The 2nd edition of the Beer Information Center (CIB), published by AssoBirra as an updated report on the Italian brewing sector, paints a dynamic picture focused on a balance between sustainability, innovation, and new consumption habits.
1. Sustainability at the heart of choices
More than 75% of beer consumers consider sustainability a decisive driver in their purchasing decisions. Citizens no longer settle for generic statements: over three-quarters of respondents demand concrete actions and transparent evidence in corporate environmental policies.
Generations show different sensitivities:
– Generation Z considers sustainability “very important” in 30% of cases, with strong attention to eco-friendly packaging (43%) and workplace health (24%).
– Millennials prefer clean energy (37%).
– Gen X emphasizes soil protection (56%) and local, seasonal production (47%).
2. Corporate perception and awareness
77% of respondents find breweries’ sustainable commitment credible, while only 59% perceive real consistency between communication and practical corporate actions. In particular, only 41% of Gen X considers transparent communication very important, compared to 33% of Gen Z and 27% of Millennials.
3. Responsible consumption and willingness to pay more
40% of Gen Z states they have chosen sustainable beers, compared to 29% of Millennials and 25% of Gen X.
More than half of the sample would be willing to pay up to 10% more for sustainable beers; Gen Z, at 27%, is ready to spend up to 20% more. The main drivers are sustainable agriculture (42%) and eco-friendly packaging (37%) – while for Gen X the first aspect reaches 50%.
4. Summer consumption: light and local beer
According to ANSA data referring to CIB, 31% of consumers prefer light beers in summer: the choice is strongest among Millennials (38%), followed by Gen Z (30%) and Gen X (25%).
65% consider a fresh, thirst-quenching, and delicate taste very important, while 29% favor low alcohol content and 26% low calories.
Non-alcoholic beer is positively rated: 25% of Gen Z always consumes it, while 53% of the sample considers it depending on the occasion.
In outdoor summer settings, local beers capture 78% of preferences, with a focus on young people and Millennials. The most popular format remains draft beer (48%), particularly appreciated by Gen X and Millennials.
5. Emerging languages: Gen Z and new styles
Andrea Turco’s article on Cronache di Birra introduces key concepts such as mindful drinking, zebra striping, and the value focus of Gen Z. Gen Z alternates alcoholic and non-alcoholic drinks (“zebra striping”) to drink responsibly and enjoy the social experience in a balanced way, without excess.
Final considerations
The AssoBirra CIB report offers an updated snapshot of the Italian beer sector, highlighting three main trends:
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Sustainability as a strategic choice, not decorative,
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Responsible consumption and willingness to reward value,
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Changes in language and habits, especially among younger people.
The analysis provides a platform and future vision: the beer sector must continue to invest in transparency, credibility, and innovation to meet the demands of an increasingly attentive, informed, and no-alcohol-oriented consumer.
The full report is available on the AssoBirra website: “II CIB Assobirra 2025”.
Source: AssoBirra – Beer Information Center, 2025 report; commentary by Andrea Turco, Cronache di Birra
