Where craft beer is most consumed online in Italy
A map based on real purchase data
Which Italian provinces buy the most craft beer online? Instead of relying on surveys or market estimates, we directly analyzed our orders: over 1,200 shipments made by Maltese Beer between June 2025 and June 2026, distributed across 103 out of 107 Italian provinces. The result is the most accurate map available on online craft beer consumption in Italy.
Methodology
The data refers to Maltese Beer e-commerce orders in the period June 2025 – June 2026. The province is the shipping province declared by the customer at the time of the order. Revenue shares are expressed as a percentage of the annual total, net of returns and cancellations. B2B or wholesale orders are not included.
The complete ranking: the provinces that buy the most craft beer online
| # | Province | Orders | Units sold | Revenue share |
|---|---|---|---|---|
| 1 | Milan | 178 | 1.942 | ~10% |
| 2 | Rome | 147 | 1.923 | ~9% |
| 3 | Bologna | 45 | 647 | ~4% |
| 4 | Genoa | 44 | 691 | ~3% |
| 5 | Turin | 42 | 479 | ~3% |
| 6 | Brescia | 42 | 486 | ~3% |
| 7 | Bergamo | 37 | 422 | ~2% |
| 8 | Como | 34 | 451 | ~2% |
| 9 | Naples | 34 | 402 | ~2% |
| 10 | Modena | 31 | 277 | ~2% |
| 11 | Monza and Brianza | 30 | 206 | ~2% |
| 12 | Padua | 29 | 292 | ~2% |
| 13 | Alessandria | 29 | 405 | ~2% |
| 14 | Forlì-Cesena | 28 | 329 | ~2% |
| 15 | Florence | 27 | 563 | ~2% |
| 16 | Pavia | 25 | 254 | ~2% |
| 17 | Bari | 23 | 384 | ~2% |
| 18 | Vicenza | 23 | 246 | ~1% |
| 19 | Varese | 23 | 197 | ~1% |
| 20 | Trento | 22 | 208 | ~2% |
Milan: the Italian capital of online craft beer
Milan is the number one market with 178 orders and about 10% of the total annual revenue from a single province. This is not surprising: Milan is the Italian city with the highest density of beer bars, craft breweries, and consumers with a high propensity to spend on premium products.
The data on units sold is equally significant: 1,942 units shipped to Milan in twelve months, with an average order of about 11 bottles. A profile of an enthusiast, not an occasional buyer.
Rome: the second market, with a different profile
Rome follows with 147 orders and about 9% of the annual revenue — almost identical to Milan in share, but with a lower number of orders. This means a higher average value per order: Romans who buy craft beer online tend to purchase larger packs or premium products.
Rome is also the main market in the Center-South, with a clear lead over Naples (34 orders) and Florence (27 orders).
The North dominates, but the South is growing
Looking at the ranking as a whole, the pattern is clear: the top 15 provinces by orders are almost all in Northern Italy. Lombardy alone — with Milan, Brescia, Bergamo, Como, Monza and Brianza, Pavia, Varese — generates over 400 orders and more than 20% of the annual revenue.
However, the South shows interesting growth signs:
- Naples: 34 orders — leading market in the South, in line with Northern provinces like Como and Brescia
- Bari: 23 orders — high average order value, enthusiast profile
- Palermo, Catania, Salerno: present in the long tail with regular orders
Penetration in the South is still limited, but demand exists and is growing. It is a market to watch.
Emilia-Romagna: the most homogeneous region
While Lombardy is the region with the highest absolute volume, Emilia-Romagna is the one with the most even distribution: Bologna (45 orders), Modena (31), Forlì-Cesena (28), Parma and Reggio Emilia at the tail end. A region with a strong gastronomic culture and a natural inclination towards quality food products.
The most surprising fact: 103 provinces out of 107
The statistic that best describes the market status is this: orders come from 103 Italian provinces out of 107. Only 4 provinces have not yet placed an order during the analyzed period.
This means that the demand for craft beer online is a national phenomenon, not just metropolitan. Even small provinces like Caltanissetta, Benevento, or Ascoli Piceno have customers who search for and buy craft beer online. The barrier is not demand — it is awareness of the offer.
Who spends the most per order?
An interesting fact concerns the average order value by province. Some provinces with few orders show an average value above the mean, indicating buyers with a high spending propensity:
- Florence: highest average order value among the top 20 provinces — premium profile
- Turin and Alessandria: high average value, above the national average
- Bari: South with a high spending propensity per unit ordered
Milan and Rome, while leading in volume, have an average order value within the norm, indicating a broader and more diverse customer base.
FAQ
Which Italian city buys the most craft beer online?
Milan is the Italian province with the highest number of online craft beer orders: 178 orders recorded by Maltese Beer between June 2025 and June 2026, accounting for about 10% of total annual revenue.
Is craft beer also bought online in Southern Italy?
Yes. Naples is the leading market in the South with 34 orders, followed by Bari with 23. Overall, orders come from 103 out of 107 Italian provinces, including southern provinces like Palermo, Catania, and Salerno.
Which Italian region buys the most craft beer online?
Lombardy is the region with the highest absolute volume, with over 400 orders generated by the provinces of Milan, Brescia, Bergamo, Como, Monza and Brianza, Pavia, and Varese, accounting for more than 20% of the annual revenue. Emilia-Romagna is the region with the most evenly distributed orders among its provinces.
How much do Italians spend on average for craft beer online?
The average order value varies by province. Florence has the highest average value among the top 20 provinces, followed by Turin and Alessandria. Milan and Rome are around the national average, with a broader and more diverse customer base.
Does Maltese Beer ship throughout Italy?
Yes. Maltese Beer ships craft beer throughout Italy. From June 2025 to June 2026, we fulfilled orders in 103 out of 107 provinces, with regular deliveries both in major cities in the North and in provinces of the South and the islands.
Data updated to June 2026. Source: Maltese Beer e-commerce orders, June 2025 – June 2026.
