Spirits in Ireland

PRE-COVID-19 PERFORMANCE

Irish whiskey remains a crucial driver of sales, with premium offerings benefiting from the growing preference some consumers have for quality over quantity in 2019

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.

In 2019, vodka continues to bring in the highest value sales; however, it faces growing competition from gin, which is becoming increasingly popular in the country

Vodka remains Ireland’s most popular spirit in volume terms, supported by significant off-trade sales of economy and mid-priced brands. However, consumers are also increasingly choosing value over volume, evident by the growth in popularity of more premium vodka brands.

Diageo Ireland benefits from its strong offering of Smirnoff; however, private label increases its presence on the landscape in 2019

Diageo Ireland Ltd continued to lead the landscape in 2019, offering popular vodka brand Smirnoff. Smirnoff remains one of Ireland’s most popular drinks by volume and value sales across all drink areas, with the category leader Smirnoff Red retaining its share in 2019, thanks to its popularity as a mixer, and as a neat drink.

2020 AND BEYOND

COVID-19 impact

On-trade volume sales of spirits are expected to fall by 45% in 2020 in light of the impact of COVID-19. This compares to an expected 3% rise forecast for 2020 during research conducted in May 2019, before the spread of COVID-19.

Affected products within spirits

With on-trade establishments closing in March, all spirit products are predicted to record a double-digit decline in 2020, with other liqueurs and brandy and cognac set to record the steepest declines. However, results in off-trade volume growth are expected to align to their pre-COVID-19 prediction, and the landscape is set to see off-trade volume growth in 2020.

RECOVERY AND OPPORTUNITIES

In 2020, on-trade volume growth is set to see a double-digit decline, as establishments close from March-June, and some consumer will remain wary of socialising in bars and clubs for the rest of 2020, while smaller facilities will be impacted by COVID-9 restrictions and social distancing requirements. Therefore, in 2021, on-trade volume growth is set to record a double-digit decline, as the industry recovers from imposed closures, and consumers feel confident to enjoy spirits in public facilities once more.

Files are delivered directly into your account within a few minutes of purchase.