The best-selling craft beers online in Italy in 2026
A ranking based on real data
Talking about trends in the craft beer world is easy. Doing it with real data is another matter. This article comes from the analysis of orders processed by Maltese Beer between June 2025 and June 2026: over 1,200 orders, more than 17,500 units sold, and customers distributed across 103 Italian provinces. No estimates, no generic market forecasts — real numbers, from our warehouse to your address.
Methodology
The data used in this article come exclusively from Maltese Beer e-commerce orders during the period June 2025 – June 2026. The style classification is based on product tags assigned to the catalog. Values are expressed net of returns and cancellations. Geographic data refer to the shipping province declared by the customer.
The ranking: the best-selling styles online in Italy in 2026
Here is the complete ranking by revenue share, based on our sales data:
| # | Style | Orders | Units sold | Revenue share |
|---|---|---|---|---|
| 1 | IPA (India Pale Ale) | 534 | 2.461 | ~12% |
| 2 | Non-alcoholic Beer / Alcohol-free | 480+ | 1,785+ | ~9% |
| 3 | Gluten-Free Beer | 343 | 1.178 | ~6% |
| 4 | NEIPA | 251 | 697 | ~4% |
| 5 | Trappist Beer | 137 | 490 | ~3% |
| 6 | Hazy IPA | 212 | 560 | ~3% |
| 7 | Session IPA | 232 | 562 | ~3% |
| 8 | Belgian Strong Ale | 169 | 377 | ~2% |
| 9 | Low-alcohol | 180 | 432 | ~2% |
| 10 | Christmas Beer / Birra Natalizia | 107 | 278 | ~2% |
1. IPA: the style that dominates Italian e-commerce
The India Pale Ale is, without question, the most purchased style online in Italy. With 534 orders and a share of about 12% of the total beer revenue in twelve months, it is the benchmark style of the online craft market.
It’s no surprise: IPA is the style that has driven the craft beer revolution across the Western world, and Italy is no exception. The aromatic profile — citrusy, tropical, hoppy, resinous — is immediately recognizable and creates product loyalty that is hard to replicate with other styles.
Within the IPA family, the most requested sub-styles are:
- NEIPA (New England IPA): 251 orders — smooth, low bitterness, very fruity
- Hazy IPA: 212 orders — hazy, aromatic, rapidly growing
- Session IPA: 232 orders — low ABV, ideal for those new to the craft world
Overall, the IPA family (IPA + NEIPA + Hazy + Session) generates over 20% of the entire beer revenue — the dominant segment without rivals.
2. Non-alcoholic beer: the data that surprises everyone
The second segment by revenue is not a traditional style — it is non-alcoholic and alcohol-free beer. With over 1,785 units sold and a share of about 9% of the total beer revenue, this segment has exceeded all expectations and confirms itself as the strongest trend in the Italian online craft market in 2026.
The data is even more significant considering that until a few years ago non-alcoholic beer was perceived as a second-rate product. Today craft breweries produce non-alcoholic beers with the same care and complexity as alcoholic versions, and the market responds.
Who buys non-alcoholic beer online in Italy? Mainly:
- Health-conscious consumers who do not want to give up the pleasure of beer
- Pregnant or breastfeeding women
- Athletes and fitness enthusiasts
- Those who drive but still want to participate in social moments
3. Gluten Free Beer: a niche with real and steady demand
343 orders and a share of about 6% of beer revenue for the Gluten Free category: a result many underestimate, but one that tells a clear story. Those looking for gluten-free beer online have a very high purchase intent — they are not browsing out of curiosity, they are seeking a solution to a specific need (celiac disease, gluten intolerance, gluten-free diet by choice).
This translates into conversion rates above average and a generally loyal customer base that returns to purchase when they find a product that meets their needs.
4. Trappist Beer: few orders, high value
Trappist Beer is not among the top in volume — 137 orders — but has one of the highest average order values in the catalog. Those who buy Trappist beer online know exactly what they want: products with history, rare products, products not found in supermarkets.
It is the segment for collectors, deep enthusiasts, those who gift beer as one would a fine wine.
5. Belgian Strong Ale and Belgian beers: premium and resilient
With 169 orders, Belgian Strong Ale confirms that the Belgian segment maintains a solid base of enthusiasts willing to spend. As with Trappist beers, the average order value is higher than the catalog average.
Where is the most craft beer bought online in Italy?
Geographic data tells a clear story: the online craft beer market is still heavily concentrated in the major cities of the North.
| Province | Orders | Revenue share |
|---|---|---|
| Milan | 178 | ~10% |
| Rome | 147 | ~9% |
| Bologna | 45 | ~4% |
| Genoa | 44 | ~3% |
| Turin | 42 | ~3% |
| Brescia | 42 | ~3% |
| Bergamo | 37 | ~2% |
| Como | 34 | ~2% |
| Naples | 34 | ~2% |
| Modena | 31 | ~2% |
Milan and Rome together represent over 325 orders and about 19% of the total annual revenue. Northern Italy (Lombardy, Emilia-Romagna, Piedmont, Liguria, Veneto) is the dominant market, but Naples confirms itself as the main stronghold in the South with 34 orders, followed by Bari with 23.
The long tail is significant: orders come from 103 provinces out of 107 — the demand for craft beer online is spread across the entire national territory, albeit with very different intensities.
When do people buy craft beer online? The real seasonality
One of the most useful — and least discussed — data points concerns when Italians buy craft beer online. Our data shows a very marked seasonality:
| Month | Orders | Monthly revenue share |
|---|---|---|
| June 2025 | 46 | ~3% |
| July 2025 | 92 | ~5% |
| August 2025 | 79 | ~5% |
| September 2025 | 92 | ~6% |
| October 2025 | 213 | ~16% |
| November 2025 | 320 | ~22% |
| December 2025 | 241 | ~12% |
| January 2026 | 90 | ~5% |
| February 2026 | 80 | ~5% |
| March 2026 | 86 | ~5% |
| April 2026 | 90 | ~6% |
| May 2026 | 123 | ~8% |
The most relevant data: October, November, and December 2025 generated 47% of the annual revenue. November is the absolute peak month with 320 orders — almost 7 times the minimum in June.
FAQ
What is the best-selling craft beer online in Italy in 2026?
IPA (India Pale Ale) is the best-selling style online in Italy in 2026, with over 534 orders recorded by Maltese Beer between June 2025 and June 2026, accounting for about 12% of the total beer category revenue. Within the IPA family, the most requested sub-styles are NEIPA, Hazy IPA, and Session IPA.
Do non-alcoholic beers sell well online in Italy?
Yes. Non-alcoholic and alcohol-free beers represent the second largest segment by revenue in the Italian craft beer e-commerce, with over 1,785 units sold and about 9% of total beer revenue in twelve months. The trend is steadily growing.
What is the best period to buy craft beers online?
Prices do not vary seasonally, but the availability of special and Christmas editions is highest between October and December. This is also the period when demand is highest: November 2025 alone recorded 320 orders on our store, equal to 22% of the annual revenue.
Is gluten-free craft beer available online in Italy?
Yes, and demand is growing. With 343 orders in twelve months, the gluten-free category represents about 6% of Maltese Beer’s beer revenue, with highly loyal customers and strong purchase intent.
Where is the most craft beer bought online in Italy?
Milan and Rome are the main markets, with 178 and 147 orders respectively and a combined share of about 19% of the annual revenue. However, orders come from 103 out of 107 provinces — demand is spread across the entire national territory.
Is it better to buy craft beer online compared to a physical store?
The e-commerce offers a selection impossible to replicate in a physical store: imported beers, limited editions, niche styles like Trappist and Belgian Strong Ale. For those seeking variety and quality, online purchasing is often the only viable option.
Data updated to June 2026. Source: Maltese Beer e-commerce orders, June 2025 – June 2026.
