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Drinks and hospitality sector to feel impact of Italy’s Highway Code
Nearly half of Italy’s drinkers will cut back on going out due to the country’s new road laws. Here’s guidance on navigating the changes.
According to data gathered from a CGA by NIQ, 44% of consumers plan to reduce their visits to bars and restaurants as a result of Italy’s new Highway Code penalties.
The legislation came into effect from 14 December 2024, with a stricter policy on drinking and driving and outlined plans to enforce harsher penalties and an increase in roadside checks.
However new data has identified that, now that nearly all consumers in Italy are aware of the new rules, 46% intend to modify their drinking and socialising habits accordingly. 44% plan to curtail going out to bars and restaurants with Millennials (49%) and residents of Milan (55%) being especially likely to make adjustments in response to the changes.
Cities renowned for their vibrant nightlife and social drinking culture, such as Rome and Milan are expected to experience declines in footfall.
Analysts at CGA have outlined that among those who express a desire to change their drinking habits, two main trends emerge. The most common response, cited by nearly two in five consumers, is an increase in soft drink consumption.
Close behind, around one in three Italians report reducing their intake of alcoholic beverages, without substituting them with either non-alcoholic or de-alcoholised alternatives.
The findings have shown that Gen Z is at the forefront of these shifts. While 37% of consumers express a preference for non-alcoholic drinks—such as soft drinks—this trend is particularly pronounced among younger individuals, who drive the increase. Additionally, Gen Z shows a higher inclination towards no- and low-alcohol alternatives, such as 0% ABV beer and mocktails (22% vs. 16% of average consumers).
According to the data, one in three Italian consumers intends to continue drinking alcohol but in smaller quantities.
In Milan, in particular, consumers are opting for lower-alcohol alternatives, such as switching from cocktails to beer, a choice indicated by 17% of respondents (compared to 14% overall), the research revealed.
Another notable trend emerging from the CGA survey insights is the diversification of consumer choices.
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The report detailed how analysts had identified that the share of consumers engaging with various categories has increased, with aperitifs and wine seeing the most significant growth, compared to beer and spirits.
The CGA analysts mused that “there could be several reasons behind aperitifs and wine emerging as key choices for those adjusting their habits. One of the factors could be the association of these categories with slower, more social consumption, where second rounds are less frequent. Secondly, they are typically linked to meal-oriented occasions, where alcohol consumption tends to be lower compared to late-night or high-energy drinking occasions”.
However, they also observed that “this trend does not necessarily mean that these categories are experiencing higher sales volumes. Rather, it suggests that more consumers are incorporating them into their choices, broadening the range of drinking occasions”.
The analysts advised that if “nearly one in three consumers plan to drink less alcohol, brands that can effectively engage consumers early in the decision-making process through targeted marketing, strategic product placement, and innovative promotional strategies will have a competitive advantage”.
The findings also revealed that, with the new regulations, one in four of consumers plan to favour local neighbourhood bars within walking distance, while one in five express a preference for venues that are less alcohol-centric, such as cinemas, museums, and food-centred establishments.
According to the analysts, this evolution in consumer behaviour presents a new distribution challenge for drinks brand owners since it requires them to expand their presence beyond traditional hospitality channels and embrace non-traditional points of sale to maintain visibility.
Speaking about this pivotal change in Italy, NielsenIQ’s Beatrice Francoli who looks after sales account development said: “The introduction of the new Highway Code marks a pivotal moment for the hotel, restaurant and catering (HoReCa) sector, bringing changes that present both opportunities and challenges. It is crucial for stakeholders to adapt to these developments by reassessing their approach to engaging with consumers.”
CGA client success and insights manager Valeria Bosisio explained:“Understanding consumer behaviour is crucial in this time of change. The regulatory landscape is shifting, and with it, consumption habits are evolving.”
According to CGA, the brand owners that can use the data predictions to work around the new legislation and find new ways to exist amidst the challenges will stay ahead.
Bosisio insisted: “Whether it’s new trends in venues, non-alcoholic alternatives, or premium experiences, those who can use data strategically will not only adapt but thrive.”
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