Competitive Landscape
Birra Peroni Expands Non-Alcoholic Range as Heineken Italia Pilots Flavoured Lager
Beer in Italy is highly concentrated, with the top five manufacturers accounting for a significant portion of volume in 2025. Heineken Italia SpA holds a leading share at 26%, followed by Birra Peroni Srl at 22%, with InBev Italia Srl, Birra Castello SpA and Carlsberg Italia SpA rounding out the top five.
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Overview:
Understand the latest market trends and future growth opportunities for the Beer 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.
If you're in the Beer 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 Beer 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 Beer in Italy?
- Where is consumer demand for Beer 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?
Beer in Italy - Category analysis
Key Data Insights
Beer Summary
Mainstream Brands Strengthen Presence as Premium Options Face Economic Pressure
Retorto Redefines Session Beer with Low Abv Innovation for Mindful Drinkers
Product Innovation Targets Mindful and Younger Drinkers
Craft Breweries and Multinationals Expand with Flavour-Led Launches as Cider and Rtds Gain Ground
Birra Peroni Expands Non-Alcoholic Range as Heineken Italia Pilots Flavoured Lager
Discounters Leverage Value-For-Money Offers to Maintain Relevance
Niche Specialists Drive Dynamic Growth in Online Beer Sales through Craft and Convenience
Alcoholic Drinks in Italy - Industry Overview
2025 Developments
Key Data Insights
Rtds, Non-Alcoholic and Cider/Perry Are Standout Performers as Mindful Drinking Curbs Consumption
Players Respond to Mindful Drinking with Low Abv Craft Launches
Microbreweries Capture Mindful Consumers with Innovative Low Abv Beer
Mixology and Mindful Rituals Reshape Demand as Incomes Stabilise
Innovation in Low and Non-Alcoholic Launches Drives Rtds and Cider Surge
Heineken Italia and Birra Peroni Adapt with Innovation as Competition Intensifies
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
Country Reports Disclaimer
The following categories and subcategories are included:
Beer
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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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- 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
Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See all of our definitionsWhy 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 report originates from Passport, our Beer research and analysis database.
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