In recent years, beer consumption in Italy has seen a significant overall increase, with growing attention towards craft beers. This trend reflects a change in consumer habits, who increasingly seek unique experiences and high-quality products: for example, according to a survey by Bva Doxa and AssoBirra, beer has become a central element for the growth of food and wine tourism in Italy. Just consider that over 71% of Italians plan their holidays or weekend getaways around discovering local foods and beers, especially young people: Generation Z stands out for a strong interest in this type of beer-themed itineraries (76%), followed by Millennials (72%).
Globally, the beer sector is expected to grow further: a Technavio study, cited by Forbes USA, forecasts a global sector growth of over 148.4 billion dollars between 2024 and 2028, with a compound annual growth rate of 3.7%. This expansion is driven by increased demand in emerging economies and a series of strategic acquisitions that have consolidated the presence of several large companies in the market.
In the European context, Italy is gaining an increasingly important role in the brewing landscape: according to the Beer Image Tracker research, promoted by Brewers of Europe, Italy has consistently ranked among the top four countries for beer reputation over the past five years. This success is accompanied by an increase in beer-related events and beer tourism, with nearly 60% of Italians attending summer beer festivals and one-third choosing tours of historic breweries.
The desire for discovery and conviviality, combined with a connection to local culture and traditions, continues to drive this sector. But let's explore the essential differences between craft beer and industrial beer, and why you should prefer craft beer.
How is craft beer produced compared to industrial beer?
Craft beer production is clearly distinguished from industrial production by the choice of ingredients, processing techniques, and the size of the breweries.
To be defined as "craft," a brewery must meet some specific criteria, the three main ones being:
- annual production must not exceed 200,000 hectoliters;
- the brewery must be independent and not part of large industrial groups;
- pasteurization or filtration processes cannot be used.
The difference in ingredient selection is also fundamental. Craft breweries carefully select raw materials, prioritizing the organoleptic and nutritional qualities of the final product and, where possible, favoring km0 or local products. In contrast, industrial production often aims to maximize yields and standardize flavor, resorting to additives and raw material substitutes.
Moreover, craft beers are still produced in small batches, respecting natural fermentation times and without forcing the processes. This approach allows for a richer and more complex product in terms of taste and aroma, obviously in smaller quantities. Industrial beers, on the other hand, are produced in large quantities and faster times, often accelerating many processes chemically to meet market demand.
What makes craft beers better than industrial ones
Craft beers are considered superior to industrial ones for several reasons, starting with the care in selecting raw materials. Each ingredient is chosen to create a beer that not only satisfies the palate but also respects the territory, local traditions, and the parameters of the beer style to be reproduced. This results in beers with unique and variable flavors, influenced by seasons and raw material availability.
Craft beer recipes are also often more flexible and creative than industrial ones. While industrial beers tend to maintain a standardized recipe to ensure a uniform taste, craft beers can vary significantly from batch to batch, thanks to small and large adjustments during production. This aspect makes every craft beer a unique experience, similar to a gourmet dish where every element is carefully crafted.
Another distinctive element is the "vitality" of the product. Craft beers are often considered dynamic, evolving beverages. Being neither filtered nor pasteurized, they retain a complexity of flavors and aromas that makes them particularly interesting for true enthusiasts and beyond. Industrial beers, instead, are pasteurized and filtered to ensure longer shelf life and greater product stability, but at the expense of organoleptic complexity.
We have no doubt when choosing between craft or industrial beer… and we bet you always choose craft beer with your eyes closed, otherwise you wouldn’t be reading this article in our Magazine!
