Italy’s position on the international beer scene continues to evolve. Italy retains its status as a net importer, with purchases from abroad amounting to €720 million in 2024, compared to exports of approximately €260 million. However, an analysis of trade flows reveals trends that go beyond simple volumes, outlining a strategy for promoting Italian products on global markets.
In 2024, there was an overall decline in trade flows. Beer imports fell by 9.4% in value, driven by a decrease in volumes from Belgium and the Netherlands, while Germany remained Italy’s main supplier, accounting for 45% of total purchases. Exports also experienced a decline in volume (down 11.1% compared to 2023), falling to 310 million litres. The key finding is that the value of trade has held up better over the last two years, supported by an increase in the average unit export price. Partly linked to the general rise in international prices, this also indicates an improvement in the positioning of Italian companies in premium market segments. Bottled beer still accounts for the majority of imported products, but there has been a steady increase in the share of beer in kegs of less than 10 litres, which has risen from less than 20% to 26% of the value over the past five years. On the export side, bottled beer accounts for almost three-quarters of export value and over 60% of the volume sold to foreign markets.
Target markets: the United Kingdom and the surprising case of Albania
The United Kingdom remains an indispensable partner, accounting for over 30% of Italian exports by value (€80 million). The United States follows, and the real surprise of 2024 is Albania, which has become the third-largest destination market, overtaking France thanks to an exponential increase in the volume of beer purchased. China deserves special attention: although export volumes to Beijing are niche, the average unit value exceeds €1.50/litre (compared to a global average of less than €1.00/litre). This difference suggests that the Chinese market primarily demands craft or high-end beers, and is willing to pay a premium price for Italian products.
For the first time, non-alcoholic beer record a clear trade surplus
The most striking figure for 2024 relates to the non-alcoholic beer segment. For the first time, Italy recorded a net trade surplus in value for this specific category, with a surplus of over €9 million. Although, in terms of volume, Italy still imports more than it exports (29.5 million litres purchased compared to 25.4 million litres sold), the gap is closing rapidly. The driving force behind this success is an extraordinary increase in exports, which rose by almost 80% in value in 2024 alone. Once again, the United Kingdom plays a crucial role, accounting for over 50% of Italy’s non-alcoholic beer sales and clearly outperforming other promising markets such as Australia and the United States. On the import side, Poland remains Italy’s main supplier of non-alcoholic beer (40% of the total), followed by Germany.
Contribution produced as part of the PAC 2025–2027 Network Programme (MASAF), executive project CR 03.09 – RURAL IN FOOD.
