AT BEER&FOOD ATTRACTION, AN ECONOMIC “SNAPSHOT” OF THE MARKET

www.beerandfoodattraction.it
www.mixologyattraction.com/it

BEER: STABLE VALUE, CONSUMPTION MODELS ARE CHANGING

According to data from Assobirra, the beer sector in Italy is currently worth a total €10.4 billion and generates 112,000 jobs throughout the supply chain.

The non-alcoholic beer trend is particularly significant with purchases increasing by +79% between the pre-Covid period and 2025, going from 28 to 49 million with a further +18% increase in the last year. A trend that reflects a structural change: 25% of Generation Z say they always choose non-alcoholic products, while over half of consumers evaluate consumption based on the occasion.

Craft beer is also doing increasingly well, confirming its vitality and appeal. Purchases went from 159 million before COVID to 183 million in 2025 with a +15% increase, showing that interest is still steady despite the complex macro-economic context.

The sector is also supported by the question of responsible consumption: 89% of Italians say they behave responsibly, avoiding drinking before driving or working (65%), and paying attention to their mental clarity (52%), thus favouring the popularity of low-alcohol and non-alcoholic options.

COCKTAILS, SPIRITS AND SOFT DRINKS ARE DRIVING THE MARKET: MIXOLOGY RETURNS TO THE FORE OF OUT-OF-HOME CONSUMPTION

Alongside beer, Beer&Food Attraction will be accelerating its focus on the world of mixology, which will take centre stage in 2026 with the debut of Mixology Attraction, a specific area for spirits, cocktails, soft drinks and low & no alcohol beverages.

Total out-of-home purchases of alcoholic and non-alcoholic beverages are now worth €2.2 billion, returning to pre-pandemic levels.

The main increase was in non-carbonated soft drinks (+24%) and alcoholic cocktails (+32%, from 69 million to the current 91 million) as well as liqueurs and spirits, which rose from 58 million in 2019 to 76 million last August (+30%) with significant growth in the last year (+23% compared to 2024).

According to Circana data, in the first few months of 2025, mixability categories continued to increase in importance, reaching almost 57% of the entire spirits market. In this context, alcoholic aperitifs and tequila stood out for their dynamism with solid and steady growth, while gin underwent a period of adjustment after years of considerable expansion.

 PRESS CONTACT ITALIAN EXHIBITION GROUP:
Head of media relation & corporate communication: Elisabetta Vitali; press office manager: Marco Forcellini, Pierfrancesco Bellini; press office coordinator: Luca Paganin; international press office coordinator: Silvia Giorgi; press office specialist: Nicoletta Evangelisti, Mirko Malgieri; media@iegexpo.it

MEDIA AGENCY BEER&FOOD ATTRACTION - BBTECH EXPO:
Mind the Pop - Martina Vacca: martina@mindthepop.it, mob. +39 339 748 5994; Fabrizio Raimondi: fabrizio@mindthepop.it, mob. +39 335 389 848; Stefano Chiossi: stefano@mindthepop.it, mob. + 39 388 739 4358.

This press release contains forecast elements and estimates that reflect the management´s current opinions (´forward-looking statements´), particularly regarding future management performance, realization of investments, cash flow trends and the evolution of the financial structure. For their very nature, forward-looking statements have a component of risk and uncertainty, as they depend on the occurrence of future events. The effective results may differ (even significantly) from those announced, due to numerous factors, including, only by way of example: food service market and tourist flow trends in Italy, gold and jewellery market trends, green economy market trends; the evolution of raw material prices; general macroeconomic conditions; geopolitical factors and evolutions in the legislative framework. Moreover, the information contained in this release, does not claim to be complete, and has not been verified by independent third parties. Forecasts, estimates and objectives contained herein are based on the information available to the Company as at the date of this release.