Italian beer sales dip as low‑alcohol varieties gain market share

In 2025 Italy’s beer sector saw overall production and consumption fall by about 2.5% to roughly 21 million hl, with exports down 6%, according to Assobirra’s annual report. Despite the downturn, the low‑ and no‑alcohol segment expanded sharply, rising from 2.1% of total sales in 2024 to 3.9% in 2025 – an increase of more than 85%.

The industry still generates over €10 billion in shared value and employs more than 112 000 workers. Federico Sannella, president of Assobirra, highlighted the need to revive out‑of‑home consumption and strengthen the horeca ecosystem, noting that “beer continues to be a symbol of Italian conviviality.” Sustainability and short‑supply‑chain initiatives are also being pursued, with a focus on national raw materials, eco‑friendly packaging and greener production.

Overall, the market is described as resilient, adapting to changing consumer preferences toward healthier, lower‑alcohol options while maintaining its role in tourism, hospitality and regional economies.