Together with Julia Leferman, we discussed the key changes currently taking place in the beer sector: from sustainability to technological innovation, from new consumer demands to the growth of non-alcoholic beers, right through to the increasingly central role of collaboration across the entire value chain. This analysis also focuses in particular on Italy, where beer has forged an ever-stronger link with gastronomy, local areas and tourism.

What is The Brewers of Europe and its role in the European beer sector, and how does it connect with the Italian brewing sector?

«The Brewers of Europe is the voice of Europe’s brewing community. We unite 28 national brewers’ associations and five global companies to represent the priorities of more than 10,000 breweries, ranging from centuries-old family brewers to innovative craft producers and international companies. Our role is to promote and defend the interests of beer companies, ensuring that policymakers understand the economic, social and cultural value of brewing, while helping create the conditions for a competitive, sustainable and innovative sector.

Italy is an excellent example of Europe’s brewing dynamism. With more than a thousand breweries producing almost 17 million hectolitres of beer each year, it is one of Europe’s leading brewing nations. Through AssoBirra, our Italian member association, we work closely with Italian brewers on the key opportunities and challenges facing our sector across Europe. Over the past two decades, the country has built a vibrant brewing culture that combines creativity, quality and strong links with gastronomy. Italian beers frequently pick up some of the most prestigious global prizes, whilst Italy’s brewers are increasingly recognised not only for innovation but also for the way they connect beer with regional identity and tourism. Across the country, breweries are increasingly becoming destinations in their own right, with beer routes helping visitors discover local food and traditions. That perfectly reflects our belief that beer is much more than a beverage: it is part of a wider ecosystem that supports agriculture, hospitality and local communities».

Beer has a long history in Europe and represents an important economic sector. What is the current state of the European beer system?

«Europe remains the world’s brewing heartland, but the sector is navigating a challenging period. Economic uncertainty, inflation, higher production costs and changing consumer habits continue to affect the beer business across Europe. Our latest European Beer Trends report shows that both production and consumption declined again in 2025.

However, looking only at volumes would miss the bigger picture. European brewing continues to innovate, invest and adapt. Brewers are responding to new consumer expectations through premiumisation, improved sustainability, digitalisation and a remarkable expansion of beer styles, including non-alcohol beers. Today, around one in every twelve beers consumed in the European Union is non-alcohol, demonstrating that innovation is creating new occasions for people to enjoy beer while supporting consumer moderation. The sector also continues to make a major contribution to Europe’s economy, supporting around two million jobs across farming, malting, brewing, logistics, hospitality and tourism. Beer remains one of Europe’s great agri-food success stories and we will publish later this year the latest numbers on this impact across society and economy».

Beer is no longer simply the result of a production process, but rather the outcome of an integrated “farm-to-fork” system connected with consumers and society. Is this value recognised by consumers?

«Increasingly, yes, and this is exactly what we mean when we say: Beer is More. However, we all have a responsibility to continue telling the story beyond the final beer in the glass. Beer is more than that. Behind every pint is a network of farmers growing barley and hops, maltsters, brewers, packaging suppliers, transport companies, cafés, restaurants, pubs and retailers. Every stage creates employment, supports rural economies and contributes to vibrant local communities in Europe.

Beer is also embedded in our landscapes. Consumers are becoming more interested in authenticity, provenance and sustainability. They want to understand where ingredients come from, how products are made and what companies are doing to positively contribute to nature and Europe’s environmental sustainability goals. This shift creates an opportunity for brewers because beer has one of the strongest and most transparent stories to tell. It is local by nature, deeply rooted in European culture and built on ingredients rooted in agriculture.

Beer is also embedded in our culture and lifestyle. It creates social value across Europe, with pubs, breweries and beer gardens important places where people meet, celebrate and connect. Especially after the pandemic, we have all been reminded that these shared social experiences have enormous value».

In this context, raw materials, technology and services become increasingly important in delivering value.

«Absolutely. Today’s brewing sector depends on collaboration across the entire value chain.

Climate change is making agricultural resilience more important than ever. Brewers are working closely with farmers to improve sustainability, protect biodiversity and ensure long-term availability of high-quality raw materials. At the same time, investments in technology are helping to increase energy efficiency, improve water stewardship and minimise waste, making beer production one of the most circular processes in the world.

Innovation is not only happening inside the brewhouse. From precision fermentation controls and AI-assisted brewing processes to new de-alcoholisation techniques and more sustainable packaging, innovation is reshaping every stage of the brewing value chain.

Research organisations, universities and technical centres play an essential role by connecting science with business. Continuous collaboration amongst researchers and brewers will be fundamental to maintaining Europe’s global leadership in brewing excellence. This spirit of collaboration is exactly what September’s European Brewery Convention (EBC) Congress in Rotterdam represented: bringing together brewers, scientists, suppliers and innovators from across Europe to exchange knowledge, showcase the latest research and technologies, and collectively shape the future of brewing».