the beer market

The size of the global beer market has been estimated at USD 821.39 billion in 2023 and is expected to grow from USD 851.15 billion in 2024 to USD 1,172.13 billion by 2032, with a compound annual growth rate (CAGR) of 4.03% during the forecast period.Europe dominated the beer market with a 33.77% market share in 2023. Beer is one of the most popular beverages globally compared to any other alcoholic beverage and is gaining immense popularity, especially among Millennials and Generation Z, due to its various formulations, varieties, and flavor offerings.

Between 2023 and 2029, the value of the European beer market shows steady growth, rising from $277.38 billion to $372.99 billion. The compound annual growth rate (CAGR) of 5.06 percent confirms that the value of the European beer market between 2023 and 2029 increases steadily and sustained. This growth rate is consistent with the 34.5 percent increase observed during the period. Alcoholic beverages play an important role in all European countries and are an integral part of the region's culture, heritage and nutrition. The European Union is one of the leading beer-producing areas in the world.the alcohol industry in Europe is a diverse sector, composed mainly of small and medium-sized enterprises, including microbreweries and breweries that operate locally, regionally or nationally.

From 2023 to 2029, the Italian beer market is projected to grow steadily, with an overall increase of about 35 percent and a compound annual growth rate (CAGR) in line with that of Europe of just over 5 percent. Per capita consumption of beer in Italy has increased significantly, rising by more than 11 percent, showing a growing interest among consumers and a positive market trend. As for the market, the number of companies active in beer production in Italy has grown significantly, showing an increase of 76.5 percent in six years, as well as the number of employees operating with an increase of 25,2%.

Data on average monthly household spending on beer in Italy show significant geographic variation. Households in the Northeast and Northwest record the highest spending, at 7.38 euros, while in the South and Islands spending is slightly lower, standing at 7.28 euros. The Center stands out with the lowest expenditure, at 6.45 euros, a difference of 12.6 percent from the northern regions.

In 2023, Lombardy emerges as the region with the highest number of beer consumers aged 11 and older in Italy, with 4531, followed by Lazio (2624) and Veneto (2301). Smaller regions such as Valle d'Aosta and Molise record the lowest figures, with 62 and 148 consumers, respectively. In the South, Campania (2478) and Sicily (2102) show significant numbers, while regions such as Calabria (918) and Basilicata (225) have lower consumption. This suggests a distribution of beer consumption related to both population and cultural and socioeconomic factors.

In the period between October 2022 and October 2024, the trend of online beer searches in Italy shows an interesting evolution. Starting from an index of 63 in October 2022, there is a decrease to 48.25 in December of the same year, followed by a gradual recovery in the following months. The summer of 2023 marks a peak, with the index reaching 84.4 in August, then declining slightly in the fall months. A similar behavior is seen in 2024, with a new summer peak of 81 in August. Overall, comparing October 2022 (63) with October 2024 (60.2), there is a 4.4 percent decrease in the search index. The numbers represent search interest relative to the highest point on the graph in relation to the region and period indicated. A value of 100 indicates the highest search frequency of the term, 50 indicates half of the searches. A score of 0, on the other hand, indicates that not enough data were found for the term.

Trends in online searches for beer

Italy, 2022-2024, index

Google Trends, Businesscoot elaboration

The beer market is undergoing a significant transformation, driven by changes in consumer preferences and an evolution in producers' offerings.

1. Growth of craft and independent beers

• Craft beers continue to gain popularity, especially among younger consumers and so-called "beer enthusiasts." Demand is shifting toward locally brewed beers with a strong focus on quality, natural ingredients, and a variety of styles. Craft breweries are experimenting with innovative recipes and bold flavors, often related to local cultures or traditions. This has created a dynamic and fragmented market, where small, independent breweries compete with big brands, trying to distinguish themselves with storytelling tied to the local area.

2. Low-alcohol and non-alcoholic beers

• With an increasing focus on health and wellness, the demand for low-alcohol and nonalcoholic beers is rising sharply. Many consumers, particularly in younger generations such as millennials and Gen Z, are opting for products that allow them to enjoy the taste of beer without the effect of alcohol. Manufacturers are investing in new technologies to improve the taste of non-alcoholic beers, making them more similar to traditional versions in terms of taste experience.

3. Sustainability and environmentally friendly packaging

• Consumers are increasingly concerned about the environmental impact of the products they buy, and this is also reflected in their choice of beers. There is a growing demand for beers brewed using sustainable methods, using organic or local raw materials, and reducing the use of resources such as water and energy during the brewing process. Packaging is also undergoing a transformation, with an increased emphasis on the use of recyclable or biodegradable materials, such as aluminum cans or reusable glass bottles.

4. Innovation in flavors and alternative ingredients

• Beer consumers are increasingly open to new taste experiences. This has prompted breweries to experiment with unconventional ingredients such as exotic fruits, spices, flowers, and even vegetables. Flavored beers, such as sour beers and fruit beers, are growing in popularity. In addition, there is growing interest in beers fermented with wild yeasts, such as Belgian Lambic-style beers, which offer complex and distinctive flavor profiles.

5. Growth in gluten-free and special dietary needs beers

• With the rise of gluten-free diets and food intolerances, gluten-free beers are becoming increasingly relevant. This once limited niche market is growing rapidly, with a wide range of styles and flavors now available. This trend is also responding to a growing segment of consumers looking for products suitable for specific diets, such as vegan or low-sugar.

6. Premium and personalized experiences

• Many consumers are willing to pay more for premium beers, with an emphasis on high-quality products, elegant packaging, and unique drinking experiences. The market is seeing a growing demand for "limited edition" or storytelling beers that convey a sense of exclusivity. In addition, customization services are developing, such as the ability to order custom-created beers for specific events or to create custom labels.

7. Increased online sales and home delivery

• Pandemic has accelerated the shift toward online sales, and this trend looks set to continue. More consumers prefer to purchase beer through digital platforms, taking advantage of a wide selection and home delivery options. Breweries and retailers are investing in e-commerce, creating engaging digital experiences and offering subscriptions for regular home delivery of beers.

8. Internationalization of tastes

• With increased travel and globalization, consumers are exploring beer styles from other parts of the world. Asian, African, and South American beer styles are gaining ground, and there is an increased openness to beers with global cultural influences. This trend also leads to collaborations between breweries from different countries and greater diversity in global offerings.

9. Collaborations and limited editions

• Collaborations between craft breweries or between breweries and other food & beverage companies have become a common phenomenon. These partnerships often lead to the creation of limited-edition beers, which attract collectors and enthusiasts eager to try something unique. These partnerships can also include companies from other sectors, such as coffee, chocolate or even spirits, offering multidisciplinary taste experiences.

1. Procurement ofraw materials: Acquisition of key ingredients such as barley, hops, yeast and water.
2. Malting: Barley is transformed into malt through soaking, germination and drying processes.
3. Brewing: Malt is mixed with water, boiled with hops and fermented with yeast to produce beer.
4. Packaging: The beer is filtered, carbonated and packaged in bottles, cans or kegs.
5. Distribution: Beer is transported from the brewery to wholesalers, retailers and restaurants.
6. Marketing and Sales: Branding, promotions and advertising to sell beer to consumers.
7. Retail and Consumption: Beer reaches end consumers through supermarkets, bars, and restaurants.

Diagram of production of one hectoliter of beer

1. Raw materials:

• Malt: 12 kg
• Water: 300 L
• Unmalted cereal: 4 kg
• Hops: 0.26 kg
• Yeast: 790 g (concentration 10% dry)

2. Preparation process:

• The raw materials are placed in the mash tun and the grain mash boiler, where saccharification takes place.
• Next, the wort is filtered and boiled in the brewing boiler.
• Wort production: 74 L of wort is obtained.

3. Waste and use of by-products:

• During the process, trebbie (16 kg) is produced, which can be used as animal feed.

4. Fermentation:

• After cooling the wort, fermentation and maturation take place.
• The yeast is collected (1.6 kg) and can be used for other uses in the food industry.

5. Packaging stage:

• After fermentation, the beer is transferred to bottles or tanks in the cellars and then filtered.
• It is then bottled and packaged in various formats: kegs, returnable bottles, non-returnable bottles, and cans.

6. Energy consumption:

• To produce one hectoliter of beer in Italy, energy consumption is about 95 MJ (~7 kWh).
• Total water used is 420 L, with total grain of 16 kg, yeast of 0.8 kg, and hops of 0.3 kg.

The main companies in Italy are as follows:

• Heineken: Founded in 1864 in Amsterdam by Gerard Adriaan Heineken, it is one of the world's leading brewing companies. The company owns more than 165 breweries in more than 70 countries, and is best known for its light lager beer. Among its most famous brands are Amstel, Desperados, Sol, and Birra Moretti. It developed its unique A-Yeast yeast in 1886, which is a key element in the beer's distinctive taste, with delicate fruity notes. Despite its global expansion, it continues to maintain strong ties to its origins as a family business.

• Birra Peroni: It is a historic Italian company established in 1846 by Francesco Peroni in Vigevano, Lombardy. Over time, the company has become one of the most important in the Italian brewing industry. In 1864, Giovanni Peroni, the founder's son, moved production to Rome, contributing to the brand's expansion. Today it is part of the Asahi Group, after being acquired in 2016. The company's flagship product is Peroni Nastro Azzurro, a pale lager beer inspired by the "Nastro Azzurro," an award won by the Italian ocean liner SS Rex in 1933. In addition to Peroni Nastro Azzurro, the product range includes other variants such as Peroni Gran Riserva and Peroni Crystall.

• Forst Beer: Founded in 1857 in Lagundo, South Tyrol, it is one of the oldest breweries in Italy. The company, which is still family-owned, is known for its strong connection to the land and respect for nature. Using high-quality spring water from the surrounding mountains, Birra Forst is renowned for producing high-quality beers such as Forst Premium, Kronen and Sixtus. With an annual production of about 700,000 hectoliters, it mainly serves the Italian market and also owns the historic Menabrea Brewery, acquired in 1991.

• Carlsberg: Founded in 1847 by J.C. Jacobsen in Copenhagen, it is one of the world's largest brewing companies. Its best known beer is Carlsberg Pilsner, but the company also produces other well-known brands such as Tuborg, Kronenbourg 1664, and Somersby. It pioneered the science of brewing, establishing the Carlsberg Laboratory in 1875, where significant advances were made, such as the discovery of the yeast Saccharomyces carlsbergensis and the development of the pH scale. The company is known for its philanthropic activities, supported by the Carlsberg Foundation, which funds scientific and cultural research. It has a global presence, with main operations in Europe, Asia and Africa, and produces both alcoholic and non-alcoholic beverages.

• Birra Castello: Established in 1997 in San Giorgio di Nogaro, it quickly gained a prominent place in the Italian beer scene, capitalizing on the local brewing tradition. The brewery acquired the historic Pedavena plant in 2006, enriching its experience and production capacity. It currently produces beers such as Castello Premium Lager, Superior, and Dolomiti, known for their quality and eco-sustainable approach. has implemented several environmental initiatives, such as rail transportation to reduce CO2 emissions. In 2023, the company sold the San Giorgio di Nogaro plant to the Danish Royal Unibrew group, while maintaining and enhancing production at the Pedavena plant.

• Menebrea Beer: Founded in 1846 in Biella, Piedmont, it is the oldest brewery in Italy still in operation. With more than 175 years of history, the beer is brewed using traditional low-temperature fermentation techniques and high-quality raw materials, including pure water from the Biella Alps, which imparts a unique flavor. The brewery is famous for its two main varieties: Menabrea Bionda, a light lager with a balanced and light flavor, and Menabrea Ambrata, an amber lager with a more complex and robust taste, with notes of caramel and toffee. is still run today by the Thedy family, heirs of the founders, and produces about 100,000 hectoliters of beer annually, with a significant portion destined for export to several countries. The beer is matured for six weeks in the plant's underground cellars, keeping the original process unchanged for more than a century.

• Amarcord Beer: Founded in 1997 in Rimini, Emilia-Romagna, it takes its inspiration from Federico Fellini's famous film and represents Italian craftsmanship. The brewery is distinguished by its use of high-quality raw materials, including spring water from Mount Nerone. Among its best-known beers are Gradisca, a light lager, and Volpina, a red ale.

• Birrificio del Ducato: Established in 2007 in Roncole Verdi, in the province of Parma, it is one of Italy's most award-winning craft breweries and has earned both national and international recognition. it is known for its innovative production, ranging from traditional unfiltered and unpasteurized beers to experimental beers, often aged in barrels. Among its most popular beers are Viaemilia, a pilsner with a fresh, balanced taste, and Verdi Imperial Stout, a full-bodied stout with notes of roasted malt and chocolate. In 2016, Birrificio del Ducato became part of the Duvel Moortgat Group, which acquired 70 percent of its shares in 2018.

• Birra Del Borgo: On the market since 2005 thanks to Leonardo Di Vincenzo in Borgorose, Lazio, it has quickly established itself as one of Italy's leading craft breweries. The brewery is known for its ability to combine tradition and innovation, creating high-quality beers using local ingredients, such as spelt grown on the Duchessa Mountains. Among its most famous beers are ReAle, an amber IPA inspired by English India Pale Ales, and Duchessa, a saison with a floral and fruity flavor. is also notable for its experimental beers, such as Equilibrista, a blend of beer and Sangiovese wort. In 2016, Birra del Borgo was acquired by the giant AB InBev.

• Semedorato Beer: It is a Sicilian brewery founded in 2014 in Sommatino, in the province of Caltanissetta. It stands out for producing premium beers made from pure barley malt, using local ingredients such as water from the Madonie Mountains and a careful selection of aromatic hops. The best-known beer is Semedorato Premium Lager, an aromatic and fruity-tasting blonde with 5 percent alcohol, which won the 2015 Cerevisia Award as the best lager in Southern Italy. In addition to the lager, the brewery also produces other beers such as Golden Seed, a red double malt that won first prize at the World Beer Awards in London in 2017, and Himera, a craft beer that reflects the flavors of the Mediterranean.

Consumer price index of Beer [0213] for the whole community (base 2015=100) - monthly data

Italy, 2022-2024, index

Istat

Consumer price index of Beer [0213] for the whole community (base 2015=100) - annual averages

Italy, 2016-2023, index

Istat

Over the period 2022-2023, Italy recorded an average price growth of 8.8 percent. Food showed an increase of 9.5 percent, followed by non-alcoholic beverages with an increase of 7.4 percent. Alcoholic beverages had a growth of 3.2 percent, while tobacco showed a minimal increase of 0.2 percent. Compared with the overall index, foodstuffs showed a higher change, while alcoholic beverages and tobacco had significantly lower growths.

% change in average price growth

Italy, 2022-2023, in %

ISMEA

Following the categorization of beers into premium, mid-priced and economy, a striking price difference can be observed. In fact, premium beers can cost up to fourteen times more than economy beers-for example, Weissbier/Weizen/Wheat Beer EUR15.15 per liter versus Alpen 7 Plato EUR1.09 per liter.

Source: Price Finder

The most popular sizes for domestic beers are the 330ml or 660ml, both alone or in a 3- or 6-pack; while for imported beers the most popular seems to be the 500ml.

In terms of packaging type, glass bottles outperform the other two categories, capturing 83.5 percent market share. Kegs are a popular option mainly for on-trade, while cans do not even hold 5 percent of the market.

Packaging	Share	Image
Glass bottle	83,5%
Drum	11,6%
Can	4,9%

Source: Assobirra

The beer market is undergoing a major transformation, driven by several emerging trends that are redefining consumer supply and expectations. These trends are the result of changing demographics, food preferences, and sustainability. Here are the major trends in beer supply:

1. Craft beers and microbreweries

• In recent years, there has been an exponential growth of craft breweries, which offer beers with unique flavors and special brewing processes. Consumers, especially millennials, are looking for authentic experiences and local products, so they prefer beers brewed on a small scale over industrial brands. The variety of beer styles is a strength of microbreweries, which experiment with unusual ingredients, aromatic hops, and aging methods such as barrel-aging.

2. Low-alcohol and nonalcoholic beers

• A significant trend is the growing demand for low-alcohol or nonalcoholic beers, driven by a focus on health and wellness. Consumers, especially younger ones, are becoming increasingly aware of alcohol consumption and are looking for alternatives that allow them to enjoy the taste of beer without the side effects. This has led manufacturers to improve the quality of non-alcoholic beers, removing the old stigma that labeled them as less tasty.

3. Sustainability and organic ingredients

• Sustainability is another key driver for the beer market. Breweries are investing in greener production practices, such as using renewable energy, recycling water, and sustainable packaging (recyclable or biodegradable cans and bottles). In addition, there is a growing supply of organic beers, brewed with organically grown ingredients, and attention is being paid to short supply chains to support local producers.

4. Innovation in ingredients and flavors

• Innovation is at the heart of the new beer landscape. Producers are experimenting with exotic and natural ingredients, such as fruits, spices, herbs, and even tea or coffee. Sour beers, for example, are gaining popularity, as are beers flavored with citrus or other fruity notes. Unfiltered "hazy" IPA (India Pale Ale) beers, with a more cloudy texture and fruity flavor, are also in high demand.

5. Functional beers

• Another emerging trend is the introduction of "functional" beers, which are beers enriched with ingredients that offer health benefits. One example is the use of probiotics, or beers with added protein and vitamins for athletes. These beers fit into the broader "better for you" trend, which also involves other food sectors.

6. Local and regional beers

• The concept of "localism" is increasingly strong. Consumers are more likely to support local breweries that reflect regional traditions and distinctiveness. This trend also ties in with wine tourism, where breweries offer tasting experiences directly in their establishments, often pairing beer with local gastronomy.

7. Beers with low levels of gluten

• The growing number of people who are gluten intolerant or who choose to follow gluten-free diets has led brewers to develop beers specifically for this market. Gluten-free beers, once considered niche, are now readily available and expanding due to better quality recipes and production processes.

8. Innovative packaging

• Packaging plays an important role in purchasing decisions, and today we see a trend toward more innovative and sustainable formats. In addition to classic glass bottles, we are seeing the introduction of "slim" size cans, mini-kegs for household use, and reusable containers. Labeling has also seen an evolution, with attractive designs and transparency in terms of ingredients and nutritional information.

9. Collaborations between breweries and brands from other sectors

• An interesting phenomenon is the collaboration between breweries and brands from different sectors, such as spirits, coffee, or desserts. These partnerships make it possible to create innovative, often limited-edition beers that attract the attention of consumers seeking novelty. One example is beers aged in whiskey barrels or flavored with artisanal chocolate.

10. Digital and beer-tech experiences

• Beer e-commerce has experienced strong growth, with digital platforms offering a wide variety of beers that are difficult to find in traditional channels. Breweries are also leveraging technology to create interactive experiences, such as virtual tastings, or apps that help consumers discover new beers based on their tastes through machine learning algorithms.