The craft beer sector is a dynamic industry: after a 2024 marked by challenges and confirmations, what awaits us in 2025? We have just been at the Brewer of the Year event in Florence and soon we will be key players at the Beer & Food Attraction in Rimini, ready to share our views and continue monitoring the market trends.
The goal of this in-depth analysis is to provide an overview of the sector's performance and new trends, with a final focus on our internal data: your data, those of the users of our e-commerce Maltese.beer. Many interesting insights have emerged… it's worth reading until the end of the article!
2024: a year of contrasting dynamics
2024 was a year of ups and downs for the Italian craft beer world. According to findings from Filiera Birra 2024, on one hand there was greater awareness and attention to quality and craftsmanship among consumers, increasingly oriented towards premium products; on the other hand, the market faced several difficulties, with a contraction in production, consumption, and exports.
Assobirra data shows a 5.85% drop in consumption and a 5.02% decrease in production compared to 2022, a negative trend influenced by various factors, including rising raw material costs and the burden of excise duties. The situation was further complicated by increased imports, due to the greater competitiveness of foreign beers with lower taxation.
Despite these difficulties, it is interesting to note that consumers showed a strong preference for beers made with Italian ingredients. A 2024 survey revealed that 60% of respondents prefer beers with Italian hops and barley malt, and 46% pay great attention to sustainability. The Horeca channel, meaning the Hotel, Restaurant, and Catering sector, remains a pillar, generating 65% of the total market value. In our opinion, digital is growing significantly and will increasingly become a central channel for the sector's development.
Regarding beer styles, IPA remained the best sellers in 2024, representing 35% of total sales. Another significant trend is the growing interest in beer tourism, a growth opportunity for Italy thanks to its local beer history and tradition.
2025, between incentives and new consumption trends
2025 looks like a transitional year, marked by challenges to face but also interesting opportunities to seize. The reduction of excise duties to 2.97 euros per hectoliter per degree Plato, recently approved by the Agriculture Committee at the Chamber of Deputies, could provide some relief to the sector. This measure, along with discounts for craft breweries up to 60,000 hectoliters, aims to make the market more competitive.
Specifically, small breweries will benefit from a 50% reduction in excise duty for production up to 10,000 hectoliters, 30% for production between 10,000 and 30,000 hectoliters, and 20% for production between 30,000 and 60,000 hectoliters. The expected inflation reduction should also bring benefits to interest rates and household spending power.
Regarding consumer tastes, growth is expected in more accessible styles, such as German and Czech-style Lagers, and hopped beers modeled on the American West Coast style, as well as low-alcohol products. This is a trend we at Maltese have observed for some time: low-alcohol and no-alcohol beer has strongly entered Gen Z consumption, focusing on combining wellness and health with the taste of one of the most beloved beverages. Another factor not to be underestimated is the impact that the new road code could have on alcohol consumption, including beer, further encouraging the production of low-alcohol beers.
And Maltese’s data? Insights from our users’ behavior
Maltese confirms itself as a reference point for lovers of quality beer: but who are you, our loyal customers? In 2024, the e-commerce recorded a good gender balance among buyers, with 45% of purchases made by women and 55% by men, a figure that confirms a growing female passion for craft beer, which makes us very happy!
And the most active cities in orders? The top were Milan (10%), Rome (8%), Genoa and Brescia (5% each), and finally Turin (4%).
We also confirm the general market data on the most appreciated style: Maltese users also love IPA, which occupy the top ten spots among the best-selling beers on our e-shop. You also appreciated the tasting boxes, curated by our beer sommeliers, perhaps because they are so practical: suitable both for those who know exactly what they want and for those who are less familiar with beers and want to try a guided experience.
Contrary to the common belief that beer is only a summer drink, the months of November and December were the busiest for purchases, with 35% of annual sales thanks to initiatives like Black Friday and Christmas offers.
