Grappa conquers Gen Z and Millennials

Grappa conquers Gen Z and Millennials

In Italy there grappa it increasingly conquers the palates and hearts of the youngest. This is confirmed by the data of AssoDistil: grappa would be consumed by 30% of Italians aged between 18 and 65, primarily outside the home (37%) and, above all, by the youngest who constitute 43% of consumers ‘ away from home’. Despite only 3% of consumers having experimented with grappa-based cocktails, furthermore, second Nomisma 35% of those interested in trying them would be mostly young people. And if theexportin turn, grew between 2019 and 2022 by 32% reaching 60 million euros, 9% of consumers would now purchase online, with Gen Z And Millennials in the front row.

Further confirmations regarding the “product rejuvenation” come from social networks: up TikTok there are over 45 million views of videos dedicated to grappa while on Instagram there are as many as 360 thousand contents with the hashtag #grappa. Leading the ranking of the Italian regions in which grappa is most sought after would be, according to the data relating to 2023 made available by Google TrendsThe Trentino Alto Adige before Veneto And Friuli Venezia Giulia. Following Valle d’Aosta, Calabria, Basilicata, Lazio, Lombardy, Puglia And Piedmont.

“Young people’s interest in grappa is constantly growing and the trends on social networks demonstrate this – he states Chiara Pigini, marketing manager of Mavolo Beverages, a company specialized in the import and distribution of champagne, spirits and distillates – Our desire is to give it new life, bringing it into vogue among Millennials and Gen Z also and above all thanks to ‘mixology’. Precisely for this reason, starting from our Paduan area where the culture and tradition of grappa are an important legacy to be passed down to the new generations, our ‘drinksetters’ have set to work to create new combinations”. In the name of creativity and good taste.



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