Beer made in Italy. Here's how it went the 2012

by Tuesday, September 10, 2013


Also in the 2012 the Italian beer industry continued, While slowing down, the growth trend started in 2010. The implants (16 industrial plants and about 500 microbreweries) located on national territory have produced 13.482.000 hectolitres of beer, equal to +0,5% with respect to the 2011 (13.410.000 HL). Of these, 1.990.000 (the 14,8% of the total) were exported, While the rest has satisfied the 65,1% domestic demand of beer, almost to 17.636.000 HL (-0,5% with respect to the 2011. In absolute values, the production 2012 is the second best result ever, After the 13.673 millions of hectolitres of 2003, It marks the return to the pre-crisis values of 2009. Other data from stress, the 65,1% domestic market share covered by the national beer sector indicates a strengthening of the growth trend started in 2010 (63,5%) and continued in 2011 (63,9%). Good also the results of malt production, lifts to 649.140 quintals (+3,1% compared to 629.681 of 2011), as always entirely absorbed by the Italian brewing industry.


THE 1.990.000 hectoliters exported in 2012 are the second best result ever, After the 2.086.000 hectolitres of 2011 (-4,6%), and are still worth double that recorded in 2007 (1.068.000 HL). Sign that the beer brewed in Italy is now on the world market as a valid representative of the great, and unanimously appreciated, "Made in Italy" agribusiness. In terms of destinations, with respect to the 2011 decreased the proportion absorbed by the EU market (from 74% al 66%), in which Britain continues to take the lion's share with over 1 million hectolitres; among the non-European countries, to report the performance of United States (In addition 217.000 HL, +16% on 2011), Australia (more than 20.000 HL, +53,8%) and South Africa (almost 205.000 HL, +66%): all English-speaking countries since the great brewing tradition.


In 2012 were imported 6.144.000 hectolitres of beer, -3,9% compared to the record value of 2011 (6.391.000) and -2,5% compared to 6.304.000 submitted by 2010. The main exporter of beer in Italy confirms the Germany, with nearly 3.200.000 hectolitres of 52% of the total, followed by Netherlands (9,7%), Belgium/Luxembourg (7,4%), Denmark (5,3%), Slovenia (4%) and Great Britain (3,4%). Altogether the Italy continues to import from other EU Countries almost all (96%) beer needs not covered by domestic production, equal to 34,9% pet market.


The sum of exports and trends of imports meant that in the last year has been attenuated (-3,5%) the traditional commercial balance negative Italian beer market, dropped by -4.305.000 hectolitres of 2011 to -4.154.000 hectolitres of 2012. A further acceleration of the trend recorded in 2011, When the import was decreased by -1,9% compared to the previous year


As you can see, economic values recorded by the national beer industry are substantially stable compared to 2011. But there is a significant, positive, exception: direct employment has grown from 4.520 to 4.700 employees, equal to +4%, and even indirect, almost to 18.000 Unit, He scored a +1,1%, This is due above all to the excellent performance of artisan microbreweries.


Also in the 2012, as had happened in 2011, the European beer industry showed a more "slow" that Italian: the production of 29 Countries (the 27 of the EU 2012 more Switzerland and Norway) has reached 389.470.000 HL, -0,4% on 2011, a value far from the historical record marked in 2007, When i had been touched 415.438.000 HL. How to tell who continue to miss the call more than 25 millions of hectolitres (twice the Italian annual production). In the ranking of the producing countries Italy strengthens its tenth position, with the 3,5% of the total compared to 3,4% of 2011. Firmly at the top remains the Germany, that alone represents nearly 25% of the total, followed by Great Britain (10,8%), Poland (10%), Spain (8,5%), Netherlands (6,2%), Belgium (4,8%), Czech Republic (4,7%), France (4,4%) and Romania (4,3%). Remain behind Italy's brewing tradition established Countries like Austria, Denmark and Ireland. If on the production side the Italian beer sector has registered a small increase, the same cannot be said of consumption that, After three years of moderate growth but continues, in 2012 they marked a slight offset to 17.636.000 millions of hectolitres (-0,4% with respect to the 2011). This has sent down, by little, the per capita consumption: Come on 29,8 litres of 2011 (reclassified data following the ISTAT census of 2011) to 29,5 litres of 2012.


Lengthening the look on the progress of the last decade, in quantitative terms the stability of consumption is definitely the predominant. In fact between the 2003 and the 2012, with the exception of 2007 – the year in which, unique in history, exceeded the threshold of 31 litres per capita – and 2009 – When, soon after the outbreak of the economic crisis, fell to 28 litres – consumption have always attested between 29 and the 30 litres. The picture changes however partially if you compare Italy with other European countries. In 2012 the average per capita consumption of beer EU (more Switzerland and Norway) fell to 71,5 litres (-4,2%), with decreases more or less accentuated in all major consumer Countries (Czech Republic 144, Austria 107,8, Germany 105, Ireland 85,6, Luxembourg 85, Belgium 74, Great Britain 68,5). This has meant that our country, while maintaining the last place in consumer spending, has for the fourth consecutive year, reduced – although a little – their gap relative to the EU average: in percentages, in 2012 Italian consumption was equal to 41,2%, against the 37,4% of 2009. Although – should always be remembered – it remains from 3 at 5 times lower than that of the countries at the top of the ranking, and below us neighbours Countries, for history and geography, what Spain, Portugal, Greece and France.


Returning to domestic demand, and passing from quantitative analysis to a qualitative, It can be said that the upsurge of the economic crisis in 2012 has resulted in some consequences, partly in line with already phenomena reported in previous years and in part new.

With respect to distribution channels, continued also in 2012 moving from the so-called beer consumption outside the home (On Trade) to purchase modern and traditional distribution (Off-Trade): with respect to the 2011, the first fell from 41,8% al 41%, While the second is correspondingly rose from 58,2% al 59%. Note that the phenomenon lasts for a shine: in 2007 the Trade covered 45,5% of the total, and the Off-Trade the 54,5%; Since the first went down and the second climbed steadily. The explanation is that, because of the decrease in the purchasing power of the Italians – it reduces the percentage of consumption outside the home (bar, restaurants, pub, etc.) while increasing the number of those who buy beer before drinking between the domestic walls.

Another noteworthy phenomenon, the turnaround in consumption of top segments that – remember – are those with higher margins for the industry. While, In fact, the specialties are further increased by the 12,76% of 2011 al 13,40% of 2012, the Premium have lost more than two points (from 32,65% al 30,34%); and also the Main Stream have marked a slight decline, While continuing to represent almost half of the entire market (from 47,49 al 46,96%). Everything to

benefit of Economy (from 2,12 al 2,23%) and, especially, of Private labels that have increased by almost 50% its share: from 4,30% al 6,42%.



The industrialists ' Association of beer and malting was founded in 1907 It brings together the major companies that produce and sell beer in Italy that together cover more than 98% National beer production and represents more than 75% of the beer consumed in Italy, giving directly and work with its suppliers to 144.000 people.

ASSOBIRRA carries out for the beer sector institutional functions, promotions, and technological development. The institutional tasks of the Association are mainly related to the representation, both in Italy and abroad, of member companies with regard to legislative aspects, Trade Union and legal. In all of these areas ASSOBIRRA carries out an important role of control and information in order to protect the interests of members and provide their opinions, rough guidelines and assistance.

The industrialists ' Association of malt and beer is also the body responsible for monitoring the consumption of beer in Italy. This promotes every year a quali-quantitative research on the consumption habits of Italians, In addition to studies and research on beer quality and production technology. ASSOBIRRA, In addition, in order to better know and appreciate this drink, He has long promoted the product with collective advertising campaigns aimed at responsible consumption education and cultural development of the product.

ASSOBIRRA industry interests and product awareness of critical issues related to non-responsible consumption of beer as alcoholic beverage.

ASSOBIRRA adheres, In addition to Confindustria , even at Federalimentare . Part of buoys (The Brewers of Europe), Very challenging responsibility of (Comité de Travail des Malteries) and EBC (European Brewery Convention).

President: Dr. Alberto Frausin (Carlsberg Italy SpA)

Vice Presidents: Dr. Thomas Norsa (Birra Peroni S.r.l.) , Ing. Piero Perron (Heineken Italy Spa)

The presidential delegate for international issues: Dr. Franco Thedy (Birra Menabrea Spa)

Director: Dr. Philip Terzaghi

Deputy Director: Dr. Andrea Bagnolini



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