What?

The project “Micromalto”, developed in collaboration with Assobirra major association operating in the beer industry, has the target of catching the opportunities embedded in the growing of Italian beer market and in the changing of purchase and consumption pattern of Italian consumer.
CIBUS could be the perfect meeting place to match the world of craftmade beer manufacturers with players from retail and Ho.Re.Ca. worldwide.

Market trends

The Italian beer market has an estimated turnover of 2,4 billion euro (data for the 2009 – source: www.assobirra.it and www.beverfood.com), with the relevant opportunity of the crafmade beer manufacturers and the perspective of improving further their offer.
The quality orientation of Italian beer sector resulted in a strong strenghtening of export, with a 25% of average grow per year from 2005 to 2009 (source: elaboration report Assobirra 2009).
In Italy, the beer average consumption is definitely lower compared to the European Union and the benchmark countries (Spain, France etc…), highlighting the opportunity of implementing campaigns for a responsible consumption capable of orienting the behavior of Italian client and increasing his consumption propensity.

The project

The format of “Micro Malto” is broken down into an exhibition area dedicated to craftmade beer manufacturers, allowing the retail and Ho.Re.Ca. professionals to know their products and create profitable business opportunities.
The exhibition will be completed with an educational activity in order to get visitors in touch with the beer culture and its benefits. In particular, testing and educational sessions will be set up, with the goal of:
• Promoting the culture of a “good” and responsible way of drinking
• Communicating new associations of beer with Italian food excellences
• Upgrading the degree of acceptance and enjoying in the Italian consumer, with particular emphasis to special and premium segments.

To get a general overview of Italian beer industry, the following sources could be useful to consult market data, trends ongoing, possible future scenarios:
www.assobirra.it
www.beverfood.com