterised alcoholic drinks in 2017. Producers focused on their top-quality brands and eventually re-positioned or created new brands to enhance products.

Multinationals show great interest in acquiring craft domestic breweries

Alcoholic drinks in Italy continued to be led by multinationals; nonetheless, in 2017 domestic players performed well, particularly small beer producers which showed dynamism and originality in their product innovations. Corporations showed great interest in acquiring craft domestic breweries due to their outstanding performances, this constituting a good opportunity for Italian entrepreneurs.

Internet retailing grows due to good performances of specialist online retailers

Internet retailing continued to slowly gain share of alcoholic drinks distribution. Online retailers specialised in wine, such as Tannico and Vino 75, performed well and raised the interest and appreciation both among producers and consumers.

Strong opportunities for growth linked to craft, regional and premium products

Craft beer is set to grow in popularity. Wine-tourism will enhance premium regional products and communication will be focused on experiences.

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Alcoholic Drinks Sample Report Alcoholic Drinks Data Sample Report

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Italy for free:

The Alcoholic Drinks in Italy market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Alcoholic Drinks in Italy?
What are the major brands in Italy?
Have there been any alcoholic drinks legislative changes over the past 12 months?
How is the alcoholic drinks industry affected by the recession?
What is consumed more; beer, wine or spirits?
What have been the key trends seen in new product developments?
Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

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Alcoholic Drinks in Italy

EXECUTIVE SUMMARY

Value growth higher than volume for alcoholic drinks in Italy

Premiumisation and focus on cocktails as major trends in 2017

Multinationals show great interest in acquiring craft domestic breweries

Internet retailing grows due to good performances of specialist online retailers

Strong opportunities for growth linked to craft, regional and premium products

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments

TAXATION AND DUTY LEVIES

Table 1 Taxation and Duty Levies on Alcoholic Drinks 2017

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook
Summary 1 Key New Product Developments 2016-2018

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2012-2017

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2012-2017
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2013-2017
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2012-2017
Table 13 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2017
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 2 Research Sources

Beer in Italy

HEADLINES

PROSPECTS

In 2017, beer grows both in volume and in value, due to high interest in category

Law 154/2016 defines craft beer and stimulates growth for domestic microbreweries

Italian players aim to create national production of hops

COMPETITIVE LANDSCAPE

Heineken acquires domestic manufacturer brewery Hibu

Domestic Toccalmatto and Belgian Caulier merge in a joint venture

Belgian Duvel Moortgat acquires shares in Italian Birrificio del Ducato

CATEGORY BACKGROUND

Lager price band methodology

Summary 3 Lager by Price Band 2017
Table 18 Number of Breweries 2012-2017

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2012-2017
Table 20 Sales of Beer by Category: Total Value 2012-2017
Table 21 Sales of Beer by Category: % Total Volume Growth 2012-2017
Table 22 Sales of Beer by Category: % Total Value Growth 2012-2017
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2012-2017
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2012-2017
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2012-2017
Table 27 GBO Company Shares of Beer: % Total Volume 2013-2017
Table 28 NBO Company Shares of Beer: % Total Volume 2013-2017
Table 29 LBN Brand Shares of Beer: % Total Volume 2014-2017
Table 30 Forecast Sales of Beer by Category: Total Volume 2017-2022
Table 31 Forecast Sales of Beer by Category: Total Value 2017-2022
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2017-2022

Cider/Perry in Italy

HEADLINES

PROSPECTS

Ancient tradition and novelty at the same time, cider enters Italian drinking habits

Off-trade adapts to cider’s growth

New lifestyle trends support cider because it is seen as a healthy drink

COMPETITIVE LANDSCAPE

Growth and dynamism among domestic manufacturers

Multinationals are struggling, consumers giving trust to local manufacturers

Demand is growing, new players may appear over forecast period

CATEGORY DATA

Table 34 Sales of Cider/Perry: Total Volume 2012-2017
Table 35 Sales of Cider/Perry: Total Value 2012-2017
Table 36 Sales of Cider/Perry: % Total Volume Growth 2012-2017
Table 37 Sales of Cider/Perry: % Total Value Growth 2012-2017
Table 38 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2012-2017
Table 39 Sales of Cider/Perry by Off-trade vs On-trade: Value 2012-2017
Table 40 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 41 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2012-2017
Table 42 GBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 43 NBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 44 LBN Brand Shares of Cider/Perry: % Total Volume 2014-2017
Table 45 Forecast Sales of Cider/Perry: Total Volume 2017-2022
Table 46 Forecast Sales of Cider/Perry: Total Value 2017-2022
Table 47 Forecast Sales of Cider/Perry: % Total Volume Growth 2017-2022
Table 48 Forecast Sales of Cider/Perry: % Total Value Growth 2017-2022

Rtds/High-Strength Premixes in Italy

HEADLINES

PROSPECTS

Increasing curiosity for premixed products, consumers willing to try novelties

Experts enhancing trends towards on-trade multisensory experiences

Innovation and communication as key tools for growth

COMPETITIVE LANDSCAPE

Campari leads with eye-catching communication and wide product range

Bacardi Breezer launches “Back to the bar” interactive communication campaign

Keglevich Fruit presents expansive offer; consumers enjoy multiplicity of experiences

CATEGORY DATA

Table 49 Sales of RTDS/High-strength Premixes by Category: Total Volume 2012-2017
Table 50 Sales of RTDS/High-strength Premixes by Category: Total Value 2012-2017
Table 51 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2012-2017
Table 52 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2012-2017
Table 53 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Volume 2012-2017
Table 54 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Value 2012-2017
Table 55 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 56 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Value Growth 2012-2017
Table 57 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 58 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 59 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2014-2017
Table 60 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2017-2022
Table 61 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2017-2022
Table 62 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2017-2022
Table 63 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2017-2022

Spirits in Italy

HEADLINES

PROSPECTS

Spirits suffer from lifestyle changes, manufacturers focus on high quality and luxury

Gin pairing and cocktails: Gin penetrates Italians’ lifestyles

Grappa producers focus on communication and packaging

COMPETITIVE LANDSCAPE

Italian Campari acquires Bisquit Dubouché et Cie from South African group Distell

Gruppo Caffo acquires brand Borsci

Southern Comfort, formerly distributed by Campari, now passes to Branca

CATEGORY BACKGROUND

Vodka, Gin, Other Blended Scotch Whisky, Dark Rum and White Rum Price Band Methodology

Based on benchmark brand being mid-priced:
Based on benchmark brand being economy:
Based on benchmark brand being premium:
Based on benchmark brand being super premium:
Summary 4 Benchmark Brands 2017

CATEGORY DATA

Table 64 Sales of Spirits by Category: Total Volume 2012-2017
Table 65 Sales of Spirits by Category: Total Value 2012-2017
Table 66 Sales of Spirits by Category: % Total Volume Growth 2012-2017
Table 67 Sales of Spirits by Category: % Total Value Growth 2012-2017
Table 68 Sales of Spirits by Off-trade vs On-trade: Volume 2012-2017
Table 69 Sales of Spirits by Off-trade vs On-trade: Value 2012-2017
Table 70 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 71 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2012-2017
Table 72 Sales of Dark Rum by Price Platform: % Total Volume 2012-2017
Table 73 Sales of White Rum by Price Platform: % Total Volume 2012-2017
Table 74 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2012-2017
Table 75 Sales of English Gin by Price Platform: % Total Volume 2012-2017
Table 76 Sales of Vodka by Price Platform: % Total Volume 2012-2017
Table 77 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2012-2017
Table 78 GBO Company Shares of Spirits: % Total Volume 2013-2017
Table 79 NBO Company Shares of Spirits: % Total Volume 2013-2017
Table 80 LBN Brand Shares of Spirits: % Total Volume 2014-2017
Table 81 Forecast Sales of Spirits by Category: Total Volume 2017-2022
Table 82 Forecast Sales of Spirits by Category: Total Value 2017-2022
Table 83 Forecast Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 84 Forecast Sales of Spirits by Category: % Total Value Growth 2017-2022

Wine in Italy

HEADLINES

PROSPECTS

Two important law changes: Defined “wine-tourism” and implemented traceability

Lifestyle change: From personal consumption to social sharing

Premiumisation trend: Entry-level products suffer while premium wine performs well

COMPETITIVE LANDSCAPE

Belgian Atlas Invest acquires domestic Poggio Antico in Montalcino area

In Piemonte, Tenuta Garetto acquired by Poderi Gianni Gagliardo

Dacapo and Ca ed Balos merges, while Santa Margherita group acquires Cà Maiol

CATEGORY DATA

Table 85 Sales of Wine by Category: Total Volume 2012-2017
Table 86 Sales of Wine by Category: Total Value 2012-2017
Table 87 Sales of Wine by Category: % Total Volume Growth 2012-2017
Table 88 Sales of Wine by Category: % Total Value Growth 2012-2017
Table 89 Sales of Wine by Off-trade vs On-trade: Volume 2012-2017
Table 90 Sales of Wine by Off-trade vs On-trade: Value 2012-2017
Table 91 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 92 Sales of Wine by Off-trade vs On-trade: % Value Growth 2012-2017
Table 93 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2012-2017
Table 94 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2012-2017
Table 95 Sales of Still White Wine by Price Segment: % Off-trade Volume 2012-2017
Table 96 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2012-2017
Table 97 GBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
Table 98 NBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
Table 99 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2014-2017
Table 100 GBO Company Shares of Champagne: % Total Volume 2013-2017
Table 101 NBO Company Shares of Champagne: % Total Volume 2013-2017
Table 102 LBN Brand Shares of Champagne: % Total Volume 2014-2017
Table 103 GBO Company Shares of Other Sparkling Wine: % Total Volume 2013-2017
Table 104 NBO Company Shares of Other Sparkling Wine: % Total Volume 2013-2017
Table 105 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2014-2017
Table 106 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
Table 107 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
Table 108 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2014-2017
Table 109 GBO Company Shares of Non-grape Wine: % Total Volume 2013-2017
Table 110 NBO Company Shares of Non-grape Wine: % Total Volume 2013-2017
Table 111 LBN Brand Shares of Non-grape Wine: % Total Volume 2014-2017
Table 112 Forecast Sales of Wine by Category: Total Volume 2017-2022
Table 113 Forecast Sales of Wine by Category: Total Value 2017-2022
Table 114 Forecast Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 115 Forecast Sales of Wine by Category: % Total Value Growth 2017-2022

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Megatrends

Country Report

Alcoholic Drinks in Italy

New Report Guarantee

Executive Summary

New Report Guarantee

Value growth higher than volume for alcoholic drinks in Italy

Premiumisation and focus on cocktails as major trends in 2017

Multinationals show great interest in acquiring craft domestic breweries

Internet retailing grows due to good performances of specialist online retailers

Strong opportunities for growth linked to craft, regional and premium products

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Alcoholic Drinks in Italy

EXECUTIVE SUMMARY

Value growth higher than volume for alcoholic drinks in Italy

Premiumisation and focus on cocktails as major trends in 2017

Multinationals show great interest in acquiring craft domestic breweries

Internet retailing grows due to good performances of specialist online retailers

Strong opportunities for growth linked to craft, regional and premium products

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Beer in Italy

HEADLINES

PROSPECTS

In 2017, beer grows both in volume and in value, due to high interest in category

Law 154/2016 defines craft beer and stimulates growth for domestic microbreweries

Italian players aim to create national production of hops

COMPETITIVE LANDSCAPE

Heineken acquires domestic manufacturer brewery Hibu

Domestic Toccalmatto and Belgian Caulier merge in a joint venture

Belgian Duvel Moortgat acquires shares in Italian Birrificio del Ducato

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Cider/Perry in Italy

HEADLINES

PROSPECTS

Ancient tradition and novelty at the same time, cider enters Italian drinking habits

Off-trade adapts to cider’s growth

New lifestyle trends support cider because it is seen as a healthy drink

COMPETITIVE LANDSCAPE

Growth and dynamism among domestic manufacturers

Multinationals are struggling, consumers giving trust to local manufacturers

Demand is growing, new players may appear over forecast period

CATEGORY DATA

Rtds/High-Strength Premixes in Italy

HEADLINES

PROSPECTS

Increasing curiosity for premixed products, consumers willing to try novelties

Experts enhancing trends towards on-trade multisensory experiences

Innovation and communication as key tools for growth

COMPETITIVE LANDSCAPE

Campari leads with eye-catching communication and wide product range

Bacardi Breezer launches “Back to the bar” interactive communication campaign

Keglevich Fruit presents expansive offer; consumers enjoy multiplicity of experiences

CATEGORY DATA

Spirits in Italy

HEADLINES

PROSPECTS

Spirits suffer from lifestyle changes, manufacturers focus on high quality and luxury

Gin pairing and cocktails: Gin penetrates Italians’ lifestyles

Grappa producers focus on communication and packaging

COMPETITIVE LANDSCAPE

Italian Campari acquires Bisquit Dubouché et Cie from South African group Distell

Gruppo Caffo acquires brand Borsci