Are we really living in an era of ‘everything, right now’? Not necessarily. According to the study ‘Italians and Reclaimed Time’1,commissioned by Ichnusa from AstraRicerche and based on a representative sample of the Italian population aged 18–70, Italians are, moment by moment, developing a more conscious (and resolved) relationship with their time.
The picture that emerges is that of a country undergoing a positive transition: 46% have already found their own pace, 38% describe themselves as ‘in control of their time’, and 9% even say they are ‘taking things slowly, to really enjoy what I do’. Furthermore, 45% say they are (very or fairly) satisfied with their relationship with the pace of life.
The study was commissioned by Ichnusa, the Sardinian beer that embodies a region where time is experienced with intensity and respect – the same principle that inspires Ichnusa Metodo Lento, the latest addition to the historic Assemini brewery, which has chosen to devote more time to the heart of the brewing process, fermentation, to bring out the organoleptic profile and ingredients to the fullest and most clearly.
For more than 1 in 2 Italians, a beer with friends is the epitome of ‘time well spent’
In the ranking of experiences that best represent ‘found time’, ‘a beer with friends’ received 54% of the votes, even surpassing the iconic gesture of our digital, hyper-connected era: switching off one’s smartphone for a few hours (53%).
Confirming this beverage as a symbol of quality time, for more than one in three Italians (37%), enjoying a beer (alone or with friends) is already one of the ideal occasions for carving out ‘quality time’, alongside a walk in the open air (62%) and relaxing on the sofa (61%).
Balance is something you have to earn: 6 out of 10 Italians feel the pressure of the ‘social roadmap’
The path to balance is not without its obstacles. 67% of Italians still feel that their lives follow a ‘roadmap decided by others’, that implicit sequence of milestones that society expects: studying, working, getting married, building a career. Among Gen Z, this pressure reaches 81%.
Yet Italians know exactly what they want: to devote more time to meaningful relationships (59%), self-care (57%) and personal passions (53%). Work comes in at 21%, the lowest ranking category. This sends a clear message: for Italians, ‘quality time’ is synonymous with a fulfilling life rather than productivity.
When it comes to personal transformation, 27% say that their mindset is the first thing they need to change in order to reclaim their time. Learning to live in the present, without regrets and without rushing.
Taking time: the added value that Italians recognise
The culture of ‘taking your time’ extends beyond the personal sphere and also influences consumer choices. 96% of Italians appreciate those who, including in the food sector, take the time needed to create a product made with care: 50% see it as a ‘sign of attention’, and 46% as ‘an interesting choice if it leads to a good result’.
When applied to beer, this principle meets with an enthusiastic response: when Ichnusa Metodo Lento was presented, 78% of Italians said they would be interested in trying it. This figure peaked at 82% in Sardinia, the birthplace of Ichnusa and the only place where this beer is still produced today,
“When nearly eight out of ten Italians tell us they’d like to try Metodo Lento, we understand we’re talking about something bigger than a drink“, comments Cristina Newburgh, Marketing Manager at Ichnusa. “It’s not a question of necessarily slowing down, but of giving the right amount of time to what matters: people, moments, things done well. Metodo Lento was born precisely from this belief, the same one with which we’ve been making beer in Assemini for over a hundred years“.
Sardinia, a laboratory of rediscovered time
If there’s one region that’s already anticipating what the rest of Italy is learning, it’s Sardinia. Only 24% of islanders describe themselves as frenetic (vs. 38% nationwide), the lowest figure in Italy. The pressure of the “social roadmap” drops to 61% (vs. 70% in the Northeast). Adherence to the principle “when we dedicate the right amount of time, everything turns out better” stands at 87%, among the highest in Italy.
It’s no coincidence that Ichnusa, born and rooted on this island, chose to explore the value of time. Research confirms this: Italians associate Sardinia with the idea of rediscovered time. A sunset aperitif overlooking the sea in Alghero, the silence of the Supramonte, a slow dinner in Barbagia. An imagery that speaks the same language as those who choose to use the right time to do things well.
MetodoLento: the new Ichnusa that tells the story of its recipe in its name
Ichnusa Metodo Lento is born from a respect for time and a passion for quality. For this beer, the master brewers of Assemini chose to extend the fermentation process, the heart of the brewing process. This extra time allows the yeast to work calmly, the hops emerge more clearly, and the body is fuller, resulting in a very balanced beer. It is a pale lager with an alcohol content of 4.3% ABV, full-bodied, and with a perfectly balanced, refreshing flavor. The flavor is accessible, suitable for multiple drinking occasions, and perfectly complements Ichnusa Non Filtrata.
Ichnusa Metodo Lento is the latest chapter in a century-old story, which recounts the passion for quality and the constant desire to innovate of the historic Assemini brewery.
1) The survey conducted by AstraRicerche for Ichnusa was administered at the end of March 2026 and involved a representative sample of 1,217 people aged between 18 and 70 residing in Italy (with oversampling in Sardinia)
