"The market for spirits in Italy is experiencing a golden period, with a turnover of €5 billion in 2022. With the emergence of new companies and an increasingly broad audience, what future does this sector offer?"
In recent years, the spirits market in Italy has been in constant growth, both nationally and internationally.
The sector reached total revenues of €5 billion in 2022, of which €1.7 billion came from exports. Growth continued into 2023, with a total revenue increase of 4.9%.
This tells us that our spirits like them very much, both in Italy and abroad, gaining important recognitions even at the institutional level. From 2023, in fact, consortia can be formed in Italy to protect spirits as well.
As observed, our spirits have considerably increased their sales in recent years, with liqueurs and bitters leading in revenue. Specifically, bitters, especially artisanal ones, are experiencing a significant rise in popularity, chosen as after-dinner digestifs and flagship products in new venues.
However, the spirit that is most on the rise in consumer preferences, particularly among younger people, is undoubtedly gin.
Gin is indeed driving the spirits sector in Italy, especially leading to the opening of new venues. Its great popularity is certainly due to its widespread use as a key ingredient in mixology but, lately, it has been a bearer of new tastes and eccentric experiments, such as fruity flavors that are very appealing. Gin is also growing in the Ho.Re.Ca. channel, with an increase in available references, rising from 31 to 52 labels between 2019 and 2022.
In light of this rapid growth in the spirits sector, it is crucial to understand what new consumers are looking for in these products.
The answer is very simple: authenticity.
Those who enjoy tasting our spirits prefer natural, sustainable, and artisanal products; it means having the opportunity to build a direct relationship with the producer.
This growing trend has led to the emergence of numerous micro-distilleries and new labels, particularly in the gin and bitters segments, which aim to meet these demands.
The spirits sector in Italy is growing: how can we give new producers the vital support they need?
First, it is essential that this constellation of micro-companies opens up extensively to sales, enhancing the relationship with their customers, both nationally and internationally.
All the tools to achieve these objectives are available, even at the institutional level. Since 2023, the Ministry of Agriculture, Food Sovereignty, and Forestry has decreed the possibility of forming protective consortia for spirits as well.
This revolution is welcomed enthusiastically for its potential to help producing companies enhance their market, even abroad.
The spirits market in Italy is in full expansion, thanks to the emergence of new companies and labels, the increasing demand for artisanal and sustainable products, and strong exports. Now, it has all the tools, including institutional support, to achieve even better results in the years to come.
The ingredients to continue expanding this sector are all there. It is up to our companies and producers to leverage these great opportunities, investing wisely and enhancing their relationship with new consumers.
