33,6 lt
PER CAPITA CONSUMPTION
+3,4
201719.684.000 hl
+3,2
20.319.000
hlBEER CONSUMPTION
2017NATIONAL
PRODUCTION16.410.000 hl
9°PLACE
IN UE+4,7
2017+4,3
2017export+6,6
504.000 hl
140.700
CRAFT BEER
WORKERS
3
31 %
69 %
MARKET%%%%%INDUSTRIAL
BEER
%source: Annual report Assobirra 2018THE UNIVERSE OF CRAFT BEERBEER IN ITALY IN FIGURESapproach the completely different product. In
our case we are characterized by a purist ap-
proach in the art of brewing with great atten-
tion to detail that is the fruit of the work of
generations of our family». Martino Zanet-
ti, owner of the Theresianer brewery in
Nervesa della Battaglia, in the province of
Treviso, also emphasizes family: «The pres-
ence of a family property has given us clear
principles represented by quality, tradition
and organizational contemporaneity and this
is what we communicate to our customers. I
ventured into a challenging and competitive
world that demands discipline and creativity
at the same time». Febo Leondini, Manag-
ing Director of Birra Castello, another
independent Italian brewery, born in 1997
and also owner of the Pedavena and Do-
lomiti brands, indicates the relationship
with the customer as the main difference:
«The main difference compared to a brew-
ery entered into the orbit of a multinational
company is the relationship established be-
tween the customer and direct ownership of
the company. It’s a direct dialogue between
entrepreneurs who reason with similar log-
ics and, therefore, who can understand each
other much more easily and quickly than what
happens when the counterpart is hinged in a
multilevel organizational structure». What is
certain is that the birth of craft breweries
has shaken the whole sector: «The artisan
brands have contributed to making this world
more interesting, increasing its value and cre-
ating new consumption opportunities where
beer was only marginally present - underlines
the lady Fuchs von Mannstein - The arrival
on the market of these actors has also given
impetus to industry in the area of innovation
and assortment structure».
Leondini echoes: «There is great respect for
these microbreweries that have undoubtedly
contributed, in different forms, to spread-
ing the beer culture in our country». It is
also true that craft breweries are not their
main competitors: «In different seg-