Ichnusa, Moretti, Peroni, and Heineken dominate the Italian market thanks to their reputation, quality, and strong connection with consumers, who appreciate their taste and tradition.
According to research by Brand Finance conducted in 2023, Ichnusa It is the strongest beer brand in Italy, with a score of 98,1 out of 100, thanks to its ability to influence consumer choices. It is the most popular beer among those familiar with it, thanks to its reputation, focus on sustainability, and suitability for market needs. Italians are willing to recommend Ichnusa and are willing to accept a higher price for this brand.
Other well-known brands such as Moretti, Heineken e Peroni dominate the Italian market, explaining why these four beers are among the most consumed. According to Massimo Pizzo According to Brand Finance, the success of Ichnusa has paved the way for other regional beers, such as Messina and Raffo, and could soon improve in terms of awareness and sales as well.
At the international level, the brand Corona is the one with the highest value, reaching 10,4 billion dollars and exceeding Heineken With $9 billion, Corona recorded a 40% growth, partly attributed to its positive sustainability perception, generating nearly $900 million from its ESG performance alone.
Peroni, with a value of $470 million and 17% growth, is the only Italian brand in the global ranking, ranking 42nd. Peroni's success is linked to its international presence and the growing interest in Italian beers abroad. Massimo Pizzo emphasizes that Italian beers have great opportunities for international expansion, benefiting from the strength of the Italy brand, which has further consolidated according to the Brand Finance Soft Power Index.
