Opportunities for beer sales in Italy as weather warms

Spending on beer in Italy’s On Premise is increasing as summer gets closer, CGA by NIQ’s latest Consumer Pulse Report reveals—making this an ideal time to engage guests in trial, trade-up and brand loyalty.

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The monthly survey shows nearly half (48%) of visitors bought beer in bars, restaurants and similar venues in February—three percentage points more than in December. Consumption is increasing despite 26% of consumers going out less often than usual—the result of a cost-of-living crisis that has restricted people’s visits in recent times. 


CGA’s Consumer Pulse Report provides vital intelligence to help suppliers and operators capitalise on this interest in beer—including type, format and strength preferences. It indicates a strong inclination towards domestic brands, with 70% choosing an Italian beer in February and 41% choosing imported. Just over a third (37%) ordered craft beer—down by three percentage points from the last survey. 


Blonde beer remains the most popular type, having been bought by 66% of beer consumers in the last month. Classic lager (45%) and red or rossa beer (26%) are next most popular. More than half (56%) of beer drinkers prefer draught serves, while 42% choose bottled options and only 2% select cans. Mid-strength (42%) and normal strength (33%) are the most popular choices, ahead of light strength (23%) and high strength (10%) beers. 


The data also highlights what motivates consumers to spend on beer, and what suppliers can do to influence their decisions. Well over a third of guests say the quality, value and trustworthiness of a beer brand have become more important to them than they were a year ago—a reflection of drinkers’ desire to get a good return on their spending at a time of rising costs. Consumers are also interested in the back-stories of beers, with 42% and 49% wanting to learn more about the origin and category of their beers respectively. 


CGA will provide many more insights into the beer category in Italy’s On Premise in the upcoming Beer Report. The exclusive report will deliver breakdowns of brands’ market share, performance against competitors and loyalty, as well as overviews of trends and drinkers’ profiles, channels and occasions.  


Daniela Cardaciotto, CGA by NIQ’s Italy On Premise Sales Leader, said: Embracing the surge in beer spending across Italy’s On Premise scene, we’re at a pivotal moment to connect with consumers through strategic marketing activations to build lasting brand loyalty. CGA’s Consumer Pulse Report unveils not just data, but consumer preferences and motivations, guiding us to craft experiences that resonate with them. As we anticipate the summer surge, we are also ready to empower suppliers with our new market measurement solutions through an industry-first Beer Report, which enable brands to navigate brand and market shares and uncover untapped opportunities in the beer category with confidence.” 


Download the free report here.


Discover the trends driving beer consumption in Italy’s On Premise and understand the motivations and influences of the beer consumer to craft compelling brand experiences. To learn more about CGA by NIQ’s research capabilities and sources of intelligence on beer and many more On Premise categories, contact Daniela Cardaciotto here. 

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