Spirits in Ireland

PROSPECTS

Increasing number of consumers will drink gin in the coming years

Gin will be the fastest performer in both value (at constant 2017 prices) and total volume terms over the forecast period, as it continues to be very much the fashionable drink. Growth is predicted to be marginally slower compared to the review period due to market saturation and some level of product cannibalisation.

Irish craft whiskey is set to boom most will be for export

While there has been an explosion in the popularity of gin over the review period, many of these new brands are coming from Irish micro distilleries. Craft spirits have moved into a similar realm with craft beers and ciders with consumers maintaining an interest in provenance.

New legislation is set to pose a challenge to spirits

The Public Health (Alcohol) Bill will be a considerable challenge to face manufacturers over the coming years. The bill has been in circulation for the last two years of the review period and while it had still not been finalised in 2017, there are several new obstacles for brands that operate here.

COMPETITIVE LANDSCAPE

Diageo Ireland Ltd continues to lead spirits and invest in innovation

With new product innovations in 2017 such as Roe & Co in Irish whiskey and Gordon’s Pink in gin, Diageo Ireland Ltd continued to witness actual sales growth, as well as gaining total volume share. The company is investing in premium and super-premium spirits, as it maintains share in spite of the competition from other players, most notably the micro distillery brands.

Drumshanbo Gunpowder Gin records considerable growth due to strong branding and provenance

The Dalcassian Wines & Spirits Co Ltd witnessed triple-digit total volume growth in spirits in 2017, albeit from a relatively low base. The company has performed strongly due to the demand for Drumshanbo Gunpowder Gin, which has proved popular with cocktail makers and an interest in serving the perfect gin.

Smirnoff remains leading brand despite flat vodka sales

Smirnoff Red remained the leading brand within overall spirits. Vodka manufacturers face a significant challenge to encourage consumers to stay loyal to vodka.

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