Le eco-birre in Italia: tecnologie emergenti e startup innovative

Abstract This work is about the production of eco-friendly beer as an emerging segment of the Italian brewery industry, supported by techniques and innovations focused on the search for sustainability and eco-compatibility in brewing. The aim of the study is to depict the role played in Italy by innovative startups and new ventures, complimentarily to investments made by well-established brands/manufacturers. The analysis depicts analogies and differences between the Italian context and what happening in the US market and/or in other relevant beer markets. The Italian craftbrewers seem to be affected by a certain degree of “brownwashing” with respect to sustainable investments and policies. Nevertheless, the Italian experience shows a significant amount of innovative brewing startups.