Select Country Report
Competitive Landscape
Davide Campari Milano Nv Refocuses as Diageo Italia Gains Traction
The structure of spirits in 2025 remains moderately concentrated, with a clear lead held by Davide Campari Milano NV, at 23% volume share, followed by Diageo Italia SpA at 11%. The top three companies, Davide Campari Milano NV, Diageo Italia SpA, and Pernod Ricard Italia SPA, collectively accounted for over 41% volume share, with these players exerting substantial influence.
USD 1,195
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Spirits 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 Spirits 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 Spirits 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 Spirits in Italy?
- Where is consumer demand for Spirits 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?
Spirits in Italy - Category analysis
Key Data Insights
Spirits Summary
Chart 1 Key Industry Trends for Spirits
Mixology and Cocktail Innovation Drive Growth of Premium Spirits
Chart 2 Patrón Launches Super-Premium Tequila El Alto
Diageo Leverages Whisky Heritage to Engage Discerning Drinkers
Chart 3 Diageo Launches the Teaninich 8 Year Old “Daring Rye”
Non-Alcoholic Spirits Accelerate as Moderation Reshapes Preferences
Chart 4 Volume Sales 2020-2030
Chart 5 Volume Sales by Category 2025
Premium Launches Reshape Consumption as Cocktail Culture Accelerates
Non-Alcoholic Spirits Address Mindful Drinking and Attract New Audiences
Shifting Consumer Priorities Reshape Spirits Amid Subdued Economic Growth
Chart 6 Forecast Volume Sales 2020-2030
Chart 7 Forecast Volume Sales by Category 2025-2030
Chart 8 Analyst Insight for Spirits
Davide Campari Milano Nv Refocuses as Diageo Italia Gains Traction
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Supermarkets Outpace Hypermarkets by Balancing Price and Quality
Retail E-Commerce Accelerates as Consumers Seek Niche Spirits
Campari and Avolta Engage Travellers with Experiential Retail
Chart 11 Economic Context for Spirits
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Spirits
Chart 15 Population 2020-2030
Chart 16 Population by Generation 2025
Alcoholic Drinks in Italy - Industry Overview
2025 Developments
Key Data Insights
Chart 17 Key Industry Trends for Alcoholic Drinks
Rtds, Non-Alcoholic and Cider/Perry Are Standout Performers as Mindful Drinking Curbs Consumption
Chart 18 Mixum Launches Cocktails on Tap for the On-Trade
Players Respond to Mindful Drinking with Low Abv Craft Launches
Chart 19 Low Abv Craft Beer Innovation in Italy: Retorto's Morning Glory
Microbreweries Capture Mindful Consumers with Innovative Low Abv Beer
Chart 20 Volume Sales 2020-2030
Chart 21 Volume Sales by Category 2025
Mixology and Mindful Rituals Reshape Demand as Incomes Stabilise
Innovation in Low and Non-Alcoholic Launches Drives Rtds and Cider Surge
Chart 22 Forecast Volume Sales 2020-2030
Chart 23 Forecast Volume Sales by Category 2025-2030
Chart 24 Competitive Landscape for Alcoholic Drinks
Heineken Italia and Birra Peroni Adapt with Innovation as Competition Intensifies
Chart 25 Company Shares 2025
Chart 26 Brand Shares 2025
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
Chart 27 Economic Context for Alcoholic Drinks
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Alcoholic Drinks
Chart 31 Population 2020-2030
Chart 32 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Spirits
-
- 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
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- 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
- 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
Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See all of our definitions
Share:
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 report originates from Passport, our Spirits research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!