Business · Companies · 23 hrs ago
Italian beverage sales top €22 billion as demand shifts to non-alcoholic drinks
Italy’s beverage market is forecast to generate more than €22 billion in revenue in 2026, a 2.4% increase.
The figures were presented at an industry meeting in Milan organised by Italgrob, a federation representing food-service distributors.
Overall beverage volumes rose by more than 2%, with water accounting for over half of them.
Alcohol consumption fell by 0.8%, including declines in wine and spirits, while low- or no-alcohol alternatives grew by 7.3%.
Hot weather and a strong tourist season helped boost demand, especially for water.
Sales of drinks are growing, but the market relies heavily on established brands and products, while innovation has slowed.
Rising living costs remain a concern, and two in three consumers say their finances affect how often or how they spend at bars, restaurants and other venues.
Industry representatives say businesses will need to adapt to changing demand and climate-related pressures on supply and logistics.
Italy’s beverage market is forecast to generate more than €22 billion in revenue in 2026, up 2.4%.
Consumption is shifting toward non-alcoholic drinks, while alcoholic drink consumption fell 0.8%.
Low- or no-alcohol alternatives grew 7.3%, and water accounted for more than half of beverage volumes.
Circana said beverage sales were supported by a strong tourist season and an exceptionally hot summer.
Italgrob discussed the sector’s outlook at a meeting in Milan on October 9, 2026.
- Who
- Italgrob, the Italian federation of food-service beverage distributors, brought together industry representatives.
- What
- Italy’s beverage market is forecast to exceed €22 billion in revenue in 2026 as demand shifts toward non-alcoholic drinks.
- When
- The figures are for 2026; the Italgrob meeting took place on October 9, 2026.
- Where
- Italy; the meeting was held in Milan.
- Why
- A strong tourist season and exceptionally hot summer supported demand. Consumers are also shifting toward low- or no-alcohol alternatives.
This story does not have two clearly opposing sides.
The real challenge today is not to understand whether our sector will change, but to have the courage to lead the change and build it together
An exceptionally hot summer and a strong tourist season helped accelerate demand in several beverage categories.
Italgrob held its food and beverage industry meeting in Milan.
Corriere della Sera published figures and a forecast for the Italian beverage market.
- 2026 beverage revenue
- More than €22 billion
- Revenue growth
- 2.4%
- Alcoholic drink consumption
- Down 0.8%
- Low- or no-alcohol alternatives
- Up 7.3%
- Water’s share of beverage volumes
- More than 50%
Sources
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