Executive Summary

Jul 2019
PROSPECTS
“Legge di Bilancio 2019” law establishes a 40% tax reduction for craft breweries

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.

Expansion of beer industry within the Italian territory

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.

Craft beer and beer tourism in Italy

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.

COMPETITIVE LANDSCAPE
Heineken taps in early to the rising demand for non-alcoholic beer

In 2018, Heineken launched Heineken 0.0.

Domestic Flea launches Sans Papier – the first beer made out of air

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.

Nastro Azzurro launches Prime Brew special lager

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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Beer in Italy

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Overview

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.

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 Beer industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Beer 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 volume 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 Beer in Italy?
  • What are the major brands in Italy?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?

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.

Beer in Italy - Category analysis

HEADLINES

PROSPECTS

“Legge di Bilancio 2019” law establishes a 40% tax reduction for craft breweries
Expansion of beer industry within the Italian territory
Craft beer and beer tourism in Italy

COMPETITIVE LANDSCAPE

Heineken taps in early to the rising demand for non-alcoholic beer
Domestic Flea launches Sans Papier – the first beer made out of air
Nastro Azzurro launches Prime Brew special lager

CATEGORY BACKGROUND

Lager price band methodology
Summary 1 Lager by Price Band 2017
Table 1 Number of Breweries 2013-2018

CATEGORY DATA

Table 2 Sales of Beer by Category: Total Volume 2013-2018
Table 3 Sales of Beer by Category: Total Value 2013-2018
Table 4 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 5 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 7 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 10 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 11 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 12 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 13 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 14 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Italy - Industry Overview

EXECUTIVE SUMMARY

Premiumisation trend and success of lower-alcohol beverages
Sparkling, sweet and low alcohol trending in wine, craft beer tourism boosting territories
“Legge di Bilancio” law to see a 40% tax reduction for craft breweries from 2019
Internet retailing grows and online retailers proliferating
Demand for non-alcoholic alcoholic drinks is set to rise in the Italian market

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 17 On-trade establishments by type 2013-2018

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

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

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 18 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 19 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 20 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 21 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 22 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 26 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 27 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 28 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 29 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 31 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 33 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 3 Research Sources