The Italian beer sector entered 2026 with renewed awareness: while volumes still don’t indicate full momentum, the industry now has stronger foundations and development potential that requires immediate attention. Beer is more than just a product: it is an economic, cultural, and social pillar of our country and an essential element of the HoReCa ecosystem, where it significantly contributes to the channel’s value and its ability to generate positive social interaction. HoReCa represents 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 recently recognized by UNESCO as a cultural heritage. Supporting the growth of beer in the out-of-home sector means supporting the growth of the entire sector and, with it, a fundamental part of our social identity.

This is why a collective push is needed today: the transformations underway require vision, rapid action, and collaboration among all stakeholders in the supply chain. Sustainability is now the driving force behind industrial innovation. Large groups are accelerating efforts on energy efficiency, renewables, reduced water consumption, and circular packaging; small and medium-sized breweries are investing in smart processes and waste recovery. All of this within a European regulatory framework – from PPWR to the circular economy – that requires rapid adaptation and ongoing policy oversight. As AssoBirra, we are supporting the supply chain with operational guidelines, technical tools, and ongoing 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 is essential to defending the identity of Italian beer. At the same time, evolving consumption styles – from low- and no-alcohol beers to lighter, more functional options – opens up new opportunities to tap into the demand for moderation and well-being, a key aspect of out-of-home consumption. Out-of-home consumption is the strategic hub where beer fully realizes its economic and cultural potential. This is where the most influential trends emerge: the growth of draft beer, the demand for broader and more diverse beer menus, the focus on service, sustainability, and product culture. These are signals we cannot afford to ignore: they represent the direction in which the industry must urgently move to respond to increasingly informed and sophisticated consumers. In this sense, Beer&Food Attraction is a key event: a meeting point for dialogue with the Horeca (Horeca) sector, distributors, producers, and restaurants, sharing visions and building new growth opportunities. AssoBirra’s presence in Rimini confirms our willingness to listen and work together for a more competitive, modern out-of-home sector capable of fully expressing the value of Italian beer.

2026 is a crucial 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 supply chain; a body committed to working alongside businesses to revitalize and grow the sector.

Because the future of beer – and of the HoReCa sector that promotes it every day – is built together, not alone.