On 30 December 2018 the “Legge di Bilancio” law was approved for introduction in 2019. This law contained very positive news for beer brewers: a 40% tax reduction for craft breweries producing less than 10,000 hectolitres per year.
New craft microbreweries were set up in 2018 in regions where there had not previously been any. For example, in Valle D'Aosta, Sardegna and Trentino.
Tourism during the summer boosts on-trade beer sales. Thanks to the hot temperatures and more convivial moments, consumers are more willing to drink beer than wine.
In 2018, Heineken launched Heineken 0.0.
After two years of research, Italian brewery Flea launched a major new innovation. This eco-friendly and low-waste product is claimed to be a beer made out of air.
In May 2018, domestic player Nastro Azzurro launched the new special lager Prime Brew, a stronger version of its standard lager. Born from an idea of Alberto Marzaioli, the beer is not filtered and produced only using the initial fermentation process.
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Discover the latest market trends and uncover sources of future market growth for the Beer industry in Italy with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Alcoholic Drinks market research database.