Competitive Landscape
Davide Campari Milano Leverages Mixology and Mindful Drinking to Reinforce Dominance
The RTDs landscape in Italy remained highly concentrated in 2025, with Davide Campari Milano NV maintaining a commanding position, holding 62% volume share. The second largest competitor, Martini & Rossi SpA, accounted for only 9% of volume share in 2025, indicating a substantial gap between the top player and the rest of the field.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs 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 RTDs 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 RTDs 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 RTDs in Italy?
- Where is consumer demand for RTDs 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?
Rtds in Italy - Category analysis
Key Data Insights
Rtds Summary
Italian Start-Up Mixum Accelerates Growth as Ready-To-Serve Cocktails Reshape Drinking Occasions
Vecchio Amaro Del Capo Extends Tradition to Premium Rtds and Drives Value
Key Players Drive Innovation as Consumers Shift Preferences
Spirit-Based Launches Secure Leading Position Amid Shifting Demand
Brand and Private Label Innovation Boost Non Alcoholic Options
Davide Campari Milano Leverages Mixology and Mindful Drinking to Reinforce Dominance
Supermarkets Extend Lead as Convenience Stores Accelerate Growth
Retail E-Commerce Gains Ground with Niche and Premium Offerings
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:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
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 RTDs research and analysis database.
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