Just months before the sugar tax goes into effect on January 1, 2026, the Italian soft drinks industry is showing signals of crisis. According to Assobibe, the Confindustria association that represents the sector's enterprises, market performance in the summer of 2025 fell short of expectations, with sales decreasing throughout the peak season. Sales volumes in large-scale retail and cash-and-carry channels increased in June, but fell in July (-4.3%) and August (-11.3%). Almost all segments were impacted by the contraction, including tonic waters (-4.2% in July and -11.3% in August), tea-based drinks (-7.3% and -17.3%), chinotti (-8.7% and -17.9%), orange sodas (-6.3% and -12.5%), lemonades (-2.4% and -12.8%), fizzy drinks (-3.7% and -13.6%), and non-alcoholic aperitifs (-11.9% and -15.2%).