Italy Alcoholic Drinks Market Report: Trends, Growth and Forecast (2026-2032)
By Type (Beer, Cider/Perry, RTDs, Spirits, Wine), By Alcohol Content (High, Medium, Low), By Flavor (Unflavored, Flavored), By Packaging Type (Glass Bottles, Tins, Plastic Bottles, Others), By Sales Channel (On-Trade, Off-Trade (Retail Offline, Retail Online))
- Food & Beverage
- Oct 2025
- VI0452
- 120
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Italy Alcoholic Drinks Market Statistics and Insights, 2026
- Market Size Statistics
- Alcoholic Drinks in Italy is estimated at $ 47.85 Billion.
- The market size is expected to grow to $ 50.38 Billion by 2032.
- Market to register a CAGR of around 0.74% during 2026-32.
- Type Shares
- Wine grabbed market share of 40%.
- Wine to witness a volume CAGR of around 0.3%.
- Competition
- More than 10 companies are actively engaged in producing Alcoholic Drinks in Italy.
- Top 5 companies acquired 30% of the market share.
- Carlsberg A/S, CAVIRO - Cooperative Agricole Viti- Frutticoltori Italiani Riuniti Organizzati Scarl, Birra Forst SpA, Heineken NV, Asahi Group Holdings Ltd etc., are few of the top companies.
- Sales Channel
- Off-Trade grabbed 51% of the market.
Italy Alcoholic Drinks Market Outlook
The Italy alcoholic drinks market, was valued at $47.85 billion, is forecast to increase to $50.38 billion by 2032, illustrating consistent but moderate growth. Following a fall, sales will pick up as prices settle down and expenditure by end users improves. On-trade and off-trade sales will both recover, although off-trade will continue to dominate, with 51% of all sales. But on-trade is likely to increase more rapidly, spurred on by tourism and social patterns like mixology and aperitif culture.
Wine will continue to be the leading category, but old-style red wines are set to fall back as younger end users move towards lighter and more drinkable styles, including rosé and sparkling wines. The category will post only a slight volume CAGR of 0.3%. However, spirits are set to gain from premiumisation, with tequila, gin, and rum doing well in cocktail and mixology environments.
Beer will also keep witnessing innovation, especially in low- and non-alcoholic forms, with responsible drinking gaining traction among young shoppers. Cider/perry and Ready-to-Drink (RTDs) brands are also expected to grow, led by rising availability, innovation, and end users demand for low-strength products. The launch of legislation permitting domestic dealcoholisation of wine is likely to drive the non-alcoholic wine category, offering strong growth prospects over the next few years.
However, the future indicates a premiumisation-driven market influenced by healthful decisions and changing drinking patterns. Growth will be driven by innovation in non/low alcohol ranges, together with robust on-trade recuperation and tourism, while established players as well as new entrants will compete based on premium and differentiated experiences catering to changing end users tastes.
Italy Alcoholic Drinks Market Growth Driver
Increased Popularity of Mixology and Aperitif Culture
Growing interest of end users in mixology and aperitif culture is propelling the growth of the Italy Alcoholic Drinks Market . End users are exhibiting strong demand for cocktails and aperitifs, which increases demand for spirits such as tequila, gin, and rum, primarily their premium offerings. This change in culture promotes the innovation of product offerings and maintains the market dynamic.
Spirits and light wine are directly benefiting from this trend, as new experiences and innovative drinks are what end users are looking for. The emphasis on mixology is influencing drinking patterns and making RTDs and new drink-alcohol products more relevant. Generally, this trend is contributing positively towards volume sales, premiumisation, and reinforcing the market's appeal among young adults who are looking for diverse drinking experiences.
Italy Alcoholic Drinks Market Challenge
Waning Appeal of Classic Categories
Conventional spirits, including red wines and traditional spirits like grappa and limoncello, are losing popularity among younger end users in Italy. They are seen as becoming more traditional, which is decreasing their volume share sales and making the manufacturers of legacy categories vulnerable.
This trend in end users behavior presents manufacturers with the challenge of adapting to evolving tastes and innovation in their portfolios. Manufacturers need to walk a fine line between sustaining heritage brands while addressing the increasing need for modern, easy-to-consume products, or risk becoming irrelevant in a market that increasingly prefers lighter, flashier offerings, and cocktail-centric products.
Italy Alcoholic Drinks Market Trend
Mindful Drinking and Non/Low-Alcohol Alternatives
Mindful consumption is increasingly topical in Italy, but especially among young adults, changing drinking habits with all categories of alcoholic beverages. There is an interest in reducing alcohol consumption but without giving up on social experiences, resulting in a boom for non/low-alcohol wine, beer, cider, spirits, and RTDs.
This movement promotes innovation and new product introductions, enabling companies to meet end users concerned with health and wellbeing. Non/low-alcohol products pick up pace along both on-trade and off-trade channels, while increased popularity is a sign of a long-term market transition, supporting sustainable growth and product diversification.
Italy Alcoholic Drinks Market Opportunity
Growth in Non-Alcoholic Wine Production
Domestic dealcoholisation of wine in Italy introduces great prospects for manufacturers during the forecast period. The new law lowers the cost of production and allows for the production of non-alcoholic wine locally, which was otherwise to be processed outside the country.
This innovation is set to propel domestic consumption as well as export opportunities. Businesses are able to introduce novel non-alcoholic wine products, diversify their portfolios, and capture mindful drinking end users. Through increasing demand for non/low-alcohol products, this opportunity provides producers with a chance to target dormant market segments and address changing end users appetite in addition to facilitating future market development.
Italy Alcoholic Drinks Market Segmentation Analysis
By Type
- Beer
- Cider/Perry
- RTDs
- Spirits
- Wine
The segment with highest market share under Type category is Wine, which took approximately 40% of the market. Wine is still the biggest category in terms of total volume, although its sales decreased marginally following younger end users' shift away from conventional wine. Across the category, lighter and easier-to-consume wines along with sparkling ones are becoming increasingly popular, fueled by the aperitif trend.
Spirits, beer, RTDs, and cider/perry also make a contribution towards the market, with spirits performing steadily due to mixology trends and for beer modestly growing, chiefly through local lagers. Non/low alcohol products in all categories, including wine, spirits, beer, and RTDs, are seeing vigorous growth through innovation and the mindful drinking trend. Wine will see a volume CAGR of approximately 0.3% during the forecast period.
By Sales Channel
- On-Trade
- Off-Trade
The segmetation with largest market share under the Sales Channel segment is Off-Trade, which took 51% of the market. Supermarkets are the top off-trade channel and continue to be so, selling a combination of premium, mid-range, and economy items in wine, beer, and spirits. They also offer a widening portfolio of craft and non/low alcohol products, which are favored by younger and health-oriented end users.
Retail e-commerce is the most vibrant channel, increasing availability of craft and niche products and providing subscription services to entice enthusiasts. Off-trade is sustained by stable prices and growing end users' willingness to spend, and on-trade channels from trends such as mixology, aperitifs, and inbound tourism. Off-trade is anticipated to be the leading channel during the forecast period.
Top Companies in Italy Alcoholic Drinks Market
The top companies operating in the market include Carlsberg A/S, CAVIRO - Cooperative Agricole Viti- Frutticoltori Italiani Riuniti Organizzati Scarl, Birra Forst SpA, Heineken NV, Asahi Group Holdings Ltd, Anheuser-Busch InBev NV, Birra Castello SpA, Cantine Riunite & CIV SC Agr, Campari Milano SpA, Davide, Royal Unibrew A/S, etc., are the top players operating in the Italy Alcoholic Drinks Market.
Frequently Asked Questions
Related Report
1. Market Segmentation
1.1. Research Scope
1.2. Research Methodology
1.3. Definitions and Assumptions
2. Executive Summary
3. Italy Alcoholic Drinks Market Policies, Regulations, and Standards
4. Italy Alcoholic Drinks Market Dynamics
4.1. Growth Factors
4.2. Challenges
4.3. Trends
4.4. Opportunities
5. Italy Alcoholic Drinks Market Statistics, 2022-2032F
5.1. Market Size & Growth Outlook
5.1.1. By Revenues in US$ Million
5.1.2. By Quantity Sold in Million Litres
5.2. Market Segmentation & Growth Outlook
5.2.1. By Type
5.2.1.1. Beer- Market Insights and Forecast 2022-2032, USD Million
5.2.1.2. Cider/Perry- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3. RTDs- Market Insights and Forecast 2022-2032, USD Million
5.2.1.4. Spirits- Market Insights and Forecast 2022-2032, USD Million
5.2.1.5. Wine- Market Insights and Forecast 2022-2032, USD Million
5.2.2. By Alcohol Content
5.2.2.1. High- Market Insights and Forecast 2022-2032, USD Million
5.2.2.2. Medium- Market Insights and Forecast 2022-2032, USD Million
5.2.2.3. Low- Market Insights and Forecast 2022-2032, USD Million
5.2.3. By Flavor
5.2.3.1. Unflavored- Market Insights and Forecast 2022-2032, USD Million
5.2.3.2. Flavored- Market Insights and Forecast 2022-2032, USD Million
5.2.4. By Packaging Type
5.2.4.1. Glass Bottles- Market Insights and Forecast 2022-2032, USD Million
5.2.4.2. Tins- Market Insights and Forecast 2022-2032, USD Million
5.2.4.3. Plastic Bottles- Market Insights and Forecast 2022-2032, USD Million
5.2.4.4. Others- Market Insights and Forecast 2022-2032, USD Million
5.2.5. By Sales Channel
5.2.5.1. On-Trade- Market Insights and Forecast 2022-2032, USD Million
5.2.5.2. Off-Trade- Market Insights and Forecast 2022-2032, USD Million
5.2.5.2.1. Retail Offline- Market Insights and Forecast 2022-2032, USD Million
5.2.5.2.2. Retail Online- Market Insights and Forecast 2022-2032, USD Million
5.2.6. By Competitors
5.2.6.1. Competition Characteristics
5.2.6.2. Market Share & Analysis
6. Italy Beer Market Statistics, 2022-2032F
6.1. Market Size & Growth Outlook
6.1.1. By Revenues in US$ Million
6.1.2. By Quantity Sold in Million Litres
6.2. Market Segmentation & Growth Outlook
6.2.1. By Alcohol Content- Market Insights and Forecast 2022-2032, USD Million
6.2.2. By Flavor- Market Insights and Forecast 2022-2032, USD Million
6.2.3. By Packaging Type- Market Insights and Forecast 2022-2032, USD Million
6.2.4. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
7. Italy Cider/Perry Market Statistics, 2022-2032F
7.1. Market Size & Growth Outlook
7.1.1. By Revenues in US$ Million
7.1.2. By Quantity Sold in Million Litres
7.2. Market Segmentation & Growth Outlook
7.2.1. By Alcohol Content- Market Insights and Forecast 2022-2032, USD Million
7.2.2. By Flavor- Market Insights and Forecast 2022-2032, USD Million
7.2.3. By Packaging Type- Market Insights and Forecast 2022-2032, USD Million
7.2.4. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
8. Italy Ready-to-Drink Market Statistics, 2022-2032F
8.1. Market Size & Growth Outlook
8.1.1. By Revenues in US$ Million
8.1.2. By Quantity Sold in Million Litres
8.2. Market Segmentation & Growth Outlook
8.2.1. By Alcohol Content- Market Insights and Forecast 2022-2032, USD Million
8.2.2. By Flavor- Market Insights and Forecast 2022-2032, USD Million
8.2.3. By Packaging Type- Market Insights and Forecast 2022-2032, USD Million
8.2.4. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
9. Italy Spirits Market Statistics, 2022-2032F
9.1. Market Size & Growth Outlook
9.1.1. By Revenues in US$ Million
9.1.2. By Quantity Sold in Million Litres
9.2. Market Segmentation & Growth Outlook
9.2.1. By Alcohol Content- Market Insights and Forecast 2022-2032, USD Million
9.2.2. By Flavor- Market Insights and Forecast 2022-2032, USD Million
9.2.3. By Packaging Type- Market Insights and Forecast 2022-2032, USD Million
9.2.4. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
10. Italy Wine Market Statistics, 2022-2032F
10.1.Market Size & Growth Outlook
10.1.1. By Revenues in US$ Million
10.1.2. By Quantity Sold in Million Litres
10.2.Market Segmentation & Growth Outlook
10.2.1. By Alcohol Content- Market Insights and Forecast 2022-2032, USD Million
10.2.2. By Flavor- Market Insights and Forecast 2022-2032, USD Million
10.2.3. By Packaging Type- Market Insights and Forecast 2022-2032, USD Million
10.2.4. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
11. Competitive Outlook
11.1.Company Profiles
11.1.1. Heineken NV
11.1.1.1. Business Description
11.1.1.2. Product Portfolio
11.1.1.3. Collaborations & Alliances
11.1.1.4. Recent Developments
11.1.1.5. Financial Details
11.1.1.6. Others
11.1.2. Asahi Group Holdings Ltd
11.1.2.1. Business Description
11.1.2.2. Product Portfolio
11.1.2.3. Collaborations & Alliances
11.1.2.4. Recent Developments
11.1.2.5. Financial Details
11.1.2.6. Others
11.1.3. Anheuser-Busch InBev NV
11.1.3.1. Business Description
11.1.3.2. Product Portfolio
11.1.3.3. Collaborations & Alliances
11.1.3.4. Recent Developments
11.1.3.5. Financial Details
11.1.3.6. Others
11.1.4. Birra Castello SpA
11.1.4.1. Business Description
11.1.4.2. Product Portfolio
11.1.4.3. Collaborations & Alliances
11.1.4.4. Recent Developments
11.1.4.5. Financial Details
11.1.4.6. Others
11.1.5. Cantine Riunite & CIV SC Agr
11.1.5.1. Business Description
11.1.5.2. Product Portfolio
11.1.5.3. Collaborations & Alliances
11.1.5.4. Recent Developments
11.1.5.5. Financial Details
11.1.5.6. Others
11.1.6. Carlsberg A/S
11.1.6.1. Business Description
11.1.6.2. Product Portfolio
11.1.6.3. Collaborations & Alliances
11.1.6.4. Recent Developments
11.1.6.5. Financial Details
11.1.6.6. Others
11.1.7. CAVIRO - Cooperative Agricole Viti- Frutticoltori Italiani Riuniti Organizzati Scarl
11.1.7.1. Business Description
11.1.7.2. Product Portfolio
11.1.7.3. Collaborations & Alliances
11.1.7.4. Recent Developments
11.1.7.5. Financial Details
11.1.7.6. Others
11.1.8. Birra Forst SpA
11.1.8.1. Business Description
11.1.8.2. Product Portfolio
11.1.8.3. Collaborations & Alliances
11.1.8.4. Recent Developments
11.1.8.5. Financial Details
11.1.8.6. Others
11.1.9. Campari Milano SpA, Davide
11.1.9.1. Business Description
11.1.9.2. Product Portfolio
11.1.9.3. Collaborations & Alliances
11.1.9.4. Recent Developments
11.1.9.5. Financial Details
11.1.9.6. Others
11.1.10. Royal Unibrew A/S
11.1.10.1. Business Description
11.1.10.2. Product Portfolio
11.1.10.3. Collaborations & Alliances
11.1.10.4. Recent Developments
11.1.10.5. Financial Details
11.1.10.6. Others
12. Disclaimer
| Segment | Sub-Segment |
|---|---|
| By Type |
|
| By Alcohol Content |
|
| By Flavor |
|
| By Packaging Type |
|
| By Sales Channel |
|
Research Methodology
This study followed a structured approach comprising four key phases to assess the size and scope of the electro-oxidation market. The process began with thorough secondary research to collect data on the target market, related markets, and broader industry context. These findings, along with preliminary assumptions and estimates, were then validated through extensive primary research involving industry experts from across the value chain. To calculate the overall market size, both top-down and bottom-up methodologies were employed. Finally, market segmentation and data triangulation techniques were applied to refine and validate segment-level estimations.
Secondary Research
The secondary research phase involved gathering data from a wide range of credible and published sources. This step helped in identifying industry trends, defining market segmentation, and understanding the market landscape and value chain.
Sources consulted during this phase included:
- Company annual reports, investor presentations, and press releases
- Industry white papers and certified publications
- Trade directories and market-recognized databases
- Articles from authoritative authors and reputable journals
- Gold and silver standard websites
Secondary research was critical in mapping out the industry's value chain and monetary flow, identifying key market segments, understanding regional variations, and tracking significant industry developments.
Other key sources:
- Financial disclosures
- Industry associations and trade bodies
- News outlets and business magazines
- Academic journals and research studies
- Paid industry databases
Primary Research
To validate secondary data and gain deeper market insights, primary research was conducted with key stakeholders across both the supply and demand sides of the market.
On the demand side, participants included decision-makers and influencers from end-user industries—such as CIOs, CTOs, and CSOs—who provided first-hand perspectives on market needs, product usage, and future expectations.
On the supply side, interviews were conducted with manufacturers, industry associations, and institutional participants to gather insights into current offerings, product pipelines, and market challenges.
Primary interviews provided critical inputs such as:
- Market size and revenue data
- Product and service breakdowns
- Market forecasts
- Regional and application-specific trends
Stakeholders consulted included:
- Leading OEM and solution providers
- Channel and distribution partners
- End users across various applications
- Independent consultants and industry specialists
Market Size Estimation and Data Triangulation
- Identifying Key Market Participants (Secondary Research)
- Goal: To identify the major players or companies in the target market. This typically involves using publicly available data sources such as industry reports, market research publications, and financial statements of companies.
- Tools: Reports from firms like Gartner, Forrester, Euromonitor, Statista, IBISWorld, and others. Public financial statements, news articles, and press releases from top market players.
- Extracting Earnings of Key Market Participants
- Goal: To estimate the earnings generated from the product or service being analyzed. This step helps in understanding the revenue potential of each market player in a specific geography.
- Methods: Earnings data can be gathered from:
- Publicly available financial reports (for listed companies).
- Interviews and primary data sources from professionals, such as Directors, VPs, SVPs, etc. This is especially useful for understanding more nuanced, internal data that isn't publicly disclosed.
- Annual reports and investor presentations of key players.
- Data Collation and Development of a Relevant Data Model
- Goal: To collate inputs from both primary and secondary sources into a structured, data-driven model for market estimation. This model will incorporate key market KPIs and any independent variables relevant to the market.
- Key KPIs: These could include:
- Market size, growth rate, and demand drivers.
- Industry-specific metrics like market share, average revenue per customer (ARPC), or average deal size.
- External variables, such as economic growth rates, inflation rates, or commodity prices, that could affect the market.
- Data Modeling: Based on this data, the market forecasts are developed for the next 5 years. A combination of trend analysis, scenario modeling, and statistical regression might be used to generate projections.
- Scenario Analysis
- Goal: To test different assumptions and validate how sensitive the market is to changes in key variables (e.g., market demand, regulatory changes, technological disruptions).
- Types of Scenarios:
- Base Case: Based on current assumptions and historical data.
- Best-Case Scenario: Assuming favorable market conditions, regulatory environments, and technological advancements.
- Worst-Case Scenario: Accounting for adverse factors, such as economic downturns, stricter regulations, or unexpected disruptions.
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