Michael Kenneally, Milan Office, Bord Bia – Irish Food Board
Italy’s craft beer market has been growing in recent years. The most recent Assobirra report states that it accounts for approximately 10% of the overall beer market, for which sales were valued at €8561.2 million last year.
The above percentage has doubled since 2012: traditionally a wine drinking country, appreciation and awareness of brewing has been growing in Italy in recent years, and there is curiosity among consumers to try different types of beer. Italian beer consumption per capita is at a record high of 31.8 litres. This is still low in a European context, with Ireland’s consumption at just under 100 litres per capita.
However, the emphasis in Italy is on quality over quantity, with 52% of Italian beer consumers thinking it is worth paying extra for craft beer. Indeed, 35% of Italian beer drinkers claimed to have bought craft beer in a six month period outlined in a recent Mintel report; this percentage is higher than France, Germany and Poland (all 18%) and Spain (22%). Moreover, 57% of Italians have displayed interest in pairings between craft beer and food. As such, nearly two-thirds of beer sales in Italy are off-trade (Source: Euromonitor).
There are now over 900 craft breweries and brew pubs in the country, the third highest amount in Europe. Although there is a strong focus on Italian beer, consumption of imported craft beer is on the rise too, with Germany, the Netherlands and Belgium dominating the market. Irish beer exports to Italy have also been growing in recent years, with approximately 60,000hl exported to Italy last year.
For more information please contact michael.kenneally@bordbia.ie