Alcoholic Drinks in Ireland
Euromonitor International's Alcoholic Drinks in Ireland market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 154 | Publication date: Feb 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Flat Volume Growth Rate in 2007 Follows Review Period Pattern
Alcoholic drinks' total volume showed flat growth in 2007, which echoed the stagnant performance over the review period. Changing consumer tastes has led to strong volume growth in cider and wine while immigration from Eastern Europe has pushed spirits. However, declining beer sales and in particular the presently unfashionable stout stymied positive volume gains in other sectors.
Cocooning Trend Tips Volume Sales in Favour of the Off-trade Channel
The review period witnessed the steady shift of alcoholic drinks volume sales from the on-trade channel to the off-trade channel. This movement came as a result of rising unit prices, as well as the effects of random breath testing. This change in drinking culture was evident throughout Ireland not only in 2007 but also the entire review period. It was due to the trend of cocooning, the desire among consumers to do the bulk of their socialising in the comfort of their own homes. The cocooning trend has serious implications for publicans, as well as for brand owners, many of which are being forced to adjust their portfolios and reduce their emphasis on the struggling on-trade channel. Some commentators suggest that extremely high house prices are also an important factor here. As consumers spend so much money and effort in securing accommodation, they feel compelled to spend more time at home, even when it comes to socialising. Additionally, rising mortgage interest rates mean that some consumers can no longer afford to socialise outside the home as often as they would wish.
Diageo Remains the Leader in 2007 but Slips in Share
Spanning a large range of products, Irish alcoholic drinks encompasses a multitude of major multinational and domestic competitors. However, Diageo Ireland remains by far the leading competitor. The company's share however slipped considerably during the review period, as many of its most important products are highly dependent on declining on-trade sales.
Supermarkets/Hypermarkets Lead
Shifts in distribution saw volume sales continue to move away from specialists and independent food stores to convenience stores, discounters and especially supermarkets/hypermarkets. In the wake of the abolishment of the Groceries Orders Act in March 2006, major supermarkets/hypermarkets such as Dunnes, Tesco and Supervalu are in the midst of a price war, often pricing products below cost to attract customers into their stores. Being able to afford to take a loss on alcohol sales in order to make gains in other product areas is resulting in an accelerated volume gain for supermarkets/hypermarkets.
Forecast Period to See Off-trade Flourish While On-trade Continues to Slip
The most significant trend over the forecast period will be the continued shift from the on-trade to the off-trade. As the cocooning effect continues to take hold and consumers realise how much money entertaining and drinking in their own homes saves them, Ireland's alcoholic drinks sales will become less focused on the on-trade.
Table of contents
ALCOHOLIC DRINKS IN IRELAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Flat Volume Growth Rate in 2007 Follows Review Period Pattern
Cocooning Trend Tips Volume Sales in Favour of the Off-trade Channel
Diageo Remains the Leader in 2007 but Slips in Share
Supermarkets/Hypermarkets Lead
Forecast Period to See Off-trade Flourish While On-trade Continues to Slip
KEY TRENDS AND DEVELOPMENTS
Numerous Factors Drive the Cocooning Trend
Groceries Order Abolishment Creates Price Wars and Shifts in Distribution
Random Breath Tests and Poor Public Transport Endanger Rural Pubs
Growing Polish Population Impacts Sales
Times Are Changing for Guinness, Ireland's Most Noted Brand
Specialists Continue to be Squeezed out by Supermarkets/Hypermarkets
Summary 1 Leading Specialists 2006
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2006-2007
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 3 Selling Margin of a Typical Beer Brand 2007 – Heineiken
Table 4 Selling Margin of a Typical Wine Brand 2007 – Jacob's Creek
Table 5 Selling Margin of a Typical Spirits Brand 2007 – Smirnoff Red
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2007
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2007
Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Summary 3 Research Sources
LOCAL COMPANY PROFILES - IRELAND
BULMERS LTD - ALCOHOLIC DRINKS - IRELAND
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Bulmers Ltd: Key Facts
Summary 5 Bulmers Ltd Operational Indicators 2006-2007
COMPANY BACKGROUND
PRODUCTION
Summary 6 Bulmers Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 7 Bulmers Ltd: Competitive Position 2006
COOLEY DISTILLERY PLC - ALCOHOLIC DRINKS - IRELAND
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Cooley Distillery Plc: Key Facts
Summary 9 Cooley Distillery Plc: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 10 Cooley Distillery Plc: Production Statistics 2005
COMPETITIVE POSITIONING
FINDLATERGRANTS - ALCOHOLIC DRINKS - IRELAND
STRATEGIC DIRECTION
KEY FACTS
Summary 11 FindlaterGrants: Key Facts
Summary 12 FindlaterGrants Operational Indicators 2006-2007
COMPANY BACKGROUND
PRODUCTION
Summary 13 FindlaterGrants: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 14 FindlaterGrants: Competitive Position 2006
IRISH DISTILLERS LTD - ALCOHOLIC DRINKS - IRELAND
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Irish Distillers Ltd: Key Facts
Summary 16 Pernod Ricard Groupe: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
Summary 17 Irish Distillers Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 18 Irish Distillers Limited: Competitive Position 2006
PORTERHOUSE BREWING CO, THE - ALCOHOLIC DRINKS - IRELAND
STRATEGIC DIRECTION
KEY FACTS
Summary 19 The Porterhouse Brewing Company: Key Facts
Summary 20 The Porterhouse Brewing Company: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
Summary 21 The Porterhouse: Production Statistics 2006
COMPETITIVE POSITIONING
BEER IN IRELAND
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 22 Sales of Beer by Subsector: Total Volume 2002-2007
Table 23 Sales of Beer by Subsector: Total Value 2002-2007
Table 24 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 25 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 26 Sales of Beer by On-trade vs Off-trade Split: Volume 2002-2007
Table 27 Sales of Beer by On-trade vs Off-trade Split: Value 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2002-2007
Table 30 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 31 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 32 Beer Exports by Country of Destination: Total Value 2001-2006
Table 33 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 34 Beer Imports by Country of Origin: Total Value 2001-2006
Table 35 Company Shares of Beer by National Brand Owner 2002-2006
Table 36 Company Shares of Beer by Global Brand Owner 2002-2006
Table 37 Brand Shares of Beer 2003-2006
Table 38 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 39 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 40 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 41 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN IRELAND
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Cider/Perry: Total Volume 2002-2007
Table 43 Sales of Cider/Perry: Total Value 2002-2007
Table 44 Sales of Cider/Perry: % Total Volume Growth 2002-2007
Table 45 Sales of Cider/Perry: % Total Value Growth 2002-2007
Table 46 On-trade vs Off-trade Sales of Cider/Perry: Volume 2002-2007
Table 47 On-trade vs Off-trade Sales of Cider/Perry: Value 2002-2007
Table 48 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2002-2007
Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2002-2007
Table 50 Cider/Perry Production, Imports and Exports: Total Volume 2001-2006
Table 51 Company Shares of Cider/Perry by National Brand Owner 2002-2006
Table 52 Company Shares of Cider/Perry by Global Brand Owner 2002-2006
Table 53 Brand Shares of Cider/Perry 2003-2006
Table 54 Forecast Sales of Cider/Perry: Total Volume 2007-2012
Table 55 Forecast Sales of Cider/Perry: Total Value 2007-2012
Table 56 Forecast Sales of Cider/Perry: % Total Volume Growth 2007-2012
Table 57 Forecast Sales of Cider/Perry: % Total Value Growth 2007-2012
RTDS/HIGH-STRENGTH PREMIXES IN IRELAND
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 59 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 60 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 61 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 62 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 63 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 66 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 67 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 68 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 69 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 70 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN IRELAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 73 Sales of Wine by Subsector: Total Volume 2002-2007
Table 74 Sales of Wine by Subsector: Total Value 2002-2007
Table 75 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 76 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 77 Sales of Wine by On-trade vs Off-trade Split: Volume 2002-2007
Table 78 Sales of Wine by On-trade vs Off-trade Split: Value 2002-2007
Table 79 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2002-2007
Table 80 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2002-2007
Table 81 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 82 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 83 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 84 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 85 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
Table 86 Sales of Still White Wine by Grape/Varietal Type 2004-2007
Table 87 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007
Table 88 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 89 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 90 Wine Exports by Country of Destination: Total Value 2001-2006
Table 91 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 92 Wine Imports by Country of Origin: Total Value 2001-2006
Table 93 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 94 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 95 Brand Shares of Still Light Grape Wine 2003-2006
Table 96 Company Shares of Champagne by National Brand Owner 2003-2006
Table 97 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 98 Brand Shares of Champagne 2003-2006
Table 99 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 100 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 101 Brand Shares of Other Sparkling Wine 2003-2006
Table 102 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 103 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 104 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 105 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN IRELAND
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, Gin and Other Blended Scotch Whisky Price Band Methodology
Summary 22 Benchmark Brands – Ireland
SECTOR DATA
Table 106 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 107 Sales of Spirits by Subsector: Total Value 2002-2007
Table 108 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 109 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 110 Sales of Spirits by On-trade vs Off-trade Split: Volume 2002-2007
Table 111 Sales of Spirits by On-trade vs Off-trade Split: Value 2002-2007
Table 112 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2002-2007
Table 113 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2002-2007
Table 114 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 115 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 116 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 117 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 118 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 119 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 120 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 121 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 122 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 123 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 124 Tequila Production, Imports and Exports: Total Volume 2001-2006
Table 125 Liqueurs Production: Total Volume 2001-2006
Table 126 Company Shares of Spirits by National Brand Owner 2002-2006
Table 127 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 128 Brand Shares of Spirits 2003-2006
Table 129 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 130 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 131 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 132 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012