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Recent data from CGA by NIQ reveals that beer is the favourite drink of Italians, chosen by 56% of consumers who order a drink in the On Premise. The beer market in Italy is rather concentrated. In the first half of 2024, the top five brewers hold 65% of the total volume share, with the next ten accounting for 16%, and the rest is distributed among smaller brewers. Nevertheless, there is a dynamic landscape in which the ranking is changing and also sees considerable growth within it.
CGA’s consumetric data shows that Italian beers have experienced the largest growth in volume share during the first half of 2024 compared to the same period last year, underscoring the impact of local ingredients, cultural ties, and a sense of identity in driving the success of these products.
Take Peroni Nastro Azzurro Stile Capri, for instance. This beer captures the essence of Capri with its refreshing taste and subtle citrus notes, offering a glimpse into the elegant, sunny lifestyle of the island. This approach not only enhances the product but also transforms the tasting experience into something sensory that reflects true Italian authenticity.
Similarly, Birra Messina’s connection to Sicily—especially its Cristalli di Sale variant—ties directly into the island’s culinary heritage. By incorporating local Sicilian sea salt, it offers a distinctive flavor that appeals to modern consumers who increasingly seek authentic, localized experiences. This intersection of tradition and modernity provides a compelling narrative for both domestic and international markets.
Birra Raffo, known as “the beer of Taranto,” symbolizes pride for the people of Puglia. It’s more than a drink; it’s a cultural touchstone that has resonated for generations, strengthening the brand’s bond with its territory. This emotional connection is a valuable asset for producers in building loyalty.
Ichnusa Ambra Limpida, with its bold yet refreshing flavor, embodies Sardinia’s duality—robust and tenacious, yet warm and inviting. Ichnusa Anima Sarda further highlights the island’s authenticity through local ingredients and narratives that resonate with Sardinian culture. The success of Ichnusa shows how a strong regional story can effectively appeal to contemporary tastes.
These beers not only share a Mediterranean identity but also have common characteristics. Many are lagers or similar styles, providing high freshness and drinkability. Their moderate alcohol content makes them suitable for various occasions, from casual aperitifs to social gatherings. This combination, along with their roots, creates offerings that resonate with an increasingly discerning audience.
Interestingly, these beers are particularly popular among female consumers, indicating a shift in drinking preferences. CGA’s On Premise consumer insights reveal that many beer drinkers now place greater value on craftsmanship and local origin. Notably, 1 in 5 consumers now prioritizes local origin, while 1 in 4 emphasizes craftsmanship. This trend is even more pronounced among women beer drinkers, who show a 6-point increase in valuing craftsmanship compared to the average consumer.
Even though brands like Peroni, Birra Messina, and Ichnusa are not technically craft beers, their emphasis on high-quality ingredients and regional narratives allows them to attract consumers who seek authenticity and craft-like experiences.
Hyperlocalism: A Growing Trend
In this context, hyperlocalism is becoming increasingly significant, profoundly influencing the alcoholic beverage sector. This trend emphasizes the value of products closely linked to a specific place—its geography, culture, and history. Consumers today want more than just a product; they want a connection to its origin, a story that resonates with their values and experiences.
Hyperlocalism also aligns with sustainability practices. Using local ingredients supports community economies and reduces the environmental impact of transportation. Producers can adopt eco-friendly practices that promote short supply chains, highlighting freshness and quality. Brands like Birra Messina and Ichnusa exemplify how sustainability can be integrated into their offerings, encouraging more mindful consumption.
This trend opens new avenues for beer producers while meeting the rising demand for authenticity. By crafting beers that celebrate local roots and native ingredients—or by sharing stories that evoke regional identity—producers can create genuine and engaging narratives. For instance, the sea salt in Birra Messina Cristalli di Sale transports consumers to Sicily with each sip.
In a competitive global market, Italian beer producers embracing hyperlocalism demonstrate how leveraging local identity can be a game-changer. Building a strong connection between the product and its origin helps producers stand out and tap into the growing demand for authentic experiences.
Opportunities for Producers: Balancing Tradition and Innovation
Luca Gerosa, Sales Industry leader, said, “Producers who integrate these elements into their offerings aren’t just selling beer—they’re offering cultural and sensory experiences. This approach is crucial for establishing deep connections with consumers, fostering loyalty and added value. In an increasingly globalized market, the future of brewing success depends on balancing tradition with innovation and authenticity with uniqueness.”
Italian beers, deeply rooted in local cultures, illustrate how regional identity and hyperlocalism can serve as powerful marketing and differentiation tools. Producers are encouraged to explore how best to highlight these aspects to attract an increasingly diverse and discerning audience.
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