For 71% of Italians, spontaneous and unstructured gatherings are the most enjoyable to share in a simple and authentic way. Compared to ten years ago, one in three Italians feels more informal at the table, and nearly 64% believe that eating in good company improves mood and relaxation.
Among the most appreciated food categories are pizza and street food, which continue to gain appeal, while beer confirms its status as the perfect match: for over 7 in 10 Italians, it is the symbol of spontaneous conviviality. These social and consumption shifts are the result of research conducted by AstraRicerche and commissioned by Birra Moretti, which has championed beer culture at the Italian table since 2005.
The Numbers Behind the Analysis
In Italy, the table has always represented culture, identity, and sharing, and now the way convivial moments are experienced is evolving toward greater authenticity and spontaneity. This trend is also evident in food consumption habits: nearly 40% prefer simple, informal settings for spending time with others—well above those who opt for gourmet and more structured experiences (28.3%).
Today, shared street food experiences marked by simplicity and spontaneity attract 69.9% of Italians.
The data reveal a growing need for convivial spaces and occasions where people can feel free, authentic, and at ease.
Spontaneity stands out as both a personal and social value: for 54.9%, it means being oneself without fear of judgment; for 51.3%, it’s the ability to freely express emotions; and for 23.3%, it means not worrying about making a good impression.
The unique study by AstraRicerche for Birra Moretti reinforces the brand’s values and its institutional campaign, “Come piace a noi” (“The Way We Like It”), which celebrates authentic Italian togetherness.
This marks a natural evolution in Birra Moretti’s brand positioning, deeply rooted in real habits of sharing—those most often found around informal tables that prioritize personal connections, simple foods, and welcoming places.
For over 7 out of 10 Italians (75.2%), beer remains the beverage that brings spontaneity to moments of conviviality.
It is appreciated because it makes everyone feel comfortable (39.4%), enhances happy moments (36.4%), and is perfect for the simplest, most informal occasions (29.5%).
Naturally versatile, it is the ideal partner for social occasions free from pretense: its fresh, light flavor pairs well with all types of dishes (34.6%) and naturally adapts to different tastes and settings (34.4%).
According to the research, spontaneity is now most commonly associated with informal social settings like lunches, dinners, aperitifs, parties, and celebrations with friends (58%). Meals with extended family (34.9%) and moments with neighbors or local communities (29.7%) are also ideal occasions for letting go and enjoying deeper engagement.
Good company is the most influential factor (54%), followed by the freedom to speak openly (44.6%) and having time without the pressure to rush (39.9%).
Barriers to this lifestyle include external judgment and negative attitudes (45.3%), the constant rush of daily life (38.6%), and excessive smartphone use (37.4%), all of which interfere with quality interactions.
“The Way We Like It”
“In the past ten years, we’ve witnessed a major transformation in how conviviality is expressed, reflecting a broader cultural shift: people now seek and appreciate spontaneity as an authentic way of being together. In this scenario, beer has reclaimed a central role,” says Alfredo Pratolongo, Corporate Affairs Director at HEINEKEN Italia and President of the Birra Moretti Foundation. “Beer is the drink of sociability—versatile, inclusive, and adaptable to every taste, every dish, every moment and setting—creating genuine moments of connection.”
Birra Moretti has been attuned to the evolution of our lifestyles, maintaining a strong bond with Italian food culture. It was a pioneer in bringing beer to the dining table as an integral part of the culinary experience, helping to develop a new sensibility around beer and food pairings. Today, it reasserts its leadership role with a contemporary and forward-looking perspective, confirming itself as a symbol of a more informal yet culturally rooted conviviality.
Through the “Come piace a noi” campaign, Birra Moretti reflects this cultural and social shift, emphasizing spontaneity, authenticity, and a kind of conviviality free of formal constraints.
The campaign represents the heart of the natural evolution in Birra Moretti’s new brand positioning, launched in April with the new TV spot “Come piace a noi” and further strengthened by the third season of the web series “Come piace a noi: il weekend”—now live on the brand’s YouTube channel, celebrating spontaneity as a true lifestyle and the authentic joy of being together.
“Through this new campaign, we celebrate spontaneity as the defining trait of our uniquely Italian way of being together, responding to the growing need for authentic moments—moments that are deep because they are free of formality,” continues Pratolongo. “Birra Moretti, a national icon of conviviality, has always accompanied these moments—not by imposing rules, but by creating connections that often arise around a simple, shared table, telling the story of genuine things and spontaneous relationships.”
Andrea Radic
