Home, Local Community, and the NoLo Boom: How Italians Are Enjoying Beer in Summer 2026

Where do Italians drink beer during the summer season? The latest survey conducted by Ipsos Doxa for AssoBirra’s Beer Information Centre (CIB) charts a new map of summer socialising. Beer is seen as a staple primarily at one’s own home or at the homes of friends and family (66%), confirming the growing central role of domestic and semi-domestic spaces as venues for summer gatherings. Restaurants and pizzerias follow at 50%, ahead of venues like bars, pubs, and beer halls (47%), and local village festivals or sagre (39%), underscoring the enduring value of widespread social occasions and local community connections.

More informal and outdoor settings also contribute to this shifting landscape: 30% of respondents associate beer with picnics and barbecues, 28% with the beach or beach clubs, and 23% with concerts or festivals. Smaller yet notable shares mention parks and green spaces (17%), day trips to historic villages or small towns (16%), and town squares or historic city centres (16%)—all signaling a summer season that finds value not only in traditional holidays, but in everyday moments close to home.

“The data from this edition of the CIB point to an interesting shift: summer social life is increasingly built around simple, accessible, and authentic moments in which beer naturally fits,” comments Andrea Bagnolini, Director General of AssoBirra. “It is no longer just a drink linked to holidays or traditional out-of-home consumption, but one that accompanies an everyday summer routine made of relationships, spontaneity, and togetherness. This evolution reflects lifestyles that are closer to local communities and new consumer demands. It comes as no surprise, then, that AssoBirra’s 2025 Annual Report highlighted both stable overall consumption and a sharp acceleration in the low- and no-alcohol segment—two dynamics that demonstrate a sector capable of continuously evolving alongside its consumers.”

Generational Perceptions of Beer

While the places of social interaction may be changing, the set of values Italians associate with beer during social gatherings remains strong. Conviviality is the most cited value (51%), followed by relaxation (47%), fun (40%), and lightness/simplicity (37%). Spontaneity (30%), quality (27%), authenticity (21%), and tradition (19%) complete the picture. The overall profile points to a beverage capable of seamlessly integrating into summer rituals, whether for special occasions or daily socialising.

Generational differences reinforce this view: Gen Z associates beer primarily with fun (43%), Millennials view it through the lens of relaxation (51%), while Gen X sees it mainly as an expression of conviviality (62%) and quality (32%). These three distinct sensibilities converge in recognizing beer as a facilitator of authentic shared moments.

The Rise of Non-Alcoholic Beers

This shift toward more mindful consumption is also reflected in the market, where low- and no-alcohol beers are gaining ground. As highlighted in AssoBirra’s 2025 Annual Report, with total market volume holding steady at over 21 million hectolitres, the low- and no-alcohol segment recorded the most significant growth across the entire industry. Its market share climbed from 2.1% to 3.9% in a single year, nearly doubling its presence.

The perspective of the Horeca distribution channel fits right into this evolving landscape, as highlighted by Italgrob. “I wouldn’t speak of a total transformation of Italian out-of-home consumption, but rather a rediscovery: village festivals, local fairs, and neighbourhood venues represent the earliest roots of out-of-home drinking—an Horeca ante litteram that meets Italians’ desire for community and local connection,” states Antonio Portaccio, President of Italgrob. “There isn’t a village festival in Italy that doesn’t involve a distributor: the countless beer festivals taking place outdoors across Italy during the summer are essentially the result of distributors’ work and commitment in their local territories.”

Distributors also play a central role in guiding venues toward emerging market trends: “The role of Horeca distribution has been and remains essential in converting the growth of low- and no-alcohol beers into a tangible opportunity for the trade,” Portaccio concludes. “It is a result built on information and training, which are becoming increasingly strategic assets to support the sector through this growth phase.”

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