Italy: Heineken Italia claims over one third of the beer drinking market in Italy

Beer production in Italy has become increasingly focused in the hands of the large, multinational brewing giants. Heineken Italia claims over a third of Italian beer sales by volume, and Gruppo Peroni, now owned by SABMiller, a further 25%. With Carlsberg Italia in third place, foreign-owned brewers now control over two-thirds of the Italian beer market.

Consumption of alcoholic beverages in Italy, at some 4.78 billion litres in 2004, was 2.5% lower than in 1999. Market value, however, has continued to rise year-on-year, due to price increases and to trading-up. Sales of alcoholic drinks were more than 20% higher in 2004 than in 1999.

Between 1999 and 2004, the consumption of alcoholic drinks declined by 2.5%, whereas, consumption of bottled water rose by 36% between 1999 and 2003. Consumption of fruit juices rose by more than 60%.