Alcoholic drinks in 2024: The big picture
In 2024, volume sales of alcoholic beverages in Ireland declined, driven by longer-term trends shaping performance. Legislative measures and increasing health and wellness concerns have contributed to the continued reduction in consumption. Health remains the key driver of growth for no- and low-alcohol drinks, with non-alcoholic categories recording some of the fastest growth rates in 2024, albeit from relatively modest base levels.
2024 key trends
Beer remained the largest category within alcoholic drinks in Ireland in 2024, despite a decline in volume sales. This decline was aligned with the broader trend of falling alcohol consumption. Within beer, stout continued to perform well, particularly in the on-trade. Its popularity is largely driven by the strength of Guinness, which maintains broad appeal in Ireland, across a range of age groups.
Competitive landscape
Diageo Ireland Ltd was the leading company within alcoholic drinks overall in 2024, increasing its volume share. The player offers the brands including Guinness, Carlsberg, Tuborg, Smithwick's and Smirnoff. Guinness continues to be the leading brand in alcoholic drinks in Ireland, and improved its share in 2024. In addition to its continued strength in the Irish market, Guinness is experiencing a resurgence in global popularity, driven in part by its on-trade experience. Despite the brand’s long-established presence, Guinness remains the drink of choice for many Irish consumers in pubs. While it retains strong appeal among older demographics, its enduring popularity has not led to perceptions of being old-fashioned; rather, it is distinctive in also resonates with younger legal-drinking-age adults. Internationally, consumer-led viral trends on social media platforms are enhancing the brand’s image and widening its appeal. In the domestic market, Guinness’ longstanding sponsorship of the Six Nations Rugby Championship has further reinforced its profile and elevated its cultural status. Together, these factors are contributing to the brand’s ongoing relevance and growth both in Ireland and abroad.
Retail developments
Supermarkets remained the primary distribution channel for alcoholic drinks in Ireland in 2024, although its overall share declined slightly. Major chained retailers, typically supermarkets and discounters, continued to emphasise value for money and affordability. However, the introduction of minimum unit pricing legislation has constrained opportunities for discounting and restricted the availability of lower-priced alcoholic beverages. Nevertheless, large retailers still offer a key advantage in the form of convenience, allowing consumers to complete their grocery shopping in a single location, a factor that supports continued footfall.
On-trade vs off-trade split
In 2024, the off-trade channel accounted for 53% of alcoholic drinks volumes in Ireland. However, there has been a shift towards retail over the past decade. In 2014, the split between on-trade and off-trade sales was evenly balanced at 50% each. By 2024, off-trade sales had gained a greater share, driven primarily by cost considerations, as alcoholic drinks are generally more affordable in retail outlets than in bars, pubs, and restaurants. The comfort and convenience of drinking at home, particularly the ability to avoid driving, has further reinforced this trend. Additionally, the declining number of pubs across the country has reduced the availability of local on-trade venues, making the at-home occasion more prominent than in previous years.
What next for alcoholic drinks?
Volume sales of alcoholic drinks are set to fall in 2025, and over the full forecast period as current trends of declining consumption persist. Both on-trade and off-trade volumes are projected to decrease; however, the most pronounced decline is anticipated in the on-trade, as financial pressures continue to encourage consumers to shift socialising occasions into the home. Beer is expected to remain the largest category, while non-alcoholic drinks, particularly non-alcoholic beers and RTDs, will drive strong retail volume and value growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Ireland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Ireland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Ireland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Ireland?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Ireland?
- How are products distributed in Ireland?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Ireland
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Ireland
KEY DATA FINDINGS
Non/low alcohol beer drives growth as consumers note its flavour closely matches traditional beer
Diageo Ireland Ltd and Heineken Ireland Ltd focus on their non- alcoholic variants
Supermarkets lose share to discounters as consumers seek affordability
Economic pressures and rising health consciousness is set to challenge volume sales
The on-trade is expected to lose sales as smaller, local establishments close
Non-alcoholic beer is expected to be the fastest-growing category
Lager price band methodology
Cider/Perry in Ireland
KEY DATA FINDINGS
Cider/perry sales struggle amid seasonal challenges and rising competition from RTDs
Bulmers Ltd retains its lead amid rising competition and local innovation
Cider maintains a strong presence in supermarkets, while the on-trade outperforms off-trade
Cider/perry set to face competition, however, sales will be supported by global brands and local craft producers
Sustainability and heritage are set to drive sales of cider over the forecast period
Flavour variants are expected to offer growth opportunities for cider/perry brands
Rtds in Ireland
KEY DATA FINDINGS
RTDs grows as consumers seek convenience, value, and cocktail alternatives
Irish Distillers Ltd lead as Jameson and West Coast Cooler drive growth amidst strong competition
Supermarkets lead off-trade sales, while discounters and specialist retailers increase their share
RTD sales are expected to grow despite market maturity and shifting consumption patterns
Government policies are set to influence RTD consumption across the forecast period
Innovation and local flavours are set to drive growth in RTDs
Spirits in Ireland
KEY DATA FINDINGS
Irish whiskey thrives while sales of vodka decline and tequila surges in popularity
Diageo Ireland Ltd retains its lead while Irish whiskey Bushmills gains ground
Convenience and a wide variety of spirits sees supermarkets leading off-trade distribution
Health trends and indulgence are set to shape the future of spirits in Ireland
Minimum pricing legislation is set to limit private label growth in spirits
Irish whiskey is set to maintain its strong position amid evolving consumer tastes
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Ireland
KEY DATA FINDINGS
Strong opportunities for growth in wine, while non alcoholic variants perform well
Rising temperatures are opening up opportunities for vineyards to develop in Ireland
Discounters gain ground as Lidl and Aldi offer competitive prices and private label goods
Health labelling could impact availability while premiumisation is set to support value sales
Sustainability will remain a key focus, driving growth for organic wines
Alternative packaging formats are set to support various consumption occasions
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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