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Spirits in
Ireland

Country Report

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Executive Summary

Jul 2019
PROSPECTS
Possibility of new tariffs over the forecast period

The Irish drinks industry has cultivated close institutional and commercial ties with producers of raw materials and finished drinks products in Northern Ireland. In recent years a number of cross-border initiatives were put in place, such as government loans for start-ups, to help the sector to continue to grow.

Irish whiskey remains a star performer

Irish consumers significantly reduced their overall alcohol consumption over the review period. This has occurred in tandem with significant public health awareness campaigns and a number of legislative measures to curb excessive consumption.

Vodka remains the most popular but gin outshines in terms of growth

Sales of English gin soared again in 2018 with pink gin in particular performing extremely well. Irish drinkers continued to reach for the product and manufacturers have responded by adding brands such as Cork-brewed Beara Ocean Pink Gin.

COMPETITIVE LANDSCAPE
Economy conscious consumers drive channel growth

During the recession era Irish consumers sought discounters in great numbers and Aldi, Lidl and to a lesser extent Tesco witnessed significant increases in their value sales share. Aldi and Lidl in particular continue to win favourable coverage of their private label products with their ranges consistently rating highly for quality and sustainability.

Private label share growth in vodka

In the largest portion of category by volume, vodka, Aldi, Lidl and Tesco increased their combined volume share again significantly in 2018. In the fastest growing category, English gin, Tesco has established itself as one of the leading players.

Celebritization of spirits drives category share

In the US, a number of prominent celebrities have launched their own versions of traditional spirits. Actor George Clooney started his own Tequila brand to tap into the growing US demand for Tequila and sold the company to Diageo for an estimated USD1 billion in August 2017.

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Spirits in Ireland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spirits industry in Ireland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Spirits industry in Ireland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spirits in Ireland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Spirits in Ireland?
  • What are the major brands in Ireland?
  • Are consumers switching from international spirits to ‘cheaper’ local spirits as consumer spending is being squeezed?
  • What is the most popular price point for blended Scotch; super-premium, premium, standard or economy and has the recession resulted in a switch?
  • How do premium vs standard vs economy brands compete for sales?
  • What are the key flavours in vodka?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Spirits in Ireland - Category analysis

HEADLINES

PROSPECTS

Possibility of new tariffs over the forecast period
Irish whiskey remains a star performer
Vodka remains the most popular but gin outshines in terms of growth

COMPETITIVE LANDSCAPE

Economy conscious consumers drive channel growth
Private label share growth in vodka
Celebritization of spirits drives category share

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 1 Benchmark Brands 2018

CATEGORY DATA

Table 1 Sales of Spirits by Category: Total Volume 2013-2018
Table 2 Sales of Spirits by Category: Total Value 2013-2018
Table 3 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 4 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 10 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 11 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 12 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 13 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 14 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 15 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 16 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 17 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 18 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 19 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 20 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 21 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Ireland - Industry Overview

EXECUTIVE SUMMARY

Demand for alcohol in decline but warmer weather helps sustain sales
Discussions about new legislation boost consumer health awareness
Overall alcohol industry remains highly competitive
Retailers already responding to the passing of the Public Health (Alcohol) Bill
Consumers expected to drink less but will go premium over the forecast period

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 22 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 23 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 24 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 25 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 26 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 27 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 28 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 29 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 30 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 31 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 32 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 33 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 34 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 35 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 36 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 37 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 38 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 3 Research Sources