The Spirits category has navigated the pandemic much better than was predicted. In 2021, spirits volume sales increased marginally due to the partial reopening of the on-trade.
One of the reasons why spirits has sold well in the off-trade is due to the cocktail making trend. Cocktails had been trending prior to the pandemic, as they are popular with millennials for their sweet tastes and have high Instagram-appeal.
Premiumisation has been a notable trend in spirits for some time, but the shift to home drinking has given it another boost. Consumers have indulged in buying premium spirits to drink by themselves or on the rocks at home.
The gin bubble seems to have burst in Ireland with volume sales of the spirit beginning to slow since the pandemic. Gin was growing significantly in the period running up to the pandemic but seems to have lost its shine as consumers trial other spirits.
After the major focus on gin attention is now shifting to the potential of other categories such as rum and tequila to drive volume growth. These are both traditionally seen as party spirits, widely drunk amongst millennials and the younger generations.
Non-alcoholic spirits has witnessed strong growth in recent years driven by the health and wellness trend, notably amongst young consumers but also older consumers trying to cut back on their alcohol consumption. The health-conscious are more aware than ever of the negative consequences of drinking too much alcohol, partly due to recent government initiatives in Ireland to reduce drinking.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Ireland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.See All of Our Definitions
This report originates from Passport, our Spirits research and analysis database.
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