The Italian Beer Supply Chain is Worth 10 Billion
Italian beer is not just a matter of taste. It is an economic system that generates over 10 billion euros a year and supports more than 112,000 jobs, from agriculture to distribution. This emerges from AssoBirra's 2025 Annual Report, the most up-to-date snapshot of a transforming sector.
Discover Italian craft beers on Maltese →
A Stable Market That’s Changing
The Italian market remains above 21 million hectoliters, still below the 2022 peak (22.5 million). But the quantitative data tells only part of the story. What’s changing is consumer behavior: people drink less, but choose better.
Inflation and stagnant incomes have reshaped household spending. In the brewing sector, this translates into less frequent consumption accompanied by a growing search for quality, authentic experiences, and a more conscious approach to drinking. The concept guiding this evolution is summed up by AssoBirra in a precise formula: “drink less, drink better”.
The Growth of Non-Alcoholic and Low Alcohol Beers
The most significant trend in recent years is the structural growth of beers with low or no alcohol content. The market share of low and no alcohol beers rose from 2.1% to 3.9%, a 79% increase compared to the pre-pandemic period.
For AssoBirra, this is not a passing fad. The qualitative improvement of these products has made them appealing even to regular consumers, not just those who avoid alcohol by choice or necessity. A structural change that reshapes the offer and opens new market opportunities.
Explore non-alcoholic and low alcohol beers on Maltese →
Taxation and Regulatory Stability: The Sector’s Requests
The excise reductions planned for 2026-2027 are welcomed, but AssoBirra calls for a long-term strategy. According to president Federico Sannella, taxation “must fit within a strategy that brings together agricultural production, industrial processing, distribution, and consumption.”
The goal is to recognize the brewing supply chain as an integrated system, not as a sum of separate sectors. Regulatory stability and fiscal predictability are considered necessary conditions to support investments.
Sustainability: Not Just Environment, But Competitiveness
ESG transition is one of the central themes of the report. For AssoBirra, sustainability is not only about environmental protection but is a lever to strengthen business competitiveness. Priorities include circular economy, packaging management, emission reduction, energy efficiency, and sustainable use of agricultural resources.
The European regulatory framework on packaging is identified as one of the main factors that will guide investments in the coming years.
The Agricultural Supply Chain: Towards Italian Barley
A specific chapter is dedicated to developing an Italian supply chain for brewing barley. The goal is to reduce dependence on imports, increase traceability, and enhance national production through short supply chain models.
The challenges are well known: limited availability of Italian two-row barley, effects of climate change, cost pressures. The sector’s responses include agronomic research, varietal selection, digitalization, and advanced traceability systems.
Gender Equality and Gen Z: The Future of the Sector
Among the most innovative aspects of the report is the theme of inclusion. Thanks to collaboration with the Association Le Donne della Birra, AssoBirra highlights the ongoing difficulties in female representation in the sector: a significant portion of survey participants report having faced gender-related obstacles.
On the generational front, the report emphasizes the growing role of Gen Z, increasingly attentive to sustainability and social responsibility. A significant share of young people considers these aspects decisive in purchasing decisions and is willing to assign greater value to products perceived as sustainable.
Beer and Gastronomy: An Increasingly Strong Pairing
The role of beer in Italian gastronomic culture is consolidating. Beer is now complementary to wine and increasingly present in food pairings, thanks to the variety of styles and the growing spread of beer culture in restaurants.
This signals that the market is measured not only in hectoliters but in awareness: that of producers, restaurateurs, and consumers who choose beer as an experience, not just a beverage.
Discover the Maltese catalog: selected craft beers, shipping in 24-48h →
