Italian beverage exports see shifts in UK and US markets

Italian beverage exports are experiencing a shift in consumer preferences across major international markets. In the United Kingdom, Italian-style lagers and Pilsners are gaining popularity in pubs, increasingly displacing traditional high-fermentation Ales. Brands such as Peroni and Birra Moretti, along with Poretti and Menabrea, have become prominent as consumers move toward lighter, Mediterranean-style beers.

In the United States, a different trend is emerging amidst a challenging economic landscape. While alcoholic exports like wine, spirits, and beer have faced significant declines—partly due to tariffs—Italian mineral water and non-alcoholic soft drinks saw a robust growth of 11.1%. This shift is driven by a growing American preference for premium positioning and high-quality non-alcoholic options, even as overall agro-food exports to the US have decreased.