The new Italian Traffic Code, effective since December 14, 2024, is already causing waves. While aimed at improving road safety, its stricter measures are having unintended consequences on the hospitality industry, particularly among restaurateurs.
Fear of Sanctions Curbs Alcohol Consumption
The code’s emphasis on tighter controls, including increased checkpoints and harsher penalties for drunk driving, has sparked fear among diners. Many now avoid alcohol altogether when dining out, leading to a noticeable decline in the consumption of wine, beer, and spirits. Some restaurant owners report that even holiday celebrations, traditionally marked by indulgence, have been affected.
For example, in Tuscany, owners of establishments have observed reduced alcohol sales. One restaurateur noted, “On Christmas Day, we didn’t sell a single bottle of sparkling wine,” while another described a tense atmosphere among patrons concerned about encountering police checkpoints.
Economic Repercussions
The economic toll on the restaurant sector is already evident. Confcommercio Toscana warns that the regulations disproportionately penalize responsible drinkers while failing to address excessive consumption effectively. He also highlights a lack of alternative mobility policies, particularly in areas where public transport options are limited.
Another owner of a bistro shared that his sales of wine and spirits have plummeted by approximately 50%. On average, this results in €250 less revenue daily, not to mention declining interest in his curated gin pairings.
Adaptive Strategies
Some restaurateurs are taking proactive measures to mitigate the impact, introducing a complimentary transportation service for his customers, ensuring they can enjoy their meals—and a glass of wine—without worrying about getting home safely. “At the time of booking, customers can request a ride home after dinner,” explained an owner. This approach not only promotes safety but also preserves the cultural and social value of wine, a cornerstone of Italian dining.
Meanwhile, others are rethinking their offerings. In the Chianti region some locandas encourage customers to savor a single glass of high-quality wine, adapting to the new consumption patterns while upholding the area’s enogastronomic traditions.
Pharmacies Run Out of Self-Test Breathalyzers
The introduction of stricter limits—0.0% for new drivers and 0.5% for others—has driven an unprecedented demand for self-test breathalyzers. Pharmacies across Tuscany report that these inexpensive devices, which allow individuals to measure their blood alcohol levels, are selling out rapidly. With fines and license suspensions looming, many view these tools as an essential safeguard. The surge in sales over the holiday season highlights the anxiety among drivers seeking to comply with the new rules, even after enjoying minimal amounts of alcohol.
A Changing Landscape
While the measures aim to enhance road safety, their broader societal impact—on restaurants, local culture, and consumer habits—continues to unfold. Restaurateurs, caught between adapting and preserving tradition, hope for supportive initiatives that balance safety with sustainability in the sector.