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.

Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.

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

Alcoholic drinks growth disappearing

Volume sales of alcoholic drinks declined slightly in 2008, for the first time since 2004. Prior to this, review period growth had been minimal. Changing consumer tastes, brought about by heavy advertising campaigns and legislative changes have impacted sales. A move towards foreign products led to moderate volume growth in wine, while immigration from Eastern Europe managed to keep spirits sales rising.

Cocooning set to stay

Harsher penalties for drink-driving, cheap deals in supermarkets and the closure of many rural pubs have entrenched the “cocooning” trend amongst Irish consumers. Some commentators have suggested that high house prices are also an important factor, and 2008 has seen the cocooning trend set in as financial concerns heighten. Something of a counter movement is underway by drinks manufacturers and the government to increase transportation to rural pubs, and to encourage access to drinking in a public environment. While manufacturers are looking at bottom lines, the government is facing rising suicide rates amongst the rural elderly who can no longer access their local pub.

Diageo continues to lead, but loses ground

Diageo Ireland remains by far the country’s leading producer of alcoholic drinks; however, advances made by smaller competitors have continued to see the erosion of its market share. The company’s portfolio spans a large range of products and it has competitors on many fronts. As many of its most important products are highly dependent on on-trade sales, the rise in off-trade sales has been particularly punishing.

Supermarkets/hypermarkets lead off-trade sales

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.

Battening down the hatches in the global financial crisis

The global economic crisis has arrived in Ireland, and companies across the alcoholic drinks market are watching sales figures closely. While volume and sales growth were previously expected to stagnate over the forecast period, a lack of consumer confidence could see the market take a downward turn. Companies selling lower priced products, or which offer discounts via deals with large retailers, can be expected to weather the storm somewhat better than companies with a focus on the mid-priced and premium segments.

Table of contents

ALCOHOLIC DRINKS IN IRELAND : MARKET INSIGHT

EXECUTIVE SUMMARY

Alcoholic drinks growth disappearing

Cocooning set to stay

Diageo continues to lead, but loses ground

Supermarkets/hypermarkets lead off-trade sales

Battening down the hatches in the global financial crisis

KEY TRENDS AND DEVELOPMENTS

Irish Consumers Continue Cocooning

Distribution Shifts After Abolition of Groceries Order

Rural Pubs Suffering from Drink-driving Legislation

Immigrant population fluctuation unsettles alcoholic drinks market

Guinness Suffers Amid Slowing Stout Sales

Specialist Retailers

Summary 1 Leading Specialist Retailers 2007

Market Merger and Acquisition Activity

Summary 2 Speculated Merger and Acquisition Activity 2007-2008

MARKET BACKGROUND

LEGISLATION

TAXATION AND DUTY LEVIES

Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008

Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008

Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2008- Guinness

Table 4 Selling Margin of a Typical Imported Wine Brand 2008 – Jacobs Creek

Table 5 Selling Margin of a Typical Imported Spirits Brand 2008 – Smirnoff Red

OPERATING ENVIRONMENT

MARKET INDICATORS

Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008

MARKET DATA

Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008

Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008

Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008

Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008

Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008

Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008

Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008

Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008

Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007

Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008

Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008

Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013

Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013

Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013

Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013

DEFINITIONS

Sources

Summary 3 Research Sources

LOCAL COMPANY PROFILES - IRELAND

BULMERS LTD - ALCOHOLIC DRINKS - IRELAND

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Bulmers Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

Summary 5 Bulmers Ltd: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 6 Bulmers Ltd: Competitive Position 2007

COOLEY DISTILLERY PLC - ALCOHOLIC DRINKS - IRELAND

STRATEGIC DIRECTION

KEY FACTS

Summary 7 Cooley Distillery Plc: Key Facts

Summary 8 Cooley Distillery Plc: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 9 Cooley Distillery Plc: Production Statistics 2005

COMPETITIVE POSITIONING

FINDLATERGRANTS - ALCOHOLIC DRINKS - IRELAND

STRATEGIC DIRECTION

KEY FACTS

Summary 10 FindlaterGrants: Key Facts

Summary 11 FindlaterGrants: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 12 FindlaterGrants: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 13 FindlaterGrants: Competitive Position 2007

IRISH DISTILLERS LTD - ALCOHOLIC DRINKS - IRELAND

STRATEGIC DIRECTION

KEY FACTS

Summary 14 Irish Distillers Ltd: Key Facts

Summary 15 Irish Distillers Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 16 Irish Distillers Ltd: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 17 Irish Distillers Ltd: Competitive Position 2007

PORTERHOUSE BREWING CO, THE - ALCOHOLIC DRINKS - IRELAND

STRATEGIC DIRECTION

KEY FACTS

Summary 18 Porterhouse Brewing Co, The: Key Facts

COMPANY BACKGROUND

PRODUCTION

Summary 19 Porterhouse Brewing Co, The: Production Statistics 2007

COMPETITIVE POSITIONING

BEER IN IRELAND

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Lager price band methodology

Summary 20 Lager by Price Band 2008

Published data comparisons

SECTOR DATA

Table 22 Sales of Beer by Subsector: Total Volume 2003-2008

Table 23 Sales of Beer by Subsector: Total Value 2003-2008

Table 24 Sales of Beer by Subsector: % Total Volume Growth 2003-2008

Table 25 Sales of Beer by Subsector: % Total Value Growth 2003-2008

Table 26 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008

Table 27 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008

Table 28 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 29 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 30 Beer: Production, Imports and Exports: Total Volume 2002-2007

Table 31 Beer Exports by Country of Destination: Total Volume 2002-2007

Table 32 Beer Exports by Country of Destination: Total Value 2002-2007

Table 33 Beer Imports by Country of Origin: Total Volume 2002-2007

Table 34 Beer Imports by Country of Origin: Total Value 2002-2007

Table 35 Company Shares of Beer by National Brand Owner 2003-2007

Table 36 Company Shares of Beer by Global Brand Owner 2003-2007

Table 37 Brand Shares of Beer 2004-2007

Table 38 Forecast Sales of Beer by Subsector: Total Volume 2008-2013

Table 39 Forecast Sales of Beer by Subsector: Total Value 2008-2013

Table 40 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013

Table 41 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013

CIDER/PERRY IN IRELAND

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 42 Sales of Cider/Perry: Total Volume 2003-2008

Table 43 Sales of Cider/Perry: Total Value 2003-2008

Table 44 Sales of Cider/Perry: % Total Volume Growth 2003-2008

Table 45 Sales of Cider/Perry: % Total Value Growth 2003-2008

Table 46 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008

Table 47 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008

Table 48 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008

Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008

Table 50 Cider/Perry Production, Imports and Exports: Total Volume 2002-2007

Table 51 Cider/Perry Exports by Country of Destination: Total Volume 2002-2007

Table 52 Cider/Perry Exports by Country of Destination: Total Value 2002-2007

Table 53 Cider/Perry Imports by Country of Origin: Total Volume 2002-2007

Table 54 Cider/Perry Imports by Country of Origin: Total Value 2002-2007

Table 55 Company Shares of Cider/Perry by National Brand Owner 2003-2007

Table 56 Company Shares of Cider/Perry by Global Brand Owner 2003-2007

Table 57 Brand Shares of Cider/Perry 2004-2007

Table 58 Forecast Sales of Cider/Perry: Total Volume 2008-2013

Table 59 Forecast Sales of Cider/Perry: Total Value 2008-2013

Table 60 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013

Table 61 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013

RTDS/HIGH-STRENGTH PREMIXES IN IRELAND

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 62 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008

Table 63 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008

Table 64 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008

Table 65 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008

Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008

Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008

Table 68 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008

Table 69 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008

Table 70 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007

Table 71 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007

Table 72 Brand Shares of RTDS/High-strength Premixes 2004-2007

Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013

Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013

Table 75 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013

Table 76 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013

WINE IN IRELAND

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 77 Sales of Wine by Subsector: Total Volume 2003-2008

Table 78 Sales of Wine by Subsector: Total Value 2003-2008

Table 79 Sales of Wine by Subsector: % Total Volume Growth 2003-2008

Table 80 Sales of Wine by Subsector: % Total Value Growth 2003-2008

Table 81 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008

Table 82 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008

Table 83 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 84 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 85 Volume Sales of Still Red Wine by Price Segment 2003-2008

Table 86 Volume Sales of Still White Wine by Price Segment 2003-2008

Table 87 Volume Sales of Still Rosé Wine by Price Segment 2003-2008

Table 88 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008

Table 89 Sales of Still Red Wine by Grape/Varietal Type 2003-2008

Table 90 Sales of Still White Wine by Grape/Varietal Type 2003-2008

Table 91 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008

Table 92 Sales of Still Red Wine by Quality Classification 2003-2008

Table 93 Sales of Still White Wine by Quality Classification 2003-2008

Table 94 Sales of Still Rosé Wine by Quality Classification 2003-2008

Table 95 Wine Production, Imports and Exports: Total Volume 2002-2007

Table 96 Wine Exports by Country of Destination: Total Volume 2002-2007

Table 97 Wine Exports by Country of Destination: Total Value 2002-2007

Table 98 Wine Imports by Country of Origin: Total Volume 2002-2007

Table 99 Wine Imports by Country of Origin: Total Value 2002-2007

Table 100 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007

Table 101 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007

Table 102 Brand Shares of Still Light Grape Wine 2004-2007

Table 103 Company Shares of Champagne by National Brand Owner 2004-2007

Table 104 Company Shares of Champagne by Global Brand Owner 2004-2007

Table 105 Brand Shares of Champagne 2004-2007

Table 106 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007

Table 107 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007

Table 108 Brand Shares of Other Sparkling Wine 2004-2007

Table 109 Forecast Sales of Wine by Subsector: Total Volume 2008-2013

Table 110 Forecast Sales of Wine by Subsector: Total Value 2008-2013

Table 111 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013

Table 112 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013

SPIRITS IN IRELAND

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Vodka, gin and other blended Scotch whisky Price band methodology

Table 113 Benchmark brands – Ireland

SECTOR DATA

Table 114 Sales of Spirits by Subsector: Total Volume 2003-2008

Table 115 Sales of Spirits by Subsector: Total Value 2003-2008

Table 116 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008

Table 117 Sales of Spirits by Subsector: % Total Value Growth 2003-2008

Table 118 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008

Table 119 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008

Table 120 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 121 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 122 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008

Table 123 Sales of Gin by Premium/Super-premium Split 2003-2008

Table 124 Sales of Vodka by Premium/Super-premium Split 2003-2008

Table 125 Sales of Flavoured vs Non-flavoured Vodka 2003-2008

Table 126 Spirits Production, Imports and Exports: Total Volume 2002-2007

Table 127 Spirits Exports by Country of Destination: Total Volume 2002-2007

Table 128 Spirits Exports by Country of Destination: Total Value 2002-2007

Table 129 Spirits Imports by Country of Origin: Total Volume 2002-2007

Table 130 Spirits Imports by Country of Origin: Total Value 2002-2007

Table 131 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007

Table 132 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007

Table 133 Vodka Production, Imports and Exports: Total Volume 2002-2007

Table 134 Gin Production, Imports and Exports: Total Volume 2002-2007

Table 135 Rum Production, Imports and Exports: Total Volume 2002-2007

Table 136 Tequila Production, Imports and Exports: Total Volume 2002-2007

Table 137 Liqueurs Production: Total Volume 2002-2007

Table 138 Company Shares of Spirits by National Brand Owner 2003-2007

Table 139 Company Shares of Spirits by Global Brand Owner 2003-2007

Table 140 Brand Shares of Spirits 2004-2007

Table 141 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013

Table 142 Forecast Sales of Spirits by Subsector: Total Value 2008-2013

Table 143 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013

Table 144 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013