When thinking about beverages from Italy, most people immediately picture a glass of red wine, an espresso, or perhaps an Aperol Spritz. Beer? Very few would spontaneously associate it with the Bel Paese. And yet, over the past decades beer has become an integral part of Italian food culture, developing its own traditions, iconic brands, and one of the most vibrant craft beer scenes in Europe. While beer consumption stagnates or declines in many countries, it has been rising steadily in Italy, of all places, a nation renowned for its wine.
In this article, we take an in-depth look at the topic of beer in Italy: the major brands, the history of brewing, the regional specialties, and the Drinking habits of Italians and the question of what role the humble beer actually plays today alongside Chianti and Barolo.
Beer in Italy: A Brief Overview
Beer is not a mass-market drink in Italy the way it is in Germany, the Czech Republic, or Belgium, but it has long since moved beyond the fringes. The per capita consumption most recently stood at around 36 liters per year, well below the European average. By comparison, Germany still clocks in at well over 90 liters per capita. The key difference, however, lies in the trend: while Germans drink less year after year, the curve in Italy is pointing upward.
This rise has several causes. Beer is seen as an uncomplicated, sociable drink, it pairs wonderfully with pizza, and especially the younger, urban generation is increasingly reaching for a glass of beer instead of wine. Add to this a full-blown craft beer revolution that has transformed beer's image in Italy from an affordable thirst-quencher to an artisanal product to be savored.
The History of Beer in Italy
Early Roots
Unlike Central Europe, where beer had been a staple since the Middle Ages, Italy long remained a wine-only country. The Mediterranean climate favored viticulture, while barley and hops played only a marginal role. It was not until the 19th century, with industrialization and the influence of Central European brewing traditions, the country's first major breweries emerged, often in the northern regions, where alpine water and proximity to Austria and Germany provided ideal conditions.
The founding years of the major brands
The history of commercial beer in Italy begins in the 19th century with names that every Italian still knows today:
- Menabrea was founded in 1846 in Biella, Piedmont, and is considered the oldest still-active brewery in Italy. It drew on the pure water from the Oropa mountains and quickly made a name for itself with an excellent Pilsner and a dark beer in the Munich style.
- Peroni also came into being in 1846, founded by Francesco Peroni in Vigevano, Lombardy. The company grew into the undisputed market leader and a symbol of "Made in Italy".
- Birra Moretti was founded in 1859 in Udine, Friuli-Venezia Giulia, and has become a landmark of an entire city, thanks to the famous "Baffo", the mustachioed man on the label.
- Ichnusa followed in 1912 in Cagliari, on Sardinia. The name derives from the ancient Greek designation for the island and remains inseparably linked to Sardinian identity to this day.
Consolidation and acquisitions
In the 20th century, particularly toward the late 1990s and early 2000s, the Italian beer market consolidated significantly. Large international brewing conglomerates gradually acquired the storied family-run operations. Today, Peroni belongs to the Japanese Asahi group, while Moretti and Ichnusa are both under the Heineken umbrella. This consolidation pushed many traditional brewing families to the margins, but at the same time laid the groundwork for the later craft beer movement of independent small breweries.
The most important beer brands from Italy
Anyone exploring beer from Italy cannot overlook a handful of iconic brands. They define the image the world has of Italian beer and appear on virtually every drinks menu between South Tyrol and Sicily.
Peroni and Nastro Azzurro
Peroni is the best-known Italian beer brand of all. The classic Peroni is a light, easy-drinking lager that pairs perfectly with the Mediterranean climate. Even more internationally recognized is the premium variant Nastro Azzurro ("blue ribbon"), brewed since 1963. With its elegant, slightly bitter character, it has established itself worldwide as a symbol of the Italian lifestyle and can be found in upscale restaurants in many countries.
Birra Moretti
Birra Moretti is, alongside Peroni, the second great pillar of Italian beer. The classic Moretti is a full-bodied, well-balanced lager with a slightly malty note. Particularly popular is the "Le Regionali" line, in which Moretti releases beers featuring ingredients and characteristics of individual regions, a clever bridge between industrial production and regional identity.
Ichnusa: The Pride of Sardinia
Few brands are as closely intertwined with a region as Ichnusa with Sardinia. For many Sardinians, the beer is far more than a drink, it is a piece of home. The "Ichnusa Non Filtrata" variant, a naturally hazy, unfiltered beer, has achieved near-cult status in recent years and stands as a symbol of how even the major brands are embracing the trend toward more authentic, artisanal beers.
Menabrea
As Italy's oldest brewery, Menabrea enjoys a special reputation. The beers from Biella are still brewed today using Alpine water and have won numerous awards at international competitions. Menabrea represents the refined middle ground between industrial beer and craft beer: tradition-conscious yet high in quality.
Other Well-Known Names
Among the other popular brands are Birra Castello from Friuli, the Theresianer founded in Trieste with its Austro-Habsburg roots, as well as numerous regional breweries that have built a loyal following in their home regions. Together, they form the diverse foundation of the Italian beer landscape.
The Craft Beer Revolution: Birra Artigianale
Perhaps the most exciting development of recent years is the rise of birra artigianale, handcrafted beer. What began in the 1990s with a handful of pioneers is today a flourishing movement with more than 1,300 breweries across the country (Unionbirrai). In just a few decades, Italy has achieved a remarkable density of independent breweries.
From Farm to Glass
Many of these craft breweries have an agricultural background. They see themselves as part of Italian food and drink culture, one that values regional ingredients, seasonality, and craftsmanship, very much in the spirit of the Slow Food philosophy. On average, an Italian craft brewery produces around 15 different beer styles, experimenting with local ingredients such as chestnuts, citrus fruits, grapes, and herbs. The result is beers that exist nowhere else in the world.
The Italian Pilsner
A particular hallmark of the scene is the Italian Pilsner, a dry-hopped, aromatic take on the classic pilsner that has gained international recognition as a beer style in its own right. Alongside it, IPAs, ales, and classic pilsners are the most popular styles. With the Italian Pilsner, Italy has demonstrated that it is capable not just of imitation, but of making its own distinctive mark on the world of beer.
Unionbirrai and Birra dell'Anno
The interests of independent breweries are represented by the association Unionbirrai, which organizes the prestigious tasting competition "Birra dell'Anno" each year. Here, the country's best artisanal beers are recognized and awarded. It is an important driver of quality, visibility, and confidence within the scene.
Drinking Habits: How and When Italians Drink Beer
Drinking habits around beer in Italy differ considerably from those in traditional beer-drinking countries. In Germany or the Czech Republic, beer is often the drink of choice after work and consumed in large quantities. In Italy, by contrast, beer is typically enjoyed mindfully and in moderation, as an accompaniment to food or as a social drink at the bar.
Beer and Pizza: A Perfect Pairing
Arguably the most classic combination is beer with pizza. Unlike a formal dinner, where wine is traditionally served, a cold beer at the Pizzeria is considered perfectly natural. The Spritzigkeit and slight bitterness of the beer pair beautifully with the savory toppings and crispy crust. For many Italians, beer and pizza are as inseparable as espresso and breakfast.
Beer at the Aperitivo
Also at the Aperitivo, the convivial pre-dinner gathering, has become a natural home for beer. Between 6 and 9 p.m., Italians meet at bars to unwind after the day, traditionally with an Aperol Spritz, Campari, or Prosecco, but increasingly with a beer as well. The bitterness of hops stimulates the appetite, the carbonation provides refreshment, and a light beer pairs beautifully with small snacks such as olives, bruschetta, and mozzarella.
Mindful enjoyment over excess
A defining trait of Italian drinking culture is its firm rejection of getting drunk. Drinking is a social act, closely tied to food and community, never oriented toward intoxication. This culture of moderate enjoyment also shapes the way beer is consumed: it is savored for pleasure, not in large quantities.
Wine vs. beer: the standing of beer in the land of wine
Italy remains a wine country at heart, and there is no arguing with that. Surveys indicate that roughly 55 percent of Italians prefer wine, while around 45 percent lean toward beer. Wine still leads, but beer is steadily gaining ground, especially among younger generations and in urban areas.
Regional differences
As is so often the case in Italy, the region plays a decisive role. In Lombardia, the industrial heart of the country, beer is particularly popular. Many residents, especially soccer fans, tend to reach for a beer rather than a glass of wine. In Toscana , by contrast, wine reigns supreme, and ordering a beer can feel like a mild cultural provocation. In the north, with its geographical and cultural proximity to Austria and Germany, beer has traditionally held a higher status than in the wine-dominated south and central regions.
A generational question
Perhaps the most important driver of growing beer consumption is the generational shift. Younger Italians associate beer with simplicity, cosmopolitan openness, and, thanks to the craft beer movement, quality and variety as well. While grandparents drank almost exclusively wine, for the under-35 crowd a good craft beer is an obvious and natural choice. As a result, the standing of beer is shifting slowly but steadily.
Buying and enjoying Italian beer
Those who want to explore the world of Italian beer firsthand have plenty of options today. Major brands such as Peroni, Moretti, and Nastro Azzurro have long been available at German supermarkets and Italian specialty stores. For a deeper dive, artisanal beers are well worth exploring: specialized beer shops, well-stocked online retailers, and Italian delicatessens often carry a selection of birra artigianale.
A few tips for getting started:
- With pizza , a classic lager such as Peroni or Moretti is the ideal match: light, lively, and uncomplicated.
- For the aperitivo an Italian Pilsner with its aromatic hop notes is a great choice.
- For the adventurous , it is worth reaching for an unfiltered variety such as Ichnusa Non Filtrata or a craft IPA from a regional microbrewery.
- For special occasions , the award-winning beers from Menabrea or standout selections recognized at the "Birra dell'Anno" competition are a reliable and impressive choice.
Beer in Italy is on the rise
The story of beer in Italy is far richer than the stereotype of a purely wine-drinking nation might suggest. From the storied brands of the 19th century to the iconic classics Peroni, Moretti, and Ichnusa, and on to a dynamic craft beer scene with more than 1,300 breweries , Italy reveals itself as a country that has only truly discovered its own beer culture over the past few decades, and with growing enthusiasm at that.
Wine remains the king of the Italian table, but beer has firmly secured its place: as a companion to pizza, as part of the aperitivo ritual, and as the drink of choice for a young, curious generation. Anyone traveling through Italy next time should feel free to take a look at the local beer menu. Somewhere between an ice-cold Nastro Azzurro and a creative craft beer from a small brewery, the Bel Paese reveals an entirely new, hoppy side of itself. Salute!