Beer: consumption and production in Italia continue to fall (-2.5 per cent). The share of non-alcoholic beer doubles to 3.9 per cent

A resilient market holding its own despite the ongoing consumer crisis in Italia, or yet another year in which the target of returning to a growth trajectory has not been met which has now been interrupted in 2023? At Assobirra, they are trying to see the glass – or rather, the mug – as half full, with the figures ‘confirming that the Italian beer sector is showing resilience, albeit not without obstacles and within a complex economic landscape’, to quote President Federico Sannella. Against a European backdrop that is certainly not rosy.

But what do the figures show? In 2025, beer production in Italia stood at 16.8 million hectolitres, down 2.5% on 2024, whilst consumption stood at 21.2 million hectolitres (-2.5% compared with 21.7 million in 2024). Imports stood at 7.5 million hectolitres (-3.8%) and exports at 3.1 million hectolitres (-6%), “confirming a trend that continues to weigh on the competitiveness of domestic production”, notes the producers’ association. Per capita consumption fell to 35.9 litres, compared with 36.8 litres in 2024.

There was a positive note from the low-alcohol and non-alcoholic beer segment, which continued to grow, rising from 2.1 per cent of the market in 2024 to 3.9 per cent in 2025. According to the Annual Report, ‘overall demand for beer remains close to pre-pandemic levels, whilst domestic production is affected by a competitive environment made more complex by trends in foreign trade’.

“In a context characterised by stagnant consumption, pressure on purchasing power and profound changes in household behaviour,” continues Sannella - beer continues to represent significant value because it caters to diverse needs, occasions and consumption styles, whilst remaining highly accessible and maintaining a widespread presence in both everyday consumption and out-of-home settings. To continue growing, we now need a collective leap in quality: working together as a sector, strengthening the supply chain, supporting the revival of the hospitality sector (consumption away from home, ed.), backing investment in innovation and sustainability, and creating a framework more conducive to business competitiveness. Beer can continue to contribute greatly to the country, but it needs a clear industrial vision and a stable alliance between businesses, the supply chain and institutions.”

AssoBirra points out that the brewing sector remains a strategic component of the Italian economy, with over 112,000 jobs across the entire value chain and generating more than 10 billion euros in shared value. It also draws attention to the need for a shared strategy to strengthen the sector’s competitiveness and support its development: ‘Beer, in fact, is not merely a mass-market product, but an ecosystem that connects agriculture, industry, distribution, the hospitality sector and consumption. The challenges on the table relate in particular to taxation, the evolution of the regulatory framework, the revitalisation of the Horeca sector, the promotion of domestic production and support for investment in innovation, sustainability and quality”.