While Italy is world-renowned for its wine culture, the country faces a significant challenge with binge drinking, particularly among its younger population and in urban centers like Milan and Rome. Historically, Italian alcohol consumption was "food-centric" and moderate, but recent years have seen a shift toward "Northern European" drinking habits, characterized by heavy episodic drinking over weekends. This trend has led to an increase in alcohol-related road accidents, prompting the Italian government to implement a much stricter Highway Code in late 2024 and 2025. These new laws include "zero tolerance" for new drivers and significantly harsher penalties for those caught over the limit. Public health officials are also concerned about the economic burden of alcohol-related harm, which is estimated to account for over 2% of healthcare spending. In response, 2026 has seen a surge in the popularity of non-alcoholic "mocktails" and 0% ABV beers as the culture begins to adjust to these stricter legal realities and a growing awareness of long-term health impacts.