The 2024 Assobirra report features an in-depth study conducted by BVA Doxa for the Centro Informazione Birra (CIB), offering a snapshot of beer consumption habits in Italy. The findings reveal a country where beer plays an increasingly central role in everyday life — at home, on holiday, and during social gatherings — symbolizing a lifestyle centered around simplicity, balance, and shared enjoyment.
Beer at home: a growing trend
Home consumption has become dominant. 97% of Gen X and 95% of Millennials say they prefer drinking beer at home, often during moments of relaxation or social interaction. 31% of Italians want to spend more time cooking, while 25% are open to experimenting with new pairings. In this context, beer emerges as a versatile, satisfying, and accessible option — the ultimate “comfort drink.”
Taste remains the leading purchase driver for 1 in 3 Italians, followed by value for money. The most popular beer style is Lager, preferred by half of Italian consumers. Pilsners are favored by Gen X (45%), Blanche by Millennials (35%), and IPAs by Gen Z (30%).
A winter-friendly drink
Far from being a summer-only beverage, beer is also embraced during the colder months. Gen Z favors TV series marathons (64%), Millennials unwind with a hot bath (53%) or a movie on the couch (67%), while Gen X prefers cozy indoor settings and even long walks outdoors. In these moments, beer is seen as the ideal companion, enhancing the experience for 58% of Gen X respondents.
Beer pairing is now a well-established habit. Weiss beers are paired with salads, APA with grilled meat and pasta dishes, and IPA or Stout with fish-based meals. As for snacks, cold cuts, focaccia, and popcorn are most associated with beer moments. Over 60% of beer occasions are shared with a partner, peaking at 68% among Millennials.
Low and no alcohol beers gain ground
80% of Italians are familiar with low and no alcohol beers. Health and practicality are the main reasons for choosing them (9 out of 10 respondents), and Gen Z appears the most open: only 45% notice a major taste difference from regular beer. This segment is growing fast, aligned with a broader desire for well-being and mindful consumption.
Beer on holiday: discovery and experience
Beer is also a key part of the Italian holiday experience. Nearly 60% of Italians have attended a beer festival, and 53% of Gen Z has chosen a food and drink-themed getaway, including tastings and brewery visits. 89% do it to discover new and local beers. Favorite settings vary: the beach for Millennials (30%), scenic walks for Gen X (20%), or simply hanging out with friends. Unique venues like castles, mines, or monasteries are increasingly popular as experiential tasting spots.
