In Italy, beer consumption is decreasing in favor of wine. In restaurants, particularly pizzerias, we've gone from an 80% beer/20% wine ratio to a 50/50 split. Cocktails are becoming more competitive in cities, as is the low- and no-alcohol category. Data confirm the trend: in 2025, beers with less than 4% alcohol content accounted for 12.27% of new production. Declining purchasing power is also having an effect: higher average bills and reduced frequency penalize repeat usage. On the production side, the Italian craft beer business remains large but has an unpredictable trend: 598,500 hectoliters in 2024, around €200 million in revenue, and a share of 2–3% of the total. After peaking in 2022 (700,000 hectoliters), volumes have steadily decreased. Beer is no longer fashionable, particularly among young people.