Heineken's first 50 years in Italy: its 1 in 3 beers. The future? Green, light and social

Heineken celebrates 50 years of production in Italy and looks to the future, outlining the trends to be followed to continue the path of growth in a market that has changed radically in recent years (and even more obviously in half a century). With Italians increasingly demanding and knowledgeable about the different types of beer, declined in more and more versions, formats and 'recipes'. The limit of the albeit precious binomial 'pizza and beer' now seems to have been definitively overcome: the presence at the table is much more varied and conscious in the combinations. The latter is a crucial aspect in the Italian market, where consumption combined with meals remains fundamental; and certainly of greater importance than in many other countries. In the future then, according to Heineken, beer will be "increasingly versatile and sustainable, the protagonist of a new sociality and new consumption occasions, evolved for a more aware and demanding consumer".

In 2023 the Italian beer market slowed down and the first months of 2024 showed no signs of a real turnaround. Awaiting the summer data (which are worth more than 50% of consumption) from the Dutch giant (which globally recorded a first half-year below expectations), however, they emphasise that beer has been growing steadily for years and that it has now been steadily crossing the 30-litre per capita annual consumption mark for more than 10 years. Production also almost tripled from 6.4 to 17.4 million hectolitres.

Among the protagonists of this trend is certainly Heineken, which is the first producer in the country and produces one out of every three bottles of beer drunk in Italy. With its four breweries located throughout the country - Comun Nuovo (Bg), Pollein (Ao), Massafra (Ta) and Assemini (Ca) - and Partesa (leader in distribution and training in the on-trade channel with 40 warehouses and 37,000 customers), Heineken Italy directly employs over 2,000 people and generates 64,800 jobs in allied industries (retail, hospitality and suppliers) for a total economic impact estimated at 4.5 billion euros.

The new ad Italy, who arrived in July, has no doubts that the future will still be positive and full of novelties: 'Italy has a lower beer consumption than other countries like France or Greece, because it has a very strong wine culture,' says Alexander Koch, 'but the good news is that this figure can grow in Italy and there are therefore many opportunities. The Italian market is very special, it is one of the main markets in Europe for us and it is unique. The future of beer in Italy will be brighter even if more difficult because consumers are very demanding: that is why we innovate continuously. In the next 50 years we want to continue to foster the growth of the category without compromising on quality, to be protagonists of the social moments of Italians with our brands. We will continue to put people at the centre, to invest in brands and in innovation, with new products and new campaigns that are increasingly connected to consumers, their needs and different consumption occasions. We focus on responsible consumption and will always fight against alcohol abuse'.

These results (and future potential) are also rooted in the long work of enhancing historical Italian brands such asIchnusa, Messina and Dreher. Birra Moretti - the company recalls - at the time of the acquisition in '96, it produced 0.5 million hectolitres, now it produces 2.7, and for 47% of Italians it is the most representative brand of Italian beer, it is also much appreciated abroad, for example in London 'spines'; from a single type produced today it is declined in 19 varieties.