In 2021, most of the consumers in the alcoholic beverages market in Italy were offline customers and contributed to 99 percent of consumers. The remaining one percent belonged to online customers. According to estimates of the Statista Consumer Market Outlook, the revenue share of offline buyers is expected to decrease while that of online buyers is expected to increase reaching 98.7 and 1.3 percent respectively.
Revenue share of alcoholic drinks in Italy from 2017 to 2025, by sales channel
* No data for hard seltzer from 2012-2021
The Alcoholic Drinks market includes all alcoholic beverages that are produced by fermentation or distillation. The market is further divided into five main segments for which revenue, volume, price per unit and sales channels are shown: Beer, Spirits, Wine, Cider, Perry and Rice Wine, and Hard Seltzer.
Beer is the most-consumed alcoholic beverage by volume. Beer here encompasses fermented alcoholic beverages from malted cereal grains, hops and water. Also included are beers that have been mixed with soft drinks (Ready-to-drink beer mix beverages) and beers to which additional flavors have been added. Beer typically has an alcohol content of around 5 vol%.
Spirits, or distilled liquor denotes alcoholic beverages that have been generated via distillation from wine, fermented fruits or grains. The most important types of Spirits covered in the Consumer Market Outlook are Whisky, Vodka, Rum, Gin, Brandy as well as Liqueurs & Other Spirits (including local spirits like Baijiu in China). Due to the distillation the alcohol content of Spirits is much higher than that of most wines and beers and typically ranges from 20 vol% to 50 vol%.
Wine includes all fermented juices generated from grapes but excludes fruit wines like cider that are shown separately. Volume-wise, Wine is currently the smallest segment among Alcoholic Drinks, but its growth has been above average in recent years as demand in emerging countries like China has risen. The wine segment is further broken down into Still Wine, Sparkling Wine and Fortified Wine.
Cider, Perry & Rice Wine includes all wines generated from fruits other than grapes, grains or other plants. This includes cider and perry which are mostly relevant in Europe and North America, rice wine, which is particularly popular in East Asia and some special local alcoholic drinks like palm wine that are important in Africa or elsewhere.
Because of beer’s popularity and a generally higher degree of concentration, breweries dominate industry rankings in Alcoholic Drinks. The biggest players in the industry at large by revenue are Anheuser-Busch InBev, Heineken, Diageo, Kirin Holdings, Molson Coors, Pernod Ricard, Carlsberg, Kweichow Moutai, Constellation Brands, Suntory, Thai Beverage, Wuliangye Yibin, Brown-Forman and Jiangsu Yanghe Brewery.
The market for Alcoholic Drinks is structured into retail sales for at home consumption and on-premise or foodservice sales for out-of-home consumption. The at-home market, also called off-trade market, covers all retail sales via super- and hypermarkets, convenience stores or similar sales channels. The out-of-home market, also called on-trade market, away-from-home market or HORECA encompasses all sales to hotels, restaurants, catering, cafés, bars and similar hospitality service establishments. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes. The price per unit always references liters as base unit. The valuation of the out-of-home segment at retail prices means a significant change of the market definition in comparison to earlier iterations of the Consumer Market Outlook, as out-of-home consumption was valued at wholesale prices before. This means, market totals are not comparable to published data from prior years. The price per unit always references liters as a base unit for both at-home and out-of-home consumption.
All figures are estimates. A detailed methodology can be found on the Statista Consumer Market Outlook.
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Statista. (June 17, 2022). Revenue share of alcoholic drinks in Italy from 2017 to 2025, by sales channel [Graph]. In Statista. Retrieved February 06, 2023, from https://www.statista.com/forecasts/1315045/italy-alcoholic-drinks-market-revenue-share-by-sales-channel
Statista. "Revenue share of alcoholic drinks in Italy from 2017 to 2025, by sales channel." Chart. June 17, 2022. Statista. Accessed February 06, 2023. https://www.statista.com/forecasts/1315045/italy-alcoholic-drinks-market-revenue-share-by-sales-channel
Statista. (2022). Revenue share of alcoholic drinks in Italy from 2017 to 2025, by sales channel. Statista. Statista Inc.. Accessed: February 06, 2023. https://www.statista.com/forecasts/1315045/italy-alcoholic-drinks-market-revenue-share-by-sales-channel
Statista. "Revenue Share of Alcoholic Drinks in Italy from 2017 to 2025, by Sales Channel." Statista, Statista Inc., 17 Jun 2022, https://www.statista.com/forecasts/1315045/italy-alcoholic-drinks-market-revenue-share-by-sales-channel
Statista, Revenue share of alcoholic drinks in Italy from 2017 to 2025, by sales channel Statista, https://www.statista.com/forecasts/1315045/italy-alcoholic-drinks-market-revenue-share-by-sales-channel (last visited February 06, 2023)
Revenue share of alcoholic drinks in Italy from 2017 to 2025, by sales channel [Graph], Statista, June 17, 2022. [Online]. Available: https://www.statista.com/forecasts/1315045/italy-alcoholic-drinks-market-revenue-share-by-sales-channel