The Italian beer market
Six out of ten Italians like beer, and more often they are choosing it over wine (20.6 % vs. 18 %). Seven years ago, the disparity between the two beverages (wine 38 %, beer 22.7 %) was clear-cut. At home, beer has also become more popular. The number of beer lovers has doubled; in the evenings, particularly for “special” occasions, beer is served at one of every three gatherings, with the same frequency as white wine. Beer’s effervescence (which has really enchanted the Italians) and its distinctive flavor have met with approval in Italy under the condition that it is served with a large head of foam and in the proper glass, even if two out of every ten Italians – ignoring all the rules of etiquette – drink directly from the bottle.
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