Italy Alcoholic Beverages Market 2025

Italy’s alcoholic beverages market is projected to expand steadily from USD 46.0 billion in 2025 to USD 52.8 billion by 2030, posting a compound annual growth rate of 2.8%. The sector’s upward momentum signals a period of recovery, underpinned by macroeconomic stabilization, renewed consumer confidence, and structural shifts in both consumption behavior and product positioning.

Price levels are showing signs of normalization following recent inflationary cycles, and improving household purchasing power is gradually restoring appetite for discretionary spending. This is especially evident in premium segments, where economic recovery is fueling demand for higher-end offerings and artisanal brands. Italy’s deep-rooted heritage in wine and spirits remains a cornerstone of its alcohol economy, though evolving cultural attitudes—particularly among younger cohorts—are reshaping traditional consumption norms.

Younger consumers are gravitating toward innovation, with rising interest in non-alcoholic and low-alcohol alternatives that cater to lifestyle trends emphasizing wellness and moderation. This aligns with a broader shift toward mindful drinking, which is not only influencing product development but also marketing narratives across the industry.

The resurgence of global tourism is acting as a powerful tailwind. Italy’s status as a premier travel destination is driving on-premise consumption, with tourists increasingly willing to spend on outdoor dining and leisure experiences that include alcohol. As the sector pivots to meet these changing preferences, brands investing in authenticity, transparency, and experiential value are likely to capture a disproportionate share of the market’s modest but durable growth.

This report provides a strategic analysis of the Italy alcoholic beverages market, examining historical trends from 2020 to 2024 and forecasting developments through 2030. It assesses market size, growth trajectories, and key drivers of change, offering a comprehensive view of the industry’s future. By dissecting the market into product type, packaging type and distribution channel, the report identifies high-potential opportunities and actionable strategies for market players to thrive in a competitive landscape.

Report Highlights

This report provides a detailed assessment of the Italy alcoholic beverages market, including historical data and forward-looking projections through 2030. It breaks down the industry by product type, packaging type and distribution channel, with compound annual growth rates (CAGRs) for both past performance and forecast periods. By analyzing growth trajectories, the study pinpoints high-opportunity segments to inform strategic investments.

Also included in the report is an analysis of the market’s underlying trends and drivers. Informed by executive-level interviews and verified macro-level data, this section explores the fundamental shifts influencing demand and competition. It outlines how changes in innovation cycles, and consumer expectations have affected recent developments, while pointing to segments with the greatest forward momentum and associated risks.

The report also delivers a comprehensive evaluation of market share changes and core brand performance among leading players from 2020 to 2024. It reveals competitive dynamics and trends in market concentration, providing granular market share comparisons and trend analyses. This equips users to better understand competitive advantages and challenges, thereby informing differentiated market strategies and investment decisions with robust empirical evidence.

Market Segmentation

The Italy alcoholic beverages market is categorized into the following segments:
Product type – e.g., beer (dark beer, lager, low and non-alcoholic beer, stout), cider and perry (regular cider/perry, non alcoholic cider/perry), RTDs (non-alcoholic RTDs, spirit-based RTDs, wine-based RTDs, others), spirits (brandy, liqueurs, non alcoholic spirits, rum, tequila and mezcal, whiskey, white spirits, others), wine (fortified wine, non alcoholic wine, non-grape wine, sparkling wine, still wine)
Packaging type – e.g., glass bottles, metal cans, paper container, PET bottles, others
Distribution channel – e.g., bars and HoReCa, convenience stores, direct selling, discounters, e-commerce, food and drinks stores, hypermarkets, small grocery stores, supermarkets, others

Macroeconomic & Demographic Indicators

In addition to core market data, the report incorporates key socio-economic indicators that provide essential context for interpreting market dynamics. These include population trends, the Consumer Price Index (CPI), Gross Domestic Product (GDP), per capita consumption (expressed in USD), and consumer spending as a percentage of GDP. Together, these metrics offer a macroeconomic backdrop that enhances the strategic relevance of the market size figures, helping stakeholders better assess demand potential and long-term growth opportunities.

Competitive Landscape: Market Share Analysis

Market share analysis is included for the alcoholic beverages industry in Italy, shedding light on the relative scale and market presence of major firms. Leading companies include:
AB InBev
Asahi Group Holdings, Ltd.
Bacardi Limited
Birra Castello S.p.A.
BIRRA FORST SPA
Cantina Viticoltori, Consorzio Cantine Sociali del Trentino (CAVIT) scarl
Cantine Riunite & CIV S.C.Agr.
Carlsberg A/S
Casa Vinicola Zonin S.p.A.
CAVIRO – COOPERATIVE AGRICOLE VITI-FRUTTICOLTORI ITALIANI RIUNITI ORGANIZZATI Scarl
Davide Campari-Milano N.V.
Diageo plc
Distilleria Flli Caffo S.r.l.
Dr. August Oetker
Flli Gancia & C. S.p.A.
Fontanafredda S.r.l.
Fratelli Branca Distillerie Srl
Giordano Vini S.p.A.
Heineken N.V.
Illva Saronno S.p.A.
Molinari Italia S.p.A.
Molson Coors Beverage Company
Montenegro S.r.l.
Paulaner Brauerei GmbH & Co. KG
Pernod Ricard Group
Privatbrauerei ERDINGER Weisbrau Werner Brombach GmbH
Royal Unibrew A/S
Santa Margherita S.p.A.
Stock Spirits Group PLC
Swinkels Family Breweries N.V.
WARSTEINER Brauerei Haus Cramer KG

This section helps stakeholders evaluate market concentration, identify partnership opportunities, and track shifts in leadership.

Why Choose This Report?

Access accurate and up-to-date market size data for the Italy alcoholic beverages sector.
Obtain granular insights across key segments, including product type, packaging type and distribution channel.
Understand the underlying market dynamics through expert-driven analysis of growth drivers, barriers, and structural shifts.
Identify attractive investment areas by tracking fast-growing categories and emerging consumption patterns.
Evaluate the competitive landscape to support timing, positioning, and strategic decision-making.
Includes a single-user enterprise license with no additional fees for internal distribution.

Request a redacted sample to preview the data structure and presentation quality before purchase.

Deliverables Include

Professionally structured PDF report
Full EXCEL databook with year-by-year figures and multi-dimensional segmentation from 2020 to 2030

Table of Contents

TABLE OF CONTENTS
Key Findings
Market Segmentation
Market Overview
Italy Alcoholic Beverages Market – Product Type Analysis
Italy Alcoholic Beverages Market – Packaging Type Analysis
Italy Alcoholic Beverages Market – Distribution Channel Analysis
Company Shares Analysis
AB InBev
Asahi Group Holdings, Ltd.
Bacardi Limited
Birra Castello S.p.A.
BIRRA FORST SPA
Cantina Viticoltori, Consorzio Cantine Sociali del Trentino (CAVIT) scarl
Cantine Riunite & CIV S.C.Agr.
Carlsberg A/S
Casa Vinicola Zonin S.p.A.
…
Macroeconomic Data and Forecast
Research Methodology
Disclaimer

FIGURES AND TABLES
Table Italy Alcoholic Beverages Market 2020-2030
Chart Italy Alcoholic Beverages Market, Net Growth, 2020-2030
Chart Italy Alcoholic Beverages Market, Growth Rates, 2020-2030
Table Italy Alcoholic Beverages Market by Product Type, 2020-2030
Chart Italy Alcoholic Beverages Market by Product Type, CAGR Historic and Forecast, 2020-2030
Chart Italy Alcoholic Beverages Market by Product Type, 2020-2030
Table Italy Alcoholic Beverages Market by Packaging Type, 2020-2030
Chart Italy Alcoholic Beverages Market by Packaging Type, CAGR Historic and Forecast, 2020-2030
Chart Italy Alcoholic Beverages Market by Packaging Type, 2020-2030
Table Italy Alcoholic Beverages Market by Distribution Channel, 2020-2030
Chart Italy Alcoholic Beverages Market by Distribution Channel, CAGR Historic and Forecast, 2020-2030
Chart Italy Alcoholic Beverages Market by Distribution Channel, 2020-2030
Table Italy Alcoholic Beverages Market Share (%), by Companies, 2020-2024
Chart Italy Alcoholic Beverages Market, by Companies, 2024
Table Italy Alcoholic Beverages Market Share (%), by Brands, 2020-2024
Chart Italy Alcoholic Beverages Market, by Brands, 2024
Table Italy – Population (Millions) and Forecast
Table Italy – Consumer Price Index (CPI) and Forecast
Table Italy – Gross Domestic Product and Forecast
Table Italy Alcoholic Beverages Market: Spend as a Proportion of GDP (%)
Table Italy Alcoholic Beverages Market: Consumption per Capita (Population)