Italy's beverage market eyes premium growth and low‑alcohol surge for summer 2026

Partesa, the Heineken‑group company that supplies and advises the on‑premise beverage sector in Italy, projects that the summer 2026 out‑of‑home market will be driven by more selective spending, a rising demand for premium products and an expansion of low‑ and no‑alcohol options. Consumers are expected to favor daytime and aperitivo occasions, with a stronger focus on quality, regional identity and terroir.

Beer consumption in Italy has risen over 20 % in the past decade and remains a key pillar, especially in draft and premium formats. The non‑alcoholic segment is among the fastest‑growing, with market share climbing from 2.1 % to 3.9 % between 2024 and 2025 – an 85 % increase in one year. Popular brands include Heineken 0.0, Birra Moretti Zero, Birra Messina Note di Melograno and Ichnusa Metodo Lento. In wine, the trend points to Italian white varieties and a revival of denominations and single‑varietal wines that highlight territory. Spirits are entering a maturity phase, showing modest value growth and a clear split between premium‑driven choices and price‑sensitive options.

Geopolitical tensions and a cautious macro‑economic outlook have slowed early‑year growth, but the summer tourism season could boost consumption, especially if more Italians stay in‑country for holidays.