{"id":9790,"date":"2021-06-01T11:45:45","date_gmt":"2021-06-01T09:45:45","guid":{"rendered":"https:\/\/www.vinhood.com\/uncategorized\/birra-anche-in-italia-consumi-four-seasons\/"},"modified":"2023-04-28T15:19:16","modified_gmt":"2023-04-28T13:19:16","slug":"birra-anche-in-italia-consumi-four-seasons","status":"publish","type":"post","link":"https:\/\/www.vinhood.com\/en\/magazine-en\/birra-anche-in-italia-consumi-four-seasons\/","title":{"rendered":"Beer, year round consumption in Italy as well"},"content":{"rendered":"

Sand, 95\u00b0F, big beach umbrellas, Huey Lewis\u2019s \u201c<\/span>The Power of Love<\/span><\/i>\u201d <\/span>crackling on a distant radio.<\/span><\/p>\n

This was where Italians used to drink beer:<\/span><\/p>\n

a <\/span>beverage relegated entirely to the summer months<\/b>, the very symbol of old school <\/span>beach-parties<\/span><\/i>, served to throngs of enthusiastic platinum-haired German tourists who descended from Brenner like mercenaries towards Garda Lake and the \u201cRiviera Romagnola\u201d.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

BEER, A SUMMER BEVERAGE<\/b><\/h2>\n

For more than thirty years (60s-90s), with the complicity of our limited beer culture and the standardized promotion of a single industrial product in large scale distribution (reminiscent of the highly regimented <\/span>Soviet <\/span><\/i>production of food and beverages), beer in Italy was exclusively <\/span>blonde, light, a little bitter, and only slightly fizzy<\/b>, more suitable to pizza and sandwiches on the beach and to summertime day-trippers, than to <\/span>gourmet <\/span><\/i>or Michelin-star dinners.<\/span><\/p>\n

This deeply rooted image was undeniable: <\/span>cool, simple, thirst-quenching<\/b>, diametrically opposed to wine\u2019s noble and comforting opulence; in one word… summery!<\/span><\/p>\n

Beginning in the second half of the 1990s, this unfortunate and unusual perception, inconceivable for anyone from <\/span>Mittel-Nord <\/span><\/i>Europe, tentatively began to change course.<\/span>\u00a0<\/span><\/p>\n

\"varie<\/p>\n

\u00a0<\/span><\/p>\n

BEER DOESN\u2019T EXIST!<\/b><\/h2>\n

Italians have slowly, yet inexorably, discovered that \u201cbeer\u201d doesn\u2019t exist (\u201c<\/span>Plot twist!<\/span><\/i>\u201d as TV king <\/span>Mike Buongiorno<\/span> would have once shouted)…<\/span>[SI2] <\/span>\u00a0BEERS exist, <\/span>more than four hundred different styles <\/b>of them.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Strong or delicate, rich or thirst-quenching, blonde or dark, full-bodied or light; those four simple letters conceal an entire multifarious universe of alcohol content, serving temperatures, and pairings, capable of filling the entire Gregorian calendar.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

\u00a0<\/b>CONSUMPTION ON THE RISE EVEN IN WINTER<\/b><\/h2>\n

The data, finally, indicates a countertrend: consumption is on the rise even in winter, making <\/span>beer a year-round beverage<\/b>.<\/span><\/p>\n

This is the situation that can be gleaned from the latest edition of <\/span>AssoBirra Monitor,<\/span><\/a> the annual report drafted by <\/span>AssoBirra<\/span><\/a>, the Trade Association of Italian Brewers and Maltsters.<\/span><\/p>\n

The study reports an increase in consumption throughout the entire year, with an <\/span>average increase of 2.2% in the winter months as well<\/b>.<\/span><\/p>\n

That\u2019s still far from the +7% of July, traditionally and statistically the month with the highest beer consumption in Italy, but even in December, the month with the lowest consumption of beer, a month in which people are more inclined towards <\/span>panettone<\/span><\/i> and <\/span>prosecco<\/span><\/i>, an encouraging +1.5% was recorded.<\/span><\/p>\n

Beer is growing and expanding rapidly, and it\u2019s now doing so <\/span>twelve months out of the year<\/b>!<\/span><\/p>\n

\u00a0<\/span><\/p>\n

\"persone\u00a0<\/span><\/p>\n

A BEER FOR EVERY SEASON<\/b><\/h2>\n

Thanks to its incredible breadth of aromas, which range from the most refreshing fruity or citrus ones to the more wintry toasted and nutty ones, Italians have finally discovered Beer (Eureka!), with a <\/span>consumption that reaches 16 million<\/b> and a production of 20 million hectoliters.<\/span><\/p>\n

77% of our fellow compatriots drink beer, a percentage that is now equal between men and women, and <\/span>48.3% of Italians consume it paired with food <\/b>(beyond just sandwiches and pizza at some pub or from a seaside kiosk).<\/span><\/p>\n

All that\u2019s left to do, in the coming months, is enjoy all of the products that the summer season has to offer, after which, the beer won\u2019t get packed away until next year, but will continue to gratify and surprise us with new flavors and colors that are more suitable to harsh winter weather.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

Let\u2019s dispel a common misconception: as good as a cold beer on a hot day is, it\u2019s no longer just a summer beverage.<\/p>\n","protected":false},"author":6,"featured_media":9585,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[83,652,107],"tags":[491],"solution_tag":[],"class_list":["post-9790","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-magazine-en","category-public-post","category-taste-research","tag-beer"],"acf":[],"yoast_head":"\nBeer, year round consumption in Italy as well - Vinhood<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vinhood.com\/en\/magazine-en\/birra-anche-in-italia-consumi-four-seasons\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Beer, year round consumption in Italy as well - 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