Craft beer and seasonality: when Italians buy online
A market with very strong seasonality
When it comes to e-commerce, seasonality is often mentioned generically. In the case of online craft beer in Italy, the data tells a very precise story: almost half of the annual revenue is concentrated in three months. Understanding this pattern is essential both for buyers — to not miss limited seasonal editions — and for industry operators.
This article analyzes the seasonality of online craft beer purchases in Italy based on real data from Maltese Beer: over 1,500 orders spread across 13 months, from June 2025 to June 2026.
Methodology
The data refers to Maltese Beer e-commerce orders in the period June 2025 – June 2026. Each order is attributed to the month it was placed. Monthly shares are expressed as a percentage of total annual revenue, net of returns and cancellations. Data does not include B2B or wholesale orders.
Seasonality month by month
| Month | Orders | Units sold | Annual revenue share | Index (average=100) |
|---|---|---|---|---|
| June 2025 | 46 | 742 | ~3% | 38 |
| July 2025 | 92 | 1.314 | ~5% | 76 |
| August 2025 | 79 | 1.282 | ~5% | 65 |
| September 2025 | 92 | 1.058 | ~6% | 76 |
| October 2025 | 213 | 1.303 | ~16% | 175 |
| November 2025 | 320 | 3.094 | ~22% | 263 |
| December 2025 | 241 | 2.441 | ~12% | 198 |
| January 2026 | 90 | 1.377 | ~5% | 74 |
| February 2026 | 80 | 1.314 | ~5% | 66 |
| March 2026 | 86 | 1.258 | ~5% | 71 |
| April 2026 | 90 | 1.862 | ~6% | 74 |
| May 2026 | 123 | 2.269 | ~8% | 101 |
| June 2026 (partial) | 55 | 972 | — | — |
Index calculated on the monthly average of orders (121 orders/month). Partial June 2026 excluded from the index and share calculation.
The golden quarter: October, November, December
The most significant data is clear: October, November, and December 2025 generated 47% of the annual revenue — almost half of the entire turnover in just three months.
Analyzing the three months individually:
- October: 213 orders, ~16% share — the month when the market wakes up. The start of autumn coincides with the return to indoor socializing, the first seasonal beers, and the beginning of early Christmas shopping
- November: 320 orders, ~22% share — the absolute peak. Black Friday, Cyber Monday, and pre-Christmas gift purchases add to organic demand. It is the month with the highest unit volume of the year (3,094 pieces)
- December: 241 orders, about 12% share — still very high, but down from November. Purchases concentrate in the first half of the month to ensure delivery before the holidays
November: 7 times June’s low
To give a sense of the extent of seasonality: November 2025 recorded 320 orders compared to 46 in June 2025 — almost 7 times more. In terms of turnover share, the ratio is even more extreme: ~22% versus ~3%, nearly 8 times.
This variability is among the most marked in Italian food e-commerce and reflects two combined factors: the strong gift component of craft beer and the concentration of promotions in the autumn period.
Summer: better than expected
A fact that surprises many industry operators: July and August are solid months, with about 80-92 orders each and a 5% monthly turnover share. They are not the worst months of the year — that title goes to June.
Why? Three main reasons:
- Summer and seasonal beers: Weizen, Blanche, Saison, and low-alcohol beers naturally peak in summer
- Non-alcoholic beers: the alcohol-free segment has a summer demand above the annual average, driven by those on vacation, driving, or practicing sports
- Birthday gifts and summer occasions: craft beer is an increasingly popular gift even outside the Christmas period
The seasonal low: January-March
The January-March quarter is the weakest of the year, with an average of 85 orders/month and a share of about 5% monthly of the annual turnover. This is the classic post-Christmas effect: budgets exhausted, New Year sobriety resolutions, fewer social occasions.
However, the figure is not dramatic: even in the weaker months, the market maintains a solid base demand, indicating that some customers purchase for regular personal consumption, not just special occasions.
April-May: the spring recovery
April and May show a gradual recovery: 90 orders in April (about 6% share) and 123 in May (about 8% share). Spring brings the first outdoor opportunities, spring seasonal beers, and a general increase in socializing.
May is the first post-winter month to exceed the annual average — a sign that the market is warming up ahead of the autumn peak.
Practical implications for buyers
Knowing the market seasonality is also useful for the buyer:
- Autumn and Christmas limited editions (Christmas beer, seasonal beers, gift boxes) should be purchased by October to ensure availability
- November is the month with the greatest availability of promotions (Black Friday, Cyber Monday) — ideal for stocking up or buying gifts
- Summer and spring are the best times to explore less common seasonal styles, with a wider catalog and less pressure on availability
FAQ
When is the best time to buy craft beer online in Italy?
November is the month with the highest order volume (320 in 2025, equal to 22% of annual revenue) and the greatest availability of promotions. For limited Christmas editions, it is advisable to buy by October. Summer (July-August) is the best time for summer seasonal beers.
Is craft beer sold online during the summer as well?
Yes. July and August record about 80-92 orders per month on Maltese Beer, each with a 5% monthly revenue share. Summer is driven by seasonal beers (Weizen, Blanche, Saison) and the non-alcoholic segment, which has above-average summer demand.
When do craft Christmas beers come out?
Craft Christmas beers (Christmas beer, Winter Ale, spiced beers) are typically available from October. November is the month with the greatest availability, but the most limited editions tend to sell out quickly. It is advisable to purchase by mid-November.
Why is November the month with the most online craft beer orders?
November combines several factors: early pre-Christmas gift purchases, Black Friday and Cyber Monday, maximum availability of autumnal and Christmas seasonal beers, and a general increase in indoor socializing with the arrival of cold weather.
Which month has the fewest online craft beer orders?
June is the month with the fewest orders: 46 in June 2025, compared to 320 in November. The January-March quarter is the weakest of the year, with an average of 85 orders/month and about a 5% monthly share of annual revenue.
Data updated to June 2026. Source: Maltese Beer e-commerce orders, June 2025 – June 2026.
