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Alcoholic Drinks in Italy

Published Jun 18, 2025
Length 75 Pages
SKU # EP20138592

Description

Following a significant decline in sales in total volume terms in 2023, alcoholic drinks saw a more stable performance in 2024, albeit sales still declined slightly. This improved performance was linked to the fact that prices stabilised through both the on- and off-trade in 2024, following the strong price increases seen in 2023, which provided a boost to volume sales.

Euromonitor International's Alcoholic Drinks in Italy report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2020-2024), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Alcoholic Drinks market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

75 Pages
Alcoholic Drinks in Italy
Euromonitor International
June 2025
List Of Contents And Tables
ALCOHOLIC DRINKS IN ITALY
EXECUTIVE SUMMARY
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2019-2024
MARKET DATA
Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2024
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2024
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2024
Table 9 GBO Company Shares of Alcoholic Drinks: % Total Volume 2020-2024
Table 10 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2019-2024
Table 11 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2024
Table 12 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2024-2029
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Value 2024-2029
Table 14 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2024-2029
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
BEER IN ITALY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Beer sales see a slight increase in total volume terms in 2024
Heineken remains the leading player in beer
Supermarkets face increasing competition from retail e-commerce
PROSPECTS AND OPPORTUNITIES
Brighter outlook for beer as prices stabilise but challenges remain
Craft beer showing strong potential
Innovation expected to focus on the premium end of the market
CATEGORY BACKGROUND
Lager price band methodology
Summary 2 Lager by Price Band 2024
CATEGORY DATA
Table 16 Sales of Beer by Category: Total Volume 2019-2024
Table 17 Sales of Beer by Category: Total Value 2019-2024
Table 18 Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 19 Sales of Beer by Category: % Total Value Growth 2019-2024
Table 20 Sales of Beer by Off-trade vs On-trade: Volume 2019-2024
Table 21 Sales of Beer by Off-trade vs On-trade: Value 2019-2024
Table 22 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 23 Sales of Beer by Off-trade vs On-trade: % Value Growth 2019-2024
Table 24 Sales of Beer by Craft vs Standard 2019-2024
Table 25 GBO Company Shares of Beer: % Total Volume 2020-2024
Table 26 NBO Company Shares of Beer: % Total Volume 2020-2024
Table 27 LBN Brand Shares of Beer: % Total Volume 2021-2024
Table 28 Forecast Sales of Beer by Category: Total Volume 2024-2029
Table 29 Forecast Sales of Beer by Category: Total Value 2024-2029
Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2024-2029
Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2024-2029
WINE IN ITALY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Wine shows greater stability in 2024 but sales still decline
Young, easy to drink, still light grape wine remains the focus of innovation
Supermarkets gain share despite increasing competition from retail e-commerce
PROSPECTS AND OPPORTUNITIES
Mixed outlook for wine heading into the forecast period
On-trade consumption set to win share as prices stabilise
nnovation expected to focus on other sparkling wine, non alcoholic wine and still light grape wine
CATEGORY DATA
Table 32 Sales of Wine by Category: Total Volume 2019-2024
Table 33 Sales of Wine by Category: Total Value 2019-2024
Table 34 Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 35 Sales of Wine by Category: % Total Value Growth 2019-2024
Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2019-2024
Table 37 Sales of Wine by Off-trade vs On-trade: Value 2019-2024
Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2019-2024
Table 40 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2019-2024
Table 41 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2019-2024
Table 42 Sales of Still White Wine by Price Segment: % Off-trade Volume 2019-2024
Table 43 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2019-2024
Table 44 GBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
Table 45 NBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
Table 46 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2021-2024
Table 47 GBO Company Shares of Champagne: % Total Volume 2020-2024
Table 48 NBO Company Shares of Champagne: % Total Volume 2020-2024
Table 49 LBN Brand Shares of Champagne: % Total Volume 2021-2024
Table 50 GBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
Table 51 NBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
Table 52 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2021-2024
Table 53 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
Table 54 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
Table 55 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2021-2024
Table 56 GBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
Table 57 NBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
Table 58 LBN Brand Shares of Non-grape Wine: % Total Volume 2021-2024
Table 59 Forecast Sales of Wine by Category: Total Volume 2024-2029
Table 60 Forecast Sales of Wine by Category: Total Value 2024-2029
Table 61 Forecast Sales of Wine by Category: % Total Volume Growth 2024-2029
Table 62 Forecast Sales of Wine by Category: % Total Value Growth 2024-2029
SPIRITS IN ITALY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Sales of spirits stabilise in 2024 thanks to increased price stability
Campari remains on top while non alcoholic spirits is the focus of intense competition
Supermarkets faces increasing competition from retail e-commerce
PROSPECTS AND OPPORTUNITIES
Mixology trend expected to fuel growth in spirits
Tequila on the rise while premiumisation could rejuvenate the market
Premiumisation likely to attract investment in innovation
CATEGORY BACKGROUND
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 3 Benchmark Brands 2024
CATEGORY DATA
Table 63 Sales of Spirits by Category: Total Volume 2019-2024
Table 64 Sales of Spirits by Category: Total Value 2019-2024
Table 65 Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 66 Sales of Spirits by Category: % Total Value Growth 2019-2024
Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2019-2024
Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2019-2024
Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2019-2024
Table 71 Sales of Dark Rum by Price Platform: % Total Volume 2019-2024
Table 72 Sales of White Rum by Price Platform: % Total Volume 2019-2024
Table 73 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2019-2024
Table 74 Sales of English Gin by Price Platform: % Total Volume 2019-2024
Table 75 Sales of Vodka by Price Platform: % Total Volume 2019-2024
Table 76 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2019-2024
Table 77 GBO Company Shares of Spirits: % Total Volume 2020-2024
Table 78 NBO Company Shares of Spirits: % Total Volume 2020-2024
Table 79 LBN Brand Shares of Spirits: % Total Volume 2021-2024
Table 80 Forecast Sales of Spirits by Category: Total Volume 2024-2029
Table 81 Forecast Sales of Spirits by Category: Total Value 2024-2029
Table 82 Forecast Sales of Spirits by Category: % Total Volume Growth 2024-2029
Table 83 Forecast Sales of Spirits by Category: % Total Value Growth 2024-2029
CIDER/PERRY IN ITALY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Innovation and increasing distribution boosts sales of cider/perry in 2024
Melchiori remains on top but loses share to premium products
Hypermarkets lose share amid increasing competition from retail e-commerce
PROSPECTS AND OPPORTUNITIES
Increasing availability set to drive sales of cider/perry over the forecast period
Distribution set to expand across most channels as demand increases
Cider/perry expected to win share at the expenses of beer in the on-trade channel
CATEGORY DATA
Table 84 Sales of Cider/Perry: Total Volume 2019-2024
Table 85 Sales of Cider/Perry: Total Value 2019-2024
Table 86 Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 87 Sales of Cider/Perry: % Total Value Growth 2019-2024
Table 88 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2019-2024
Table 89 Sales of Cider/Perry by Off-trade vs On-trade: Value 2019-2024
Table 90 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2019-2024
Table 92 GBO Company Shares of Cider/Perry: % Total Volume 2020-2024
Table 93 NBO Company Shares of Cider/Perry: % Total Volume 2020-2024
Table 94 LBN Brand Shares of Cider/Perry: % Total Volume 2021-2024
Table 95 Forecast Sales of Cider/Perry: Total Volume 2024-2029
Table 96 Forecast Sales of Cider/Perry: Total Value 2024-2029
Table 97 Forecast Sales of Cider/Perry: % Total Volume Growth 2024-2029
Table 98 Forecast Sales of Cider/Perry: % Total Value Growth 2024-2029
RTDS IN ITALY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Focus on innovation and mindful drinking drives sales of RTDs in 2024
Campari Milano strengthens its position in 2024
Supermarkets lose share amid strong competition from discounters
PROSPECTS AND OPPORTUNITIES
Convenience, busy lifestyles and mindful drinking set to boost sales of RTDs
Premiumisation likely to have a mixed impact on RTDs
RTDs still showing room for innovation as demand grows
CATEGORY DATA
Table 99 Sales of RTDs by Category: Total Volume 2019-2024
Table 100 Sales of RTDs by Category: Total Value 2019-2024
Table 101 Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 102 Sales of RTDs by Category: % Total Value Growth 2019-2024
Table 103 Sales of RTDs by Off-trade vs On-trade: Volume 2019-2024
Table 104 Sales of RTDs by Off-trade vs On-trade: Value 2019-2024
Table 105 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 106 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2019-2024
Table 107 GBO Company Shares of RTDs: % Total Volume 2020-2024
Table 108 NBO Company Shares of RTDs: % Total Volume 2020-2024
Table 109 LBN Brand Shares of RTDs: % Total Volume 2021-2024
Table 110 Forecast Sales of RTDs by Category: Total Volume 2024-2029
Table 111 Forecast Sales of RTDs by Category: Total Value 2024-2029
Table 112 Forecast Sales of RTDs by Category: % Total Volume Growth 2024-2029
Table 113 Forecast Sales of RTDs by Category: % Total Value Growth 2024-2029

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