With 198 billion litres per year, beer is by far the largest category within alcoholic drinks worldwide, accounting for around 78% of the global alcoholic market. In the last few years, a handful of megatrends have shaped this industry: premiumisation, for example, is expected to remain relevant while consumers are also migrating more and more towards artisanal craftsmanship with long heritages in the brewing business.[1] US consumers, for instance, have been showing consistent interest in premium beers with many choosing imported lagers, often over the more affordable domestic options.[2] Drinking less but better has been the source of value growth in many mature markets with ethical living making its mark on the beer industry.[3] The category posted a 1.3% global total volume growth in 2018, with Italy presenting an even ‘greener’ trajectory (total volume growth of 2%) and reaching 1.7 billion litres. Domestic player Peroni, for example, launched a new special Nastro Azzurro lager in May 2018, intended to offer a drinking experience that goes well with food and could replace wine during meals. The product appeals ideally to Italians, who are mainly looking for original taste. Peroni Nastro Azzurro and the domestic brand Peroni combined for more than 20% of the market last year, thus sitting among the three most popular beer brands in Italy.[4] This success, both in their home country and as an export good to the US and UK, paired with the fact that the drink they sell knows no seasonality, has prompted the need for increased production capacity at their Bari factory in Southern Italy. This one is the only site where they process both returnable and one-way glass bottles.