Beer Day: premium and low alcohol to further increase consumption

That of 'lighter' or alcohol-free alternatives 'is certainly a growing trend, more so than the market average: we believe that this momentum will not end in the short term. In particular,' Dubost continues, 'the Alcohol Free Beers (Afb) segment is the one that has recorded the fastest growth in the last four years: it is worth EUR 53 million today and is growing by 11.4%, according to the Iri 2023 report. We, too, with our Birrificio Angelo Poretti are focusing on a non-alcoholic reference, the 4 Luppoli Zero, which is showing double-digit growth rates'.

"In recent years, beer lovers have shown a preference for light, easy-to-drink beers with a low alcohol content," explains Simone Brusadelli, brewmaster of Doppio Malto, which produces all the beer it serves in more than 50 venues between Italy and France in Sardinia and has just concluded an agreement as sponsor of Cagliari Calcio. "These beers offer a fresh and thirst-quenching taste experience, ideal for any occasion. In particular, consumers are showing a predilection for citrus and fresh flavours. The mission of a brewery like ours is to continue to create beers that not only satisfy, but also surprise and delight customers'.

According to the survey conducted byBva Doxa for Assobirra on the occasion of Beer Day, beer consumption increases across the board with the holidays, "with 52% of the sample stating that they drink more during the summer". It is the 40-50 year olds of Gen X who are driving the change in habits, with 54% drinking beer up to an average of 4 times a week, while for about half (48%) of Millennials and Gen Z the frequency of consumption is 3 times a week. "This growth reflects the role of beer as a central element of summer and related social and recreational activities," the researchers comment. Lager is confirmed as the favourite beer of one in two respondents, followed by Pilsner (41%). Other popular beers also include Blanche (31%), Weiss (28%), Indian Pale Ale (22%), Belgian Ale (18%) and American Pale Ale (11%).
Beers evoke a sense of freedom and relaxation: imagining themselves on holiday and with a beer in hand, respondents describe feelings of calm (37%), happiness (16%), contentment (14%) and well-being (12%).

"Beer, in its many varieties and modes of consumption, represents a fundamental part of the Italians' summer, renewing the pleasure of conviviality and discovery every year. Summer is the ideal season for beer, a time when not only its consumption grows, but also people's interest in getting to know it better, trying new varieties and testing increasingly stimulating combinations with food," comments Andrea Bagnolini, general manager of Assobirra.

According to the Bva Doxa survey, beer also "confirms itself as a pivotal element in the spread and growth of food and wine tourism, around which Italians gravitate when planning holidays or weekends away from home". In fact, more than two out of three interviewees (71%) choose holidays dedicated to discovering local food and beer: Gen Z shows a more marked interest in this type of travel, with 76% opting for food and wine holidays, followed by Millennials (72%) and Gen X (69%).

Events where beer is the protagonist are also appreciated across the generations surveyed. Almost 60% of the sample, in fact, took part in beer-themed summer festivals and a third (33%) opted for tours of historic breweries. This is driven by the desire for discovery and conviviality, in connection with local culture and traditions.

'Food and wine tourism continues to grow in popularity. The desire to enjoy authentic experiences and savour the identity and cultural values of individual productions emerges strongly among tourists' desires and, in this context, Italian beer is becoming an increasingly relevant factor of attraction,' explains Roberta Garibaldi, president of the Italian Wine and Food Tourism Association, professor at the University of Bergamo. Routes and thematic proposals related to beer, such as degustations, brewery tours and visits to hop gardens, represent a unique opportunity for tourists to experience authentic and sustainable moments. These activities not only enrich the travel experience, but also promote knowledge of local excellence and respect for the territory'.

Certainly, the phenomenon of craft breweries, which are attracting more and more enthusiasts but still account for around 4% of the total market, remains relevant. While the Unionbirrai sentiment speaks of a stable or slightly contracting trend in 2023, according to the organisers of Bolle di Malto - an event scheduled in Biella from 29 August to 2 September with the participation of 22 craft breweries for 300 different beer styles and 22 food trucks - this segment has grown by over 15%. This will be discussed during the third edition of the General States of Italian Craft Beer, organised in collaboration with Slow Food. "The growth of microbreweries indicates a growing interest in craft production, which offers authenticity and unique flavours that cannot be found in industrial production," comments Marta Florio, creator of Bolle di Malto. "Participating in these events not only promotes the products, but also builds a community of enthusiasts and connoisseurs who support and spread the culture of craft beer.

The 2025 edition of Beer&FoodAttraction (in Rimini from 16 to 18 February) was also presented over the last few days. Its objective is to provide space for dialogue between the food&beverage supply chains, especially in relation to consumption outside the home: the categories represented include Italgrob (Italian federation of horeca distributors), Fic (Italian Federation of Chefs), Assobirra, Unionbirrai, and the World association of chefs societies. "Alongside Italian and international beer excellence and a complete offer of the beverage world, from mineral water to fruit juices, from soft drinks to spirits, the mixology space will grow with the introduction of new categories such as sparkling wines. The 'away from home' at Beer&Food Attraction will also be represented by the varied food proposal with ready-to-eat products for the casual dining channel," explain the organisers.

Summer beer is also a protagonist on social media. According to an analysis by Doppio Malto, the hashtag #beer boasts 2.2 million posts on TikTok and more than 85 million on Instagram, while the more Italian #birra exceeds 122 thousand on TikTok and is close to 7 million on Instagram.
But which are the regions where beer is most sought after and appreciated? "According to data made available by Google Trends," say Doppio Malto, "in the first seven months of 2024, Valle d'Aosta led the ranking, being the region where the word 'beer' was most often searched for on the well-known search engine. Completing the podium at a short distance are Sardinia, second, and Veneto, third.