Koch (Heineken Italy): 'Beer culture like wine culture'

The direct employment of over 2,000 people generates a multiplier effect involving 65,200 jobs along the entire value chain, representing 0.25% of total Italian employment. Each direct position at Heineken Italia and Partesa activates 31 in the allied industries, mainly concentrated in the commercial sector, business services and manufacturing.

The tax contribution represents a significant item for the state coffers: EUR 2.3 billion, corresponding to 0.28% of the country's total tax revenue. The direct contribution of 457 million includes 217 million excise duties, corporate income tax, payroll taxes and tariffs.

The group's strategy focuses on the valorisation of local brands acquired over time. Birra Moretti, which went from being a regional brand with about 500,000 hectolitres to an international brand with an Italian production of more than 2.7 million hectolitres, is the most emblematic case of success. "In 2024 it became the most drunk draught lager in the UK," Koch points out, highlighting how the Italian brands in the portfolio are gaining international recognition.

Ichnusa maintains its primary territorial link with Sardinia, generating an economic impact on the island of around EUR 455 million and involving more than 5,300 workers directly or indirectly related to production. Birra Messina, on the other hand, is confirmed as the brand with the greatest growth in terms of brand strength.

'When I arrived in Italy nine months ago, I noticed that Italians are very passionate about food and regional specialities, but with beer the discourse is still rather generic,' notes the CEO. 'People order a blonde, a red, and that's it. For us, innovation is essential to show the richness of what beer can offer'.

The main challenge remains educating the Italian market, where lagers account for over 80% of total consumption, leaving only 20% for speciality beers. A situation that the group intends to change through product innovation and the promotion of beer culture, supported by the Birra Moretti Foundation and the University of Beer, a centre of excellence for the training of professionals in the sector.

The current portfolio includes the core brands Heineken, Birra Moretti, Ichnusa, Birra Messina and Dreher, with numerous extensions and variants bringing the total offering to over one hundred references.

The investment in the Italian market is also reflected in the distribution: an extensive network of distributors and the Partesa structure, especially for the professional channel. A system that contributes to the distribution of gross wages of almost EUR 1 billion along the entire supply chain.