As Generation Z has changed the Italian kitchen table, the evolution of alcohol consumption in Italy has been influenced by increasing attention to health behaviors and concern about the impact of alcohol on driving. These motivations have led to a significant reduction in the consumption of light alcoholic beverages, especially families, preferring instead the mixing of spirits in local establishments.

Grappa, considered the most Italian of spirits, has had a special impact on the local market. According to Valentina Ursic, marketing and communication director of the company Rinaldi 1957, grappa should be revived to speak to Generation Z.

In large retail, the investments of multinational companies have made it difficult for brown spirits to grow. However, distillers have noticed a significant increase in the consumption of whisky, rum, cognac, and brandy, leading to a 3% increase in 2026 compared to 2024.

The decline in the consumption of light alcoholic beverages has had a positive impact even in corporate environments. Distillers have noted a flexibility in the offering of whisky and rum, which have lost less than 1% compared to 2024. Additionally, public habits have changed: now they prefer mixed drinks in local establishments, while the kitchen table has seen a decrease of 52%.

The search for a new approach towards premium has led to a growing trend in selling mini sherry at home. This change is also reflected in the choice of content such as food pairing or in abutments with cigars, which have been highlighted as ideal supports for these convivial spaces.

Finally, the growth of Generation Z has led to a profound change in the Italian round table. Mixed beverages have become an essential element, and grappa has become a very popular spirit.

This evolution shows that the change in alcohol consumption in Italy is not only influenced by modern society but also by the new generations changing our daily habits.