The Italian beer sector enters 2026 with a renewed awareness: although volumes do not yet show full momentum, the supply chain now has stronger foundations and development potential that requires immediate attention. Beer is not just a product: it is an economic, cultural and social pillar of our country and an essential element of the Horeca ecosystem, where it contributes significantly to the value of the channel and its ability to generate positive social interaction. Horeca is, in fact, a privileged meeting place: it is in bars, pubs, restaurants and convivial spaces that beer expresses its natural vocation, bringing people together around the table, promoting good food and drink and reflecting an Italian lifestyle that UNESCO has recently recognised as cultural heritage. Supporting the growth of beer outside the home means supporting the growth of the entire sector and, with it, a fundamental part of our social identity.
That is why we need a collective push today: the transformations underway require vision, swift action and collaboration between all players in the supply chain. Sustainability is now the driving force behind industrial innovation. Large groups are accelerating their efforts in energy efficiency, renewables, water consumption reduction and circular packaging; small and medium-sized breweries are investing in smart processes and waste recovery. All this is taking place within a European regulatory framework – from the PPWR to the circular economy – which requires rapid adaptation and continuous monitoring of policies. At AssoBirra, we are supporting the supply chain with operational guidelines, technical tools and constant dialogue with institutions, because sustainability and competitiveness are inseparable levers for the growth of the entire Horeca system.
Strengthening domestic barley and hop production, investing in research and development on resilient varieties, and collaborating with academia to develop new skills are essential for defending the identity of Italian beer.
At the same time, changing consumption patterns – from low-alcohol and non-alcoholic beers to lighter, more functional varieties – are opening up new opportunities to meet the demand for moderation and well-being, which is very much present among consumers outside the home. The out-of-home sector is the strategic hub where beer fully realises its economic and cultural potential. This is where the most influential trends originate: the growth of draught beer, the demand for more extensive and diversified menus, and a focus on service, sustainability and product culture. These are signs that we cannot afford to ignore: they represent the direction in which the sector must urgently move in order to respond to increasingly aware and sophisticated consumers.
In this sense, Beer&Food Attraction is a key event: a meeting point for dialogue with Horeca, distributors, producers and restaurants, sharing visions and building new opportunities for growth. AssoBirra’s presence in Rimini confirms our desire to listen and work together for a more competitive, modern out-of-home sector that is capable of fully expressing the value of Italian beer.
2026 will be a decisive year. Collaboration, responsibility and the ability to anticipate change will be needed to grow a sector that is not only part of the economy, but an integral part of the Italian agri-food system and our social life. As AssoBirra, we will continue to be the home of Italian beer: a place of representation, support and development; a partner for the entire Horeca and production chain; an entity committed to working together with businesses to restart and grow the sector.
Because the future of beer – and of the Horeca sector that promotes it every day – is built together, not alone.
