Annual Report 2025 AssoBirra: the brewing supply chain generates over €10 billion in value and looks to the future through innovation and growth

Beer is not only one of Italy’s most popular beverages; it also represents a true ecosystem capable of generating employment, economic value, and opportunities across the entire supply chain.

This was one of the key messages emerging from “Beer, an ecosystem for growth”, the event organized by AssoBirra in Rome to present its 2025 Annual Report. The event brought together companies, institutions, and industry stakeholders to discuss the current state of Italy’s brewing sector.

A strategic supply chain for the country

According to the figures presented by AssoBirra, the beer supply chain currently supports more than 112,000 jobs and generates over €10 billion in shared value across the value chain.

The sector connects agriculture, brewing production, distribution, public venues, and the Ho.re.ca channel, confirming its role as a key component of the Italian agri-food system.

Despite a challenging economic environment marked by slowing household consumption and pressure on purchasing power, the industry continues to demonstrate resilience and adaptability.

Stable consumption and growth in the Low & No alcohol segment

In 2025, beer consumption in Italy reached 21.2 million hectolitres, remaining above pre-pandemic levels.

One of the most significant trends highlighted in the Annual Report is the growth of the Low & No alcohol segment, whose market share increased from 2.1% in 2024 to 3.9% in 2025, representing growth of more than 85%.

This figure reflects evolving consumer preferences and growing interest in new consumption occasions and drinking habits.

Challenges ahead for the industry

Alongside these positive signals, the AssoBirra Annual Report highlighted several challenges that will shape the sector in the coming years.

These include the slowdown of the out-of-home channel, the competitiveness of domestic production, regulatory and fiscal issues, and the need for continued investment in innovation, sustainability, and skills development.

Addressing these challenges will require a shared vision and stronger collaboration across the entire supply chain.

“We need to work together”

During the event, AssoBirra President Federico Sannella emphasized the importance of a collective approach to supporting the sector’s growth.

“To continue growing, we need a collective step forward: strengthening the supply chain, supporting the recovery of the Ho.re.ca channel, and encouraging investment in innovation and sustainability.”

His remarks underline how the future of the industry increasingly depends on the ability to create connections and develop synergies between production, distribution, and out-of-home consumption.

A shared vision for the supply chain

The concept of an ecosystem, which emerged strongly throughout the event, highlights the strategic importance of dialogue and cooperation among all industry stakeholders.

This vision is also reflected in Beer&Food Attraction, the trade show that brings together the key players of the entire brewing ecosystem in one place: producers, distributors, horeca operators, and industry professionals.

Because the growth of the sector depends on the ability to share knowledge, build relationships, and create new opportunities for business and innovation together.