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: 163 | Publication date: Feb 2010
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Executive summary
Recession brings the Celtic Tiger to its knees
Ireland has continued to move through its worst recession on record, with the economy having experienced the fastest contraction of any country in the developed world. Early-2009 brought estimates that the economy would contract by 4% over the year, though some sources suggest that this could be far greater, and that Irish government would increase from 41% of GDP to 58% in 2009 and to 70% the following year; far exceeding the EU limit. One of the central reasons suggested for the dire situation is the domestic housing contraction which is occurring simultaneously. Unemployment is now expected to rise to over 17%, which is closely bound to the dramatic falls in the construction industry, as well as significant declines in most parts of the economy, culminating in increasing job uncertainty, repossessions and falls in consumer confidence.
Drinks market in free fall
In light of the extended and severe recession, the alcoholic drinks market has continued to see significant declines, which were not aided over the review period by changing consumer tastes, new legislation concerning the consumption of alcohol and new social trends such as cocooning, all of which have also been tied to the state of the economy, as high house prices over much of the review period have been suggested as a factor driving cocooning, where people prefer to stay at home over venturing to pubs; new legislation has been passed by the government to address the social and health problems of binge drinking; and changes in consumer taste have been driven by high levels of immigration, particularly from eastern Europe. These factors were all slowing growth in may parts of the alcoholic drinks market already by the end of the review period, though the current economic crisis has played a crucial role in driving the market into the negative as consumers cut back on spending and going out.
Diageo stays at head of market though market falters
Diageo Ireland remains the clear leading producer of alcoholic drinks in Ireland by a fair stretch; however, advances made by smaller competitors have continued to see the erosion of its market share, while the current recession and slowed market have only contributed to its tougher trading environment. The company’s portfolio spans a large range of products and it has competitors on many fronts. Since many of its most important products are highly dependent on on-trade sales, the rise in the cocooning trend – arising for a variety of reasons- has been particularly punishing on the player, as off–trade sales see greater interest at the expense of the on-trade.
Supermarkets the steadfast rock
Sales of alcoholic drinks in Ireland shifted over the review period from the on-trade to the off-trade. Key to this move has been the abolition of the Groceries Order in 2006 allowing below-cost selling. As a result, supermarkets/hypermarkets have been competing strongly between themselves, often using alcoholic drinks as loss leaders. While this has seen the stores’ sales of alcohol increase steadily, on-trade establishments have suffered. Furthermore, the pricing levels are impossible for specialist retailers to compete with, contributing to a similar fall in sales. In addition to this, the rising cocooning trend, which gathered pace over the review period, inspired further clear changes in the shape of the overall market, as social and economic factors caused more consumers to elect to drink at home thus encouraging the off-trade.
A forecast in troughs
Despite the Irish government paying out the highest amount proportionally in terms of an economic bail-out to its crumbling private players, the economy is not expected to show any signs of recovery till the end of 2010, and only if stimulus measures are at least maintained, if not increased. Irish economic recovery also crucially relies on the global economy. Although widespread improvements are predicted to become apparent in 2011, it is expected that Irish output per head will only be restored to 2007 levels by 2015 according to some reports. Other reports suggest that consumer confidence has passed it slowest point and that certain services and manufacturing are already showing small signs of improvement, though these predictions also consider the possibility of a “double trough” recession.
Table of contents
ALCOHOLIC DRINKS IN IRELAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Recession brings the Celtic Tiger to its knees
Drinks market in free fall
Diageo stays at head of market though market falters
Supermarkets the steadfast rock
A forecast in troughs
KEY TRENDS AND DEVELOPMENTS
Ireland’s double dip
Consumers pull down their shutters
Guinness strives to remain stout
Specialist Retailers
Summary 1 Leading Specialist Retailers 2008
LEGISLATION
Table 1 Number of On-trade Establishments by Type 2004-2008
TAXATION AND DUTY LEVIES
Table 2 Taxation and Duty Levies on Alcoholic Drinks 2009
Table 3 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2009
Table 4 Selling Margin of a Typical Beer Brand 2009
Table 5 Selling Margin of a Typical Wine Brand 2009
Table 6 Selling Margin of a Typical Spirits Brand 2009
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 7 Retail Consumer Expenditure on Alcoholic Drinks 2004-2009
MARKET DATA
Table 8 Sales of Alcoholic Drinks by Sector: Total Volume 2004-2009
Table 9 Sales of Alcoholic Drinks by Sector: Total Value 2004-2009
Table 10 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2004-2009
Table 11 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2004-2009
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2009
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2009
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2009
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2009
Table 16 Company Shares of Alcoholic Drinks by Global Brand Owner 2005-2009
Table 17 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2009
Table 18 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2009
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2009-2014
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2009-2014
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2009-2014
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2009-2014
DEFINITIONS
Summary 2 Research Sources
LOCAL COMPANY PROFILES - IRELAND
BULMERS LTD - ALCOHOLIC DRINKS - IRELAND
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Bulmers Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 4 Bulmers Ltd: Production Statistics 2009
COMPETITIVE POSITIONING
Summary 5 Bulmers Ltd: Competitive Position 2009
COOLEY DISTILLERY PLC - ALCOHOLIC DRINKS - IRELAND
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Cooley Distillery Plc: Key Facts
Summary 7 Cooley Distillery Plc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Cooley Distillery Plc: Production Statistics 2005
COMPETITIVE POSITIONING
FINDLATERGRANTS - ALCOHOLIC DRINKS - IRELAND
STRATEGIC DIRECTION
KEY FACTS
Summary 9 FindlaterGrants: Key Facts
Summary 10 FindlaterGrants: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 FindlaterGrants: Production Statistics 2009
COMPETITIVE POSITIONING
Summary 12 FindlaterGrants: Competitive Position 2009
IRISH DISTILLERS LTD - ALCOHOLIC DRINKS - IRELAND
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Irish Distillers Ltd: Key Facts
Summary 14 Irish Distillers Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Irish Distillers Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 16 Irish Distillers Ltd: Competitive Position 2009
PORTERHOUSE BREWING CO, THE - ALCOHOLIC DRINKS - IRELAND
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Porterhouse Brewing Co, The: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 18 Porterhouse Brewing Co, The: Production Statistics 2009
COMPETITIVE POSITIONING
BEER IN IRELAND
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 19 Lager by Price Band 2009
SECTOR DATA
Table 23 Sales of Beer by Subsector: Total Volume 2004-2009
Table 24 Sales of Beer by Subsector: Total Value 2004-2009
Table 25 Sales of Beer by Subsector: % Total Volume Growth 2004-2009
Table 26 Sales of Beer by Subsector: % Total Value Growth 2004-2009
Table 27 Sales of Beer by On-trade vs Off-trade Split: Volume 2004-2009
Table 28 Sales of Beer by On-trade vs Off-trade Split: Value 2004-2009
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 31 Beer: Production, Imports and Exports: Total Volume 2003-2008
Table 32 Beer Exports by Country of Destination: Total Volume 2003-2008
Table 33 Beer Exports by Country of Destination: Total Value 2003-2008
Table 34 Beer Imports by Country of Origin: Total Volume 2003-2008
Table 35 Beer Imports by Country of Origin: Total Value 2003-2008
Table 36 Company Shares of Beer by National Brand Owner 2005-2009
Table 37 Company Shares of Beer by Global Brand Owner 2005-2009
Table 38 Brand Shares of Beer 2006-2009
Table 39 Forecast Sales of Beer by Subsector: Total Volume 2009-2014
Table 40 Forecast Sales of Beer by Subsector: Total Value 2009-2014
Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth 2009-2014
Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth 2009-2014
CIDER/PERRY IN IRELAND
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
SECTOR DATA
Table 43 Sales of Cider/Perry: Total Volume 2004-2009
Table 44 Sales of Cider/Perry: Total Value 2004-2009
Table 45 Sales of Cider/Perry: % Total Volume Growth 2004-2009
Table 46 Sales of Cider/Perry: % Total Value Growth 2004-2009
Table 47 On-trade vs Off-trade Sales of Cider/Perry: Volume 2004-2009
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Value 2004-2009
Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2004-2009
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2004-2009
Table 51 Cider/Perry Production, Imports and Exports: Total Volume 2003-2008
Table 52 Cider/Perry Exports by Country of Destination: Total Volume 2003-2008
Table 53 Cider/Perry Exports by Country of Destination: Total Value 2003-2008
Table 54 Cider/Perry Imports by Country of Origin: Total Volume 2003-2008
Table 55 Cider/Perry Imports by Country of Origin: Total Value 2003-2008
Table 56 Company Shares of Cider/Perry by National Brand Owner 2005-2009
Table 57 Company Shares of Cider/Perry by Global Brand Owner 2005-2009
Table 58 Brand Shares of Cider/Perry 2006-2009
Table 59 Forecast Sales of Cider/Perry: Total Volume 2009-2014
Table 60 Forecast Sales of Cider/Perry: Total Value 2009-2014
Table 61 Forecast Sales of Cider/Perry: % Total Volume Growth 2009-2014
Table 62 Forecast Sales of Cider/Perry: % Total Value Growth 2009-2014
RTDS/HIGH-STRENGTH PREMIXES IN IRELAND
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
SECTOR DATA
Table 63 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2004-2009
Table 64 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2004-2009
Table 65 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2004-2009
Table 66 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2004-2009
Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2004-2009
Table 68 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2004-2009
Table 69 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2004-2009
Table 70 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2004-2009
Table 71 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2005-2009
Table 72 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2005-2009
Table 73 Brand Shares of RTDS/High-strength Premixes 2006-2009
Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2009-2014
Table 75 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2009-2014
Table 76 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2009-2014
Table 77 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2009-2014
WINE IN IRELAND
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 78 Sales of Wine by Subsector: Total Volume 2004-2009
Table 79 Sales of Wine by Subsector: Total Value 2004-2009
Table 80 Sales of Wine by Subsector: % Total Volume Growth 2004-2009
Table 81 Sales of Wine by Subsector: % Total Value Growth 2004-2009
Table 82 Sales of Wine by On-trade vs Off-trade Split: Volume 2004-2009
Table 83 Sales of Wine by On-trade vs Off-trade Split: Value 2004-2009
Table 84 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 85 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 86 Volume Sales of Still Red Wine by Price Segment 2004-2009
Table 87 Volume Sales of Still White Wine by Price Segment 2004-2009
Table 88 Volume Sales of Still Rosé Wine by Price Segment 2004-2009
Table 89 Volume Sales of Other Sparkling Wine by Price Segment 2004-2009
Table 90 Sales of Still Red Wine by Grape/Varietal Type 2004-2009
Table 91 Sales of Still White Wine by Grape/Varietal Type 2004-2009
Table 92 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2009
Table 93 Sales of Still Red Wine by Quality Classification 2004-2009
Table 94 Sales of Still White Wine by Quality Classification 2004-2009
Table 95 Sales of Still Rosé Wine by Quality Classification 2004-2009
Table 96 Wine Production, Imports and Exports: Total Volume 2003-2008
Table 97 Wine Exports by Country of Destination: Total Volume 2003-2008
Table 98 Wine Exports by Country of Destination: Total Value 2003-2008
Table 99 Wine Imports by Country of Origin: Total Volume 2003-2008
Table 100 Wine Imports by Country of Origin: Total Value 2003-2008
Table 101 Company Shares of Still Light Grape Wine by National Brand Owner 2005-2009
Table 102 Company Shares of Still Light Grape Wine by Global Brand Owner 2005-2009
Table 103 Brand Shares of Still Light Grape Wine 2006-2009
Table 104 Company Shares of Champagne by National Brand Owner 2005-2009
Table 105 Company Shares of Champagne by Global Brand Owner 2005-2009
Table 106 Brand Shares of Champagne 2006-2009
Table 107 Company Shares of Other Sparkling Wine by National Brand Owner 2005-2009
Table 108 Company Shares of Other Sparkling Wine by Global Brand Owner 2005-2009
Table 109 Brand Shares of Other Sparkling Wine 2006-2009
Table 110 Forecast Sales of Wine by Subsector: Total Volume 2009-2014
Table 111 Forecast Sales of Wine by Subsector: Total Value 2009-2014
Table 112 Forecast Sales of Wine by Subsector: % Total Volume Growth 2009-2014
Table 113 Forecast Sales of Wine by Subsector: % Total Value Growth 2009-2014
SPIRITS IN IRELAND
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky Price band methodology
SECTOR DATA
Table 114 Sales of Spirits by Subsector: Total Volume 2004-2009
Table 115 Sales of Spirits by Subsector: Total Value 2004-2009
Table 116 Sales of Spirits by Subsector: % Total Volume Growth 2004-2009
Table 117 Sales of Spirits by Subsector: % Total Value Growth 2004-2009
Table 118 Sales of Spirits by On-trade vs Off-trade Split: Volume 2004-2009
Table 119 Sales of Spirits by On-trade vs Off-trade Split: Value 2004-2009
Table 120 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 121 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 122 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2004-2009
Table 123 Sales of Gin by Premium/Super-premium Split 2004-2009
Table 124 Sales of Vodka by Premium/Super-premium Split 2004-2009
Table 125 Sales of Flavoured vs Non-flavoured Vodka 2004-2009
Table 126 Spirits Production, Imports and Exports: Total Volume 2003-2008
Table 127 Spirits Exports by Country of Destination: Total Volume 2003-2008
Table 128 Spirits Exports by Country of Destination: Total Value 2003-2008
Table 129 Spirits Imports by Country of Origin: Total Volume 2003-2008
Table 130 Spirits Imports by Country of Origin: Total Value 2003-2008
Table 131 Whisk(e)y Production, Imports and Exports: Total Volume 2003-2008
Table 132 Brandy & Cognac Production, Imports and Exports: Total Volume 2003-2008
Table 133 Vodka Production, Imports and Exports: Total Volume 2003-2008
Table 134 Gin Production, Imports and Exports: Total Volume 2003-2008
Table 135 Rum Production, Imports and Exports: Total Volume 2003-2008
Table 136 Tequila Production, Imports and Exports: Total Volume 2003-2008
Table 137 Liqueurs Production: Total Volume 2003-2008
Table 138 Company Shares of Spirits by National Brand Owner 2005-2009
Table 139 Company Shares of Spirits by Global Brand Owner 2005-2009
Table 140 Brand Shares of Spirits 2006-2009
Table 141 Forecast Sales of Spirits by Subsector: Total Volume 2009-2014
Table 142 Forecast Sales of Spirits by Subsector: Total Value 2009-2014
Table 143 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2009-2014
Table 144 Forecast Sales of Spirits by Subsector: % Total Value Growth 2009-2014