Beverage distribution, two-speed first half of 2025

After a challenging start to the year, beverage distribution in the Italian hospitality and catering sector has recovered some of its lost ground, but without fully returning to positive territory. This is according to data for the first half of 2025 shared with Osserva Beverage by Cda, a consortium of beverage distributors serving public establishments across the country.

Between January and June , compared to the same period in 2024, the beverage sector closed with a slight decline in value (-0.35%) and an increase in volume (+1.29%). This picture emerges from a detailed analysis of the CDA Data Warehouse , a business intelligence platform for the HoReCa (Hour & Catering) distribution sector that monitors more than 53,000 products across over 80,000 consumption points in Italy (daytime bars, restaurants, leisure and evening venues).

The most declining, losing share in both value and volume, are beers (-2.46% val., -3.52% abv.), spirits (-3.96% and -3.73%), wines (-2.39% and -2.36%), and fruit juices (-1.21% and -2.04%). Mineral waters (+5.46% and +3.66%), carbonated soft drinks (+3.01% and +1.84%), aperitifs and vermouth (+5.18% and +6.30%), energy drinks (+12.91% and +14%), and still soft drinks (+4.49% and +9.04%), all performing better than the market and increasing their share.

Horeca channels: decline in evening traffic, daytime bars holding up well

The systematic collection of data from Cda member companies also allows for a precise understanding of the performance of the various sub-channels and geographical areas (according to the Nielsen breakdown). Comparison by macro-area confirms the general trend, with one notable exception: Area 1 (Piedmont, Valle d'Aosta, Liguria, Lombardy) is the best (+2.51% in value, +5.22% in volume), thanks in part to beer, which is slightly up (+1.16% and +1.08%), bucking the trend across the rest of Italy. In the other areas, beers, spirits, wines, and fruit juices continue to decline more than the market, losing share in both value and volume. Across the country, however, water, carbonated soft drinks, aperitifs and vermouth, energy drinks, and still drinks are maintaining a higher than market trend, helping to stabilize overall results.

Instead, analyzing the "out of home" sub-channels, the decline is more evident in the evening: night clubs are falling back (19% in value and 14% in volume, one percentage point less than in 2024) and are giving way to daytime bars (46% val. and 43% vol.).

Beer, spirits, and wine are declining in restaurants and especially in evening entertainment , the sub-channel experiencing the most difficulty since the beginning of the year. In evening/nightlife venues, wine recorded -6.77% value and -6.58% vol., beer -6.82% and -6.95%, and spirits -8.64% and -8.09%. Conversely, daytime bars are holding up well across most categories, a sign that purchases related to everyday and quick consumption are holding up better during this phase.

Board of Directors' Considerations: A Fragile But Not Stagnant Six Months

The data shared by the Board of Directors depict a changing market pace : a weak start to the first quarter was followed by uneven rebounds. The fact that volumes are growing while value is declining, the consortium explains, indicates that out-of-home consumption continues, but with lower average quantities per store or per occasion. In this context , "light receipt" categories (such as water and soft drinks) are less impacted, as they are less of a burden on consumers' budgets at a time when spending is more careful.

Interesting signs can be seen in the more experiential areas of drinking, such as cocktails and mixology , capable of attracting young audiences motivated by the social and emotional aspect of the outing, despite still having a limited impact on total spending.

Falling purchasing power and changing habits: the factors behind the decline in alcohol prices

In the understanding of these trends shared by the beverage distributors' consortium, pressure on purchasing power remains the primary factor in understanding the reasons for the decline in alcoholic beverages: rising prices and costs are pushing many to go out less or to order more selectively, reducing table trips and reorders. The regulatory framework is also having a significant impact: the new Highway Code is having a tangible impact on evening consumption, particularly affecting spirits and wine. Habits are also changing: interest in no- and low-alcohol options is growing, especially among younger people who care about well-being and responsibility. This is still a minority segment, but the trend is now clear.

Families are reducing out-of-home activities, primarily for economic reasons , while young people are fragmenting their outings between quick snacks, flexible appointments, and a significant portion of delivery. Finally, it should be noted that Easter 2025—historically the peak of the first half of the year—was weaker than expected: unstable weather and unfavorable conditions slowed travel and consumption.

A sector that needs to change pace

According to the data and the Board of Directors ' considerations, the first half of 2025 therefore shows an HoReCa sector that cannot rely solely on a spontaneous recovery and good weather conditions. Decisions will be guided by economic and regulatory constraints , new consumption models, and an increasingly unpredictable seasonality.

To transform challenges into opportunities, the Consortium explains, it is necessary to increase perceived value (from product quality to service), identify emerging opportunities (from light drinks to experiential experiences), make the product and format portfolio more flexible, and build supply chain alliances capable of improving assortment, logistics, and sub-channel coverage. This is the basis for the sustainable recovery of the sector in the second half of the year.