Alcoholic Drinks in Italy

June 2022
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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

EXECUTIVE SUMMARY

Alcoholic drinks in 2021: The big picture
Trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?
Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2019-2026 Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2019-2026 Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2019-2026 Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2019-2026

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age Drink driving Advertising Smoking ban Opening hours On-trade establishments Summary 1 Number of On-trade Establishments by Type 2016-2021

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2021

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021 Table 3 Sales of Alcoholic Drinks by Category: Total Value 2016-2021 Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021 Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021 Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021 Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021 Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021 Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021 Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021 Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021 Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2021 Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026 Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026 Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026 Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 3 Research Sources

Beer in Italy

KEY DATA FINDINGS

2021 DEVELOPMENTS

Changing pandemic situation informs on- and off-trade balance in 2021
Consumer demand for local products boosts total volume growth in domestic lager
Evolving moments of consumption and intensifying competition enhance category development

PROSPECTS AND OPPORTUNITIES

Shifting consumer choices may challenge the popularity of beer
Alcohol under the lens as consumer health awareness grows
Beer margins set to increase in a category reliant on volumes

CATEGORY BACKGROUND

Lager price band methodology
Summary 4 Lager by Price Band 2021 Table 17 Number of Breweries 2016-2021

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2016-2021 Table 19 Sales of Beer by Category: Total Value 2016-2021 Table 20 Sales of Beer by Category: % Total Volume Growth 2016-2021 Table 21 Sales of Beer by Category: % Total Value Growth 2016-2021 Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2016-2021 Table 23 Sales of Beer by Off-trade vs On-trade: Value 2016-2021 Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2016-2021 Table 26 Sales of Beer by Craft vs Standard 2016-2021 Table 27 GBO Company Shares of Beer: % Total Volume 2017-2021 Table 28 NBO Company Shares of Beer: % Total Volume 2017-2021 Table 29 LBN Brand Shares of Beer: % Total Volume 2018-2021 Table 30 Forecast Sales of Beer by Category: Total Volume 2021-2026 Table 31 Forecast Sales of Beer by Category: Total Value 2021-2026 Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2021-2026 Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2021-2026

Cider/Perry in Italy

KEY DATA FINDINGS

2021 DEVELOPMENTS

Younger generations most likely to turn to cider as a lower alcohol alternative
Cider draws attention with health and nutrition at the centre of consumer choices
Players try to widen the reach and appeal of cider/perry

PROSPECTS AND OPPORTUNITIES

E-commerce offers opportunities to increase product awareness, with e-shelves set to catch the eye of consumers
Cider consumption to move in tandem with foodservice development
Local cider, quality and nutrition aspects to the fore

CATEGORY DATA

Table 34 Sales of Cider/Perry: Total Volume 2016-2021 Table 35 Sales of Cider/Perry: Total Value 2016-2021 Table 36 Sales of Cider/Perry: % Total Volume Growth 2016-2021 Table 37 Sales of Cider/Perry: % Total Value Growth 2016-2021 Table 38 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2016-2021 Table 39 Sales of Cider/Perry by Off-trade vs On-trade: Value 2016-2021 Table 40 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 41 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2016-2021 Table 42 GBO Company Shares of Cider/Perry: % Total Volume 2017-2021 Table 43 NBO Company Shares of Cider/Perry: % Total Volume 2017-2021 Table 44 LBN Brand Shares of Cider/Perry: % Total Volume 2018-2021 Table 45 Forecast Sales of Cider/Perry: Total Volume 2021-2026 Table 46 Forecast Sales of Cider/Perry: Total Value 2021-2026 Table 47 Forecast Sales of Cider/Perry: % Total Volume Growth 2021-2026 Table 48 Forecast Sales of Cider/Perry: % Total Value Growth 2021-2026

Rtds in Italy

KEY DATA FINDINGS

2021 DEVELOPMENTS

Unlocking RTDs’ potential in a changed environment
Convenience is a positive but not decisive factor in light of strong competition
Innovation, packaging, distribution and marketing offer keys to development

PROSPECTS AND OPPORTUNITIES

Differentiation a means to overcome market saturation
Alcohol consumption concerns aid the rise of non/low alcohol RTDs
RTDs may capitalise on the development and growth of e-commerce

CATEGORY DATA

Table 49 Sales of RTDs by Category: Total Volume 2016-2021 Table 50 Sales of RTDs by Category: Total Value 2016-2021 Table 51 Sales of RTDs by Category: % Total Volume Growth 2016-2021 Table 52 Sales of RTDs by Category: % Total Value Growth 2016-2021 Table 53 Sales of RTDs by Off-trade vs On-trade: Volume 2016-2021 Table 54 Sales of RTDs by Off-trade vs On-trade: Value 2016-2021 Table 55 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 56 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2016-2021 Table 57 GBO Company Shares of RTDs: % Total Volume 2017-2021 Table 58 NBO Company Shares of RTDs: % Total Volume 2017-2021 Table 59 LBN Brand Shares of RTDs: % Total Volume 2018-2021 Table 60 Forecast Sales of RTDs by Category: Total Volume 2021-2026 Table 61 Forecast Sales of RTDs by Category: Total Value 2021-2026 Table 62 Forecast Sales of RTDs by Category: % Total Volume Growth 2021-2026 Table 63 Forecast Sales of RTDs by Category: % Total Value Growth 2021-2026

Spirits in Italy

KEY DATA FINDINGS

2021 DEVELOPMENTS

Discovering new consumption norms in the wake of the pandemic
Social drinking and out-of-home consumption help spirits bounce back
Innovation drives variety and creates space for regional success stories

PROSPECTS AND OPPORTUNITIES

Focus on ingredients and health set to inform spirits consumption
E-commerce to maintain momentum through specialised stores
Killing one bird with two stones: If maturity is the problem, modernisation and premiumisation are potential solutions

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 5 Benchmark Brands 2021

CATEGORY DATA

Table 64 Sales of Spirits by Category: Total Volume 2016-2021 Table 65 Sales of Spirits by Category: Total Value 2016-2021 Table 66 Sales of Spirits by Category: % Total Volume Growth 2016-2021 Table 67 Sales of Spirits by Category: % Total Value Growth 2016-2021 Table 68 Sales of Spirits by Off-trade vs On-trade: Volume 2016-2021 Table 69 Sales of Spirits by Off-trade vs On-trade: Value 2016-2021 Table 70 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 71 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2016-2021 Table 72 Sales of Dark Rum by Price Platform: % Total Volume 2016-2021 Table 73 Sales of White Rum by Price Platform: % Total Volume 2016-2021 Table 74 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2016-2021 Table 75 Sales of English Gin by Price Platform: % Total Volume 2016-2021 Table 76 Sales of Vodka by Price Platform: % Total Volume 2016-2021 Table 77 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2016-2021 Table 78 GBO Company Shares of Spirits: % Total Volume 2017-2021 Table 79 NBO Company Shares of Spirits: % Total Volume 2017-2021 Table 80 LBN Brand Shares of Spirits: % Total Volume 2018-2021 Table 81 Forecast Sales of Spirits by Category: Total Volume 2021-2026 Table 82 Forecast Sales of Spirits by Category: Total Value 2021-2026 Table 83 Forecast Sales of Spirits by Category: % Total Volume Growth 2021-2026 Table 84 Forecast Sales of Spirits by Category: % Total Value Growth 2021-2026

Wine in Italy

KEY DATA FINDINGS

2021 DEVELOPMENTS

Shifting consumer habits with variety the key for consumers
Competition with other alcoholic drinks slows on-trade recovery
Quantity over quality boosts sales of smaller wine bottles and organic wine

PROSPECTS AND OPPORTUNITIES

Premiumisation on the horizon as consumers seek quality and new experiences
Older consumers set drive wine consumption
Wine faces competition for consumption occasions from beer and spirits

CATEGORY DATA

Table 85 Sales of Wine by Category: Total Volume 2016-2021 Table 86 Sales of Wine by Category: Total Value 2016-2021 Table 87 Sales of Wine by Category: % Total Volume Growth 2016-2021 Table 88 Sales of Wine by Category: % Total Value Growth 2016-2021 Table 89 Sales of Wine by Off-trade vs On-trade: Volume 2016-2021 Table 90 Sales of Wine by Off-trade vs On-trade: Value 2016-2021 Table 91 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 92 Sales of Wine by Off-trade vs On-trade: % Value Growth 2016-2021 Table 93 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2016-2021 Table 94 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2016-2021 Table 95 Sales of Still White Wine by Price Segment: % Off-trade Volume 2016-2021 Table 96 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2016-2021 Table 97 Sales of Wine by Origin 2019-2021 Table 98 GBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021 Table 99 NBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021 Table 100 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2018-2021 Table 101 GBO Company Shares of Champagne: % Total Volume 2017-2021 Table 102 NBO Company Shares of Champagne: % Total Volume 2017-2021 Table 103 LBN Brand Shares of Champagne: % Total Volume 2018-2021 Table 104 GBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021 Table 105 NBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021 Table 106 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2018-2021 Table 107 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021 Table 108 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021 Table 109 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2018-2021 Table 110 GBO Company Shares of Non-grape Wine: % Total Volume 2017-2021 Table 111 NBO Company Shares of Non-grape Wine: % Total Volume 2017-2021 Table 112 LBN Brand Shares of Non-grape Wine: % Total Volume 2018-2021 Table 113 Forecast Sales of Wine by Category: Total Volume 2021-2026 Table 114 Forecast Sales of Wine by Category: Total Value 2021-2026 Table 115 Forecast Sales of Wine by Category: % Total Volume Growth 2021-2026 Table 116 Forecast Sales of Wine by Category: % Total Value Growth 2021-2026
The following categories and subcategories are included:

Alcoholic Drinks

      • Ale
      • Sorghum
      • Weissbier/Weizen/Wheat Beer
      • Flavoured/Mixed Lager
          • Domestic Premium Lager
          • Imported Premium Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Economy Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
      • Low Alcohol Beer
      • Non Alcoholic Beer
    • Stout
  • Cider/Perry
    • Malt-based RTDs
    • Spirit-based RTDs
    • Wine-based RTDs
    • Other RTDs
      • Brandy
      • Cognac
      • Bitters
      • Cream-based Liqueurs
      • Other Liqueurs
    • Non Alcoholic Spirits
        • Prestige Dark Rum
        • Ultra Premium Dark Rum
        • Super Premium Dark Rum
        • Premium Dark Rum
        • Standard Dark Rum
        • Economy Dark Rum
        • Prestige White Rum
        • Ultra Premium White Rum
        • Super Premium White Rum
        • Premium White Rum
        • Standard White Rum
        • Economy White Rum
    • Tequila (and Mezcal)
      • Bourbon/Other US Whiskey
      • Canadian Whisky
      • Irish Whiskey
      • Japanese Whisky
        • Blended Malt Scotch Whisky
          • 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
      • Other Whiskies
          • Prestige English Gin
          • Ultra Premium English Gin
          • Super Premium English Gin
          • Premium English Gin
          • Standard English Gin
          • Economy English Gin
        • Dutch Gin
        • Prestige Vodka
        • Ultra Premium Vodka
        • Super Premium Vodka
        • Premium Vodka
        • Standard Vodka
        • Economy Vodka
      • Absinthe
      • Ad-Mix Brandy
      • Ad-Mix Gin
      • Ad-Mix Rum
      • Ad-Mix Vodka
      • Ad-Mix Whisky
      • Aguardente/Aguardiente
      • Akvavit/Aquavit
      • Aniseed-Flavoured Spirits
      • Borovicka
      • Boukha
      • Brandy Type Distilled Spirits
      • Cachaça
      • Calvados
      • Cane
      • Chacha
      • Charanda
      • Chinese Herbal Spirits
      • Chinese Spirits
      • Cut Brandy
      • 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
      • Nastoyka Gorkaya
      • 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
      • Port
      • Sherry
      • Vermouth
      • Other Fortified Wine
      • 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
      • Local Non-Grape Wine
      • Lower Mid-Range Rice Wine
      • Non-Grape Dessert Wine
      • Premium Rice Wine
      • Rice Wine
      • Sake
      • Takju
      • Upper Mid-Range Rice Wine
      • Yakju
      • Yellow Wine
      • Other Non-Grape Wine
      • Champagne
      • Other Sparkling Wine
      • Still Red Wine
      • Still Rosé Wine
      • Still White Wine

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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