Select Country Report
2025 Developments
Alcoholic drinks in Ireland in 2025 exhibited a stable volume performance, recording 580 million litres with a minor decline of -0.3%, yet value sales advanced by 3% to EUR7.7 billion, contrasting with much of Western Europe, where value and volume are both under pressure. The resilience in value reflects a marked move towards premium offerings, flexible at-home occasions, and the integration of low- and no-alcohol choices, making this a highly competitive and attractive environment for brands able to innovate and differentiate. Growth is not driven by increased consumption but by shifts in consumer habits—moderation, polarisation between value and premium, and a dominant off-trade landscape—meaning success depends on strong retail partnerships, clarity in price-tier strategy, and a broad, responsive portfolio. Leading companies defend their position by aligning with moderation and premiumisation, and brands that combine accessible innovation with compelling in-store execution are best placed to thrive as off-trade and nolo offerings continue to reshape the market.
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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
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Guinness 60/40 Blends Moderation with Tradition to Reshape Drinking Rituals
Jameson Drives Premium Trade-Up as Cost Pressures Split Demand
Chart 2 Volume Sales 2020-2030
Chart 3 Volume Sales by Category 2025
Supermarkets Expand Nolo and Premium Ranges to Meet Evolving Demand
Beer Retains Volume Lead as Rtds Outpace All in Growth
Polarisation and Cost Pressures Force Brands to Rethink Value Strategy
Chart 4 Forecast Volume Sales 2020-2030
Chart 5 Forecast Volume Sales by Category 2025-2030
Heineken and Diageo Defend Their Lead through Brand Strength and Portfolio Breadth
Chart 6 Company Shares 2025
Chart 7 Brand Shares 2025
Supermarkets and Discounters Capture Value-Led At-Home Occasions
Immediacy and Occasion-Driven Habits Keep E-Commerce Subdued
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
Guinness and Bulmers Integrate Nolo Options into Daily Rituals
Jameson Drives Trade-Up as Mid-Tier Offerings Lose Relevance
Supermarkets and Discounters Accelerate At-Home and Nolo Innovation
Chart 8 Economic Context for Alcoholic Drinks
Chart 9 Real Gdp Growth 2020-2030
Chart 10 Inflation 2020-2030
Chart 11 Consumer Context for Alcoholic Drinks
Chart 12 Population 2020-2030
Chart 13 Population by Generation 2025
Beer in Ireland
Key Data Insights
Beer Summary
Chart 14 Key Industry Trends for Beer
Guinness 0.0 and Stout Resilience Drive Polarised Outcomes
Guinness and Lager Dominate While Non-Alcoholic Beer Surges Ahead
Guinness 60/40 Reshapes Pub Rituals as Moderation Goes Mainstream
Chart 15 Volume Sales 2020-2030
Chart 16 Volume Sales by Category 2025
Guinness and Heineken Expand Non-Alcoholic Lines as Moderation Reshapes Social Rituals
Guinness 0.0 and Heineken 0.0 Drive Fastest Growth as Nolo Beer Enters the Mainstream
Real Gdp Growth and Consumer Preferences Reinforce the Need for Balanced Portfolios
Chart 17 Forecast Volume Sales 2020-2030
Chart 18 Forecast Volume Sales by Category 2025-2030
Chart 19 Analyst Insight for Beer
Guinness and Heineken Defend Their Share as Stout and Non-Alcoholic Beers Gain Relevance
Chart 20 Company Shares 2025
Chart 21 Brand Shares 2025
Discounters Attract Value-Conscious Shoppers as Supermarkets Hold Ground
Guinness 0.0 and New Rituals Embed Moderation in Social Life
Caffrey’S Black Stout and Murphy’S Revive Their Heritage to Attract New Drinkers
Chart 22 Caffrey’S Black Stout Taps into Ireland’S Stout Revival through Heritage-Led Positioning
Nofo Brew Co Leverages Live Football to Drive Craft Beer Trial
Chart 23 Economic Context for Beer
Chart 24 Real Gdp Growth 2020-2030
Chart 25 Inflation 2020-2030
Chart 26 Consumer Context for Beer
Chart 27 Population 2020-2030
Chart 28 Population by Generation 2025
Cider/Perry in Ireland
Key Data Insights
Cider/Perry Summary
Chart 29 Key Industry Trends for Cider/Perry
Mac Ivors Repositions Cider with Innovative Flavour-Led Launches
Bulmers 0.0 and Nolo Innovation Extend Drinking Occasions
Chart 30 Bulmers 0.0 Normalises Non-Alcoholic Cider through Lifestyle-Led Mainstream Marketing
Ruby Black by Mac Ivors Reinvigorates Consumer Interest through Bold Flavour Experimentation
Chart 31 Mac Ivors Disrupts Irish Cider with Ruby Black with Bold Flavour Experimentation
Chart 32 Volume Sales 2020-2030
Chart 33 Volume Sales by Category 2025
Flavour Experimentation Prompts Brands to Adapt to Shifting Loyalty
Event-Driven Demand and Weather Volatility Reshape Sales Cycles
Non Alcoholic Variants Outpace Growth as Moderation Gains Traction
Chart 34 Forecast Volume Sales 2020-2030
Chart 35 Forecast Volume Sales by Category 2025-2030
Bulmers and Orchard Thieves Sustain Dominance through Brand Heritage and Flavour Innovation
Chart 36 Company Shares 2025
Chart 37 Brand Shares 2025
Supermarkets Drive Planned Purchases While Convenience Stores Capture Impulse Demand
E-Commerce Struggles as Immediacy and Social Occasions Define Purchasing Habits
Chart 38 Economic Context for Cider/Perry
Chart 39 Real Gdp Growth 2020-2030
Chart 40 Inflation 2020-2030
Chart 41 Consumer Context for Cider/Perry
Chart 42 Population 2020-2030
Chart 43 Population by Generation 2025
Rtds in Ireland
Key Data Insights
Rtds Summary
Chart 44 Key Industry Trends for Rtds
Heineken Ireland Transforms At-Home Drinking with Premium Cocktail Launches
Pimentae and High Noon Accelerate Polarisation and Flavour Innovation
Chart 45 Pimentae Accelerates Rtd Market Polarisation through Premium Tequila-Based Cocktails
Retailers Back Premium Launches to Boost Value and Differentiation
Chart 46 Heineken Ireland Enters Premium Rtd Cocktails with the Launch of Served
Chart 47 Volume Sales 2020-2030
Chart 48 Volume Sales by Category 2025
Vodka and Tequila Rtds Drive Premium Trade-Up and Polarisation
Frequent Flavour Launches and Price-Tier Clarity Underpin Recruitment
Premiumisation and At-Home Consumption Create Channel Opportunities
Chart 49 Forecast Volume Sales 2020-2030
Chart 50 Forecast Volume Sales by Category 2025-2030
Wkd and West Coast Coolers Retain Dominance as Premiumisation Expands
Chart 51 Company Shares 2025
Chart 52 Brand Shares 2025
Supermarkets Capture Planned Rtd Purchases with a Wide Assortment
E-Commerce Loses Ground as Impulse and Immediate Use Dominate Rtd Sales
Chart 53 Economic Context for Rtds
Chart 54 Real Gdp Growth 2020-2030
Chart 55 Inflation 2020-2030
Chart 56 Consumer Context for Rtds
Chart 57 Population 2020-2030
Chart 58 Population by Generation 2025
Spirits in Ireland
Key Data Insights
Spirits Summary
Chart 59 Key Industry Trends for Spirits
Jameson Drives Premium Trade-Up as Volumes Stabilise on Selective Innovation
White Spirits Lead in Volume as Liqueurs and Non Alcoholic Spirits Outpace with Innovation
Feeney’S Leverages Viral Flavour Culture to Sustain Premium Interest and Gifting Occasions
Chart 60 Feeney’S Taps into Viral Flavour Culture with Dubai Chocolate Style Irish Cream
Chart 61 Volume Sales 2020-2030
Chart 62 Volume Sales by Category 2025
Irish Whiskey and Premium Brands Sustain Value as Moderation Deepens
Chart 63 Forecast Volume Sales 2020-2030
Chart 64 Forecast Volume Sales by Category 2025-2030
Bushmills Overtakes Gordon’S as Premium Spirits Polarise Demand
Chart 65 Company Shares 2025
Chart 66 Brand Shares 2025
Supermarkets Expand Private Label Lines to Retain Top Position
Discounters Attract Value-Seeking Shoppers with Accessible Spirits Ranges
E-Commerce Struggles as Shoppers Favour In-Store Spirits Browsing
Chart 67 Economic Context for Spirits
Chart 68 Real Gdp Growth 2020-2030
Chart 69 Inflation 2020-2030
Chart 70 Consumer Context for Spirits
Chart 71 Population 2020-2030
Chart 72 Population by Generation 2025
Wine in Ireland
Key Data Insights
Wine Summary
Chart 73 Key Industry Trends for Wine
Aldi Refreshes Its Wine Range with Flavour-Led Launches to Drive Trial
Andrew Peace Secures Supermarket Listings to Target Value-Premium Sweet Spot
Villa Maria Reinforces Premium Credentials with Heritage-Led Single-Vineyard Releases
Chart 74 Andrew Peace Enters Ireland by Targeting the Value-Premium Sweet Spot in Wine
Chart 75 Volume Sales 2020-2030
Chart 76 Volume Sales by Category 2025
Discounters and Supermarkets Strengthen Wine’S Role in Everyday Occasions
Emerging Styles and Digital Discovery Shape Consumer Engagement and Value
Chart 77 Forecast Volume Sales 2020-2030
Chart 78 Forecast Volume Sales by Category 2025-2030
Santa Rita and Concha Y Toro Defend Leadership through Scale and Trust
Chart 79 Company Shares 2025
Chart 80 Brand Shares 2025
Discounters Attract Value-Focused Shoppers with Expanding Wine Ranges
Premium Gifting Drives Slow but Steady E-Commerce Wine Growth
Chart 81 Economic Context for Wine
Chart 82 Real Gdp Growth 2020-2030
Chart 83 Inflation 2020-2030
Chart 84 Consumer Context for Wine
Chart 85 Population 2020-2030
Chart 86 Population by Generation 2025
Country Reports Disclaimer
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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-
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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
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- Standard Non Alcoholic Beer
- Malta Style 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.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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