Under beach umbrellas, on shaded terraces, or at lively barbecues, summer remains the season of socializing—and toasting.
For Italy’s HoReCa (Hotel, Restaurant, Café) sector, summer 2025 brings not only more opportunities to connect but also new consumption patterns, shaped by economic caution and evolving tastes. According to beverage distribution leader Partesa, the season is marked by a cautious recovery in out-of-home consumption, driven by a desire for freshness, simplicity, and value.
A Summer of Lighter Choices
While personal preference still reigns, two consumer priorities have clearly emerged: lightness and affordability. This trend spans the beverage spectrum—from pale lagers and single-varietal white wines to mid-range spirits and sparkling cocktails.
In the wine category, the demand is clear: whites and sparklings are in, reds are out. Partesa reports a strong uptick in consumption of light, fresh wines served by the glass—especially those from Italy’s premium sparkling wine appellations like Franciacorta, Alta Langa, and Trentodoc. Their gastronomic versatility and more accessible pricing compared to Champagne make them ideal companions for summer meals.
Still wines are being sought out in monovarietal expressions—crisp, vertical, and vibrant—reflecting consumers’ growing interest in terroir and simplicity. The trend is also pushing Italians to rediscover local production, especially among younger drinkers. To tap into this, Partesa advocates for less technical language and more casual, by-the-glass experiences that encourage discovery and responsible enjoyment.
Beer Bounces Back
After a slow start to the year, beer is staging a summer comeback. According to Partesa, the revival is led by familiar and accessible styles, with light lagers ruling the season. Consumers are leaning toward low-alcohol, refreshing beers, with a growing interest in unfiltered and hoppy lagers, which offer more aromatic complexity and a slightly bitter finish that enhances refreshment.
Emerging styles like IPAs and Bitters are also seeing growth, thanks to their balance of flavor and moderate strength. And while the alcohol-free beer market is still small, it’s posting double-digit growth, especially when served on tap. The keg format, including 8-liter systems like “Blade,” is becoming more common—even for non-alcoholic offerings—thanks to its superior freshness and presentation.
The art of beer and food pairing is another growing trend, especially at meals and aperitivo hour, further integrating beer into Italy’s culinary culture.
Spirits and Cocktails: Accessible Indulgence
The heat is also giving spirits a boost. Gin, long the darling of the cocktail world, is stabilizing after a decade of growth. With purchasing power still under pressure, super-premium products are giving way to quality mid-range offerings, creating space for innovation and affordability.
Aperitivo culture continues to flourish, buoyed by ready-to-drink cocktails, keg cocktails, and a broader selection of spirits. While alcohol-free options remain a niche in Italy, they’re gaining traction in the cocktail space, often delivered as signature, branded creations. The educational value of these offerings is also being recognized, setting the stage for long-term growth.
Recovery in Progress
Giovanni Marco Esposito, Partesa’s sales director, describes the 2025 summer as “a season of slow but tangible recovery,” with cautious spending habits balanced by a desire for conviviality and informed indulgence. While foreign tourism hasn’t fully compensated for Italians’ limited purchasing power, the sector is finding strength in value-for-money offerings and quality mid-range products.
From sparkling wines and hop-forward beers to kegged cocktails and regional whites, Italians are embracing innovation and accessibility—without giving up the joy of a well-made drink shared in good company.
Source: WineNews