The Italian “out of home” beverage market—comprising drinks consumed in bars, restaurants, clubs, and similar venues—has reached a staggering value of over EUR 100 billion.
Within this vast sector, a pivotal consumer group has emerged: young adults aged 23 to 34, who account for 20% of market value. Their preferences, behaviors, and values are reshaping how the industry communicates and offers its products, particularly alcoholic beverages.
Young Tastes: From Cocktails to Conscious Choices
When it comes to alcoholic drinks, this age group shows a strong inclination toward cocktails and spirits (24%), followed by other alcoholic beverages (18%), beer (17%), and only then sparkling wines (16%) and still wine (13%). This ranking illustrates a shift in taste from traditional wine consumption to a more diversified drinking culture.
Despite wine’s lower standing in preference, it remains significant in social contexts. Among young people, wine is primarily consumed with friends and family, rather than romantic partners. Their favorite wine styles are sparkling and white wines, followed by red wines, and rosé wines at the end of the list.
Price, Sustainability, and Autonomy Drive Choice
The study, conducted by TradeLab and promoted by Federvini, reveals young people’s purchasing decisions are heavily influenced by price and sustainability. These come ahead of traditional wine criteria like grape variety, food pairing, or region of origin. An overwhelming 95% of young consumers make autonomous decisions about their beverage choices, seeking little to no advice from bartenders or restaurant staff.
In an additional revealing statistic, over 40% of young Italians express interest in trying no- or low-alcohol wines, reflecting growing awareness of health, moderation, and lifestyle compatibility.
The Voice of a Generation: Promoting Responsible Drinking
Recognizing this generational shift, Federvini launched “Comunicare il consumo responsabile” (Communicate Responsible Consumption), a national initiative in collaboration with four leading Italian universities: Sapienza University of Rome, University of Campania Luigi Vanvitelli, University of Florence, and University of Verona. The initiative invited students to create communication projects promoting responsible alcohol consumption to their peers, positioning youth not just as consumers but as ambassadors of moderation.
On May 15, in Rome, the best projects were recognized:
- “Cheers and Chilli” – University of Campania Luigi Vanvitelli
- “La vera arte è bere con saggezza. Assaparola” (“The real art is to drink wisely. Assaparola”) – University of Florence
- “Il gusto dell’equilibrio” (“The taste of balance”) – Sapienza University of Rome
- “Bevi con la testa, gusta con il cuore” (“Drink with your head, enjoy with your heart”) – University of Verona
One of these projects will represent Italy at the European final in Brussels on November 19, alongside teams from France, Germany, and Spain.
Industry and Academia: A Shared Responsibility
Micaela Pallini, President of Federvini, emphasized the importance of engaging with the younger generation through structured collaboration with academia, noting that it helps “spread a culture of informed and responsible consumption.” Cristina Mariani May, CEO of Banfi Wines USA, echoed this sentiment, reinforcing that the industry must take an active role in education and cultural change.
Academic voices such as Prof. Alberto Mattiacci (Sapienza) and Prof. Enrico Bonetti (Vanvitelli) praised the educational value of translating responsibility into authentic and modern communication. Professors Raffaele Donvito (Florence) and Paola Signori (Verona) underlined how these initiatives help foster a generation of marketing-savvy communicators with a social conscience.
A Collective Effort Toward Cultural Change
The ceremony was attended by prominent figures from Italian ministries of education, agriculture, and health, as well as institutional and industry leaders. This wide participation highlights how responsible drinking is not just a personal choice but a public, academic, and industry-wide mission.
As young people continue to reshape beverage consumption with new preferences and values, initiatives like these are critical to ensuring that the messages they hear—and the ones they share—support moderation, awareness, and cultural evolution.
Source: WineNews