Beer remains a symbol of Italian sociality, yet its consumption today reflects new values and lifestyles.

Beer remains a symbol of Italian sociality, yet its consumption today reflects new values and lifestyles. The latest BVA Doxa survey for the Beer Information Center (CIB) of AssoBirra highlights a more mature consumer, increasingly attentive to personal well-being and to the quality of the experience. Beer is perceived as a balanced pleasure, a companion to meaningful everyday moments rather than a simple occasion-driven beverage.

Beer as responsible choice

The Coop Report 2025 shows how health awareness is increasingly shaping Italians’ food and beverage habits. Beer is fully part of this evolution: it is chosen more consciously, not for quantity but for flavour, context and the quality of time spent.

This shift spans all generations and aligns with the growing sober curious movement—consumers who do not give up beer but integrate it into a more mindful and balanced lifestyle. As Andrea Bagnolini, General Manager of AssoBirra, notes, beer today represents “an expression of balance and awareness,” a change that encourages the entire supply chain to promote a drinking culture rooted in quality, moderation and authentic sociality.

Convivality evolves: meaningful moments and mindful choices

Beer remains a symbol of Italian conviviality. Data from the CIB survey confirms it: 73% of Italians drink it during gatherings with friends, 58% at celebrations and 39% during sporting events.

However, the way people socialize is changing. Outings are fewer but more intentional; occasions are chosen for their meaning; and greater attention is placed on finding balance between pleasure, health and spending. A more conscious conviviality is emerging, aligned with the evolving expectations of today’s consumers.

Innovation and sustainability: beer renews itself without losing its identity

As consumption habits evolve, innovation continues to make the brewing sector one of the most dynamic in the food & beverage industry. Scientific research, technological advancement, the enhancement of raw materials and an increasingly strong focus on sustainability allow beer to respond to emerging consumer values while remaining true to its popular and democratic identity.

As Ombretta Marconi, Director of CERB at the University of Perugia, explains, beer maintains its popular soul while enriching itself with new meaning, becoming a successful blend of taste, quality and awareness.

Beer&Food Attraction 2026: where beer meets the future of out-of-home

The entire brewing supply chain will gather at the Rimini Expo Centre from 15 to 17 February 2026 for the 11th edition of Beer&Food Attraction. The event—dedicated to the beverage and bar industry—will welcome professionals, buyers and operators from across the sector, offering the opportunity to discover the largest beer exhibition in Europe. From major industrial groups to craft breweries and the trends reshaping the market, the event provides a complete overview of the industry’s evolution.

The 2026 edition will introduce new themed areas such as Aperitivo Land, a space exploring the universe of casual dining through food & beverage pairings. Key industry events are also confirmed, including the International Horeca Meeting by Italgrob and the “Birra dell’Anno” award by Unionbirrai.

In a landscape where beer evolves together with its consumers, Beer&Food Attraction stands as the ideal place to experience this transformation up close—a hub where trends, innovation and brewing culture converge to anticipate the future of the market.