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Beer - Ireland - April 2013

“The Irish beer market has struggled through some trying times since the onset of the economic downturn, with the Irish on-trade bearing the brunt of the hardship. However, with a booming off-trade and growth of the craft beer segment, coupled with the possibility of government legislation working in the industry’s favour, 2013 may signal the period in which the declines begin to ease.”

– Martin McCloskey, Research Analyst

Some questions answered in this report include:

  • What effect will government changes in legislation have on the Irish beer market looking forward?
  • How has the size of the beer industry changed in Ireland?
  • Where are Irish consumers drinking beer, and why?
  • What are the current innovations in the beer category?
  • What is the aging population’s effect on the Irish beer market?

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Table of contents

  1. Introduction

      • Key themes within the report
        • Definition
          • Data sources
            • Abbreviations
            • Executive Summary

                • The market
                  • Forecast
                    • Figure 1: Total beer sales, by value, NI and RoI, 2008-18
                  • Market factors
                    • Removal of beer duty escalator eases NI pub’s woes
                      • Excise duty on beer remains high in RoI
                        • Figure 2: Top 10 excise duties for beer (€ per hectolitre) in the European Union (4.8% ABV), October 2012
                      • In-home drinking not just down to price
                        • Older consumers will be more important to the beer industry in the near future
                          • Companies, brands and innovations
                            • The consumer
                              • Lager is the most popular beer
                                • Figure 3: Consumption of lager in the last 12 months, by location, NI and RoI, February 2013
                              • Lager is suitable for both sexes
                                • Figure 4: Agreement with statements relating to beer, NI and RoI, February 2013
                              • What we think
                              • Issues in the Market

                                • What effect will government changes in legislation have on the Irish beer market looking forward?
                                  • How has the size of the beer industry changed in Ireland?
                                    • Where are Irish consumers drinking beer, and why?
                                      • What are the current innovations in the beer category?
                                        • What is the aging population’s effect on the Irish beer market?
                                        • Trend Applications

                                            • Fauxthenticity
                                              • Sense of the Intense
                                                • Mintel Futures: Old Gold
                                                • Market Overview

                                                  • Key points
                                                    • Rethinking minimum pricing
                                                      • Minimum pricing aims to tackle affordability and availability
                                                        • Mixed opinions on minimum pricing
                                                          • Future for minimum pricing
                                                            • Scrapping the beer duty escalator
                                                              • Beer duty in RoI
                                                                • Figure 5: Top 10 excise duties for beer in the European Union (4.8% ABV), October 2012
                                                              • Price is not the only motivator for in-home drinking
                                                                  • Figure 6: Agreement, with the statement ‘I prefer in-home events as opposed to events/gatherings outside the home, by gender, June 2012
                                                                • Pubs need to innovate in their offering
                                                                  • Opposition to ban on alcohol’s sponsorship of events in RoI
                                                                    • Sponsorship focus in NI
                                                                      • Elderly set to emerge as the key consumer market
                                                                        • Figure 7: NI population, by age, 2010-56
                                                                      • RoI expecting a similar boom in mature consumers
                                                                        • Figure 8: RoI population, by age, 2006-41
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Wine suffers in the on-trade
                                                                          • Figure 9: On-trade wine sales, by value, NI and RoI, 2008-18
                                                                        • Wine off-trade sees steady growth however
                                                                          • Figure 10: Off-trade wine sales, by value, trade, NI and RoI, 2008-18
                                                                        • On-trade cider sees a similar decline to beer in the on-trade
                                                                          • Figure 11: On-trade cider sales, by value, NI and RoI, 2008-18
                                                                        • Cider off-sales grow year-on-year
                                                                          • Figure 12: Off-trade cider sales, by value, NI and RoI, 2008-18
                                                                      • Strengths and Weaknesses

                                                                        • Strengths
                                                                          • Weaknesses
                                                                          • Market Size and Forecast

                                                                            • Key points
                                                                              • Beer market growth to become static
                                                                                • Figure 13: Total beer sales, by value, NI and RoI, 2008-18
                                                                              • On-trade sector hurting
                                                                                • Figure 14: On-trade Beer sales, by value, NI and RoI, 2008-18
                                                                              • Off-trade growth counteracting market decline
                                                                                • Figure 15: Off-trade beer sales, by value, NI and RoI, 2008-18
                                                                              • Volumes increase despite value decreases
                                                                                • Figure 16: Total beer sales, by volume, NI and RoI, 2008-18
                                                                                • Figure 17: On-trade beer sales, by volume, NI and RoI, 2008-18
                                                                              • Off-trade growth spurring beer volume increases
                                                                                • Figure 18: Off-trade beer sales, by volume, NI and RoI, 2008-18
                                                                            • Market Segmentation

                                                                              • Key points
                                                                                • Lager tops the on-trade
                                                                                  • Figure 19: On-trade lager, stout and ale sales, by value, NI, 2008-18
                                                                                  • Figure 20: On-trade lager, stout and ale sales, by value, RoI, 2008-18
                                                                                • Off-trade lager also tops the market
                                                                                  • Figure 21: Off-trade lager, stout and ale sales, by value, NI, 2008-18
                                                                                  • Figure 22: Off-trade lager, stout and ale sales, by value, RoI, 2008-18
                                                                                • RoI on-trade volumes dwarf NI volumes
                                                                                  • Figure 23: On-trade lager, stout and ale sales, by volume, NI, 2008-18
                                                                                  • Figure 24: On-trade lager, stout and ale sales, by volume, RoI, 2008-18
                                                                                • Off-trade beer volumes in RoI exceed 50 million litres
                                                                                  • Figure 25: Off-trade lager, stout and ale sales, by volume, NI, 2008-18
                                                                                  • Figure 26: Off-trade lager, stout and ale sales, by volume, RoI, 2008-18
                                                                              • Companies and Innovations

                                                                                  • Declining beer market is evident in new product activity
                                                                                    • Figure 27: New product development in the beer sub-category, UK and Ireland, 2008-13*
                                                                                    • Figure 28: New product development in the beer sub-category, by launch type, UK and Ireland, 2008-13*
                                                                                  • The 360 lid
                                                                                    • Environmental claims become more prevalent
                                                                                      • Figure 29: New product development in the beer sub-category, by claim category, UK and Ireland, 2008-13*
                                                                                    • Traditional beer flavours remain paramount in a declining market
                                                                                      • Figure 30: New product development in the beer sub-category, by flavour, UK and Ireland, 2008-13*
                                                                                    • Company profiles
                                                                                      • AB InBev
                                                                                        • The Cantrell and Cochrane Group (C&C Group)
                                                                                          • Diageo
                                                                                              • Figure 31: Diageo beer brands
                                                                                            • Heineken Ireland
                                                                                              • Molson Coors Brewing Company
                                                                                                • SABMiller (Miller Brands)
                                                                                                    • Figure 32: Miller Brand beer portfolio, UK
                                                                                                  • Craft Breweries
                                                                                                    • Whitewater Brewing Company
                                                                                                        • Figure 33: Beers brewed at Whitewater Brewery
                                                                                                      • Dungarvan Brewing Company
                                                                                                          • Figure 34: Beers brewed at Dungarvan Brewery
                                                                                                        • Bo Bristle Brewery
                                                                                                          • Key facts
                                                                                                              • Figure 35: Bo Bristle brews
                                                                                                            • Porterhouse Brewing Company
                                                                                                                • Figure 36: Porterhouse Brewing Company beers
                                                                                                              • Carlow Brewing
                                                                                                                  • Figure 37: Carlow Brewing beers
                                                                                                              • The Consumer – Consumption of Beer

                                                                                                                • Key points
                                                                                                                  • Lager remains popular in both the on- and off-trade
                                                                                                                      • Figure 38: Consumption of lager in the last 12 months, by location, NI and RoI, February 2013
                                                                                                                    • Irish males most likely to consume lager in-home
                                                                                                                      • Figure 39: Lager consumed in-home (ie yours or another person’s) in the last 12 months, by gender, NI and RoI, February 2013
                                                                                                                    • Employed Irish consume more lager in the on-trade
                                                                                                                        • Figure 40: Lager consumed in pubs/bars/clubs/restaurants in the last 12 months, by working status, NI and RoI, February 2013
                                                                                                                      • Ale and stout have low appeal to Irish consumers
                                                                                                                        • Figure 41: Consumption of ale/bitter in the last 12 months, by location, NI and RoI, February 2013
                                                                                                                      • A fifth of Irish males drink ales
                                                                                                                        • Figure 42: Consumption of ale/bitter in the last 12 months, by location, by gender, NI and RoI, February 2013
                                                                                                                      • Low levels of stout consumption similar to ale
                                                                                                                        • Figure 43: Consumers who have drunk stout in the last 12 months, by location, NI and RoI, February 2013
                                                                                                                      • Craft beers have low consumption despite growth in Ireland
                                                                                                                        • Figure 44: Consumption of locally made craft beers in the last 12 months, by location, NI and RoI, February 2013
                                                                                                                      • Craft beer appeals to consumers with high internet usage
                                                                                                                        • Figure 45: Consumption of locally made craft beers in pubs/bars/clubs/restaurants, by daily internet usage, NI and RoI, February 2013
                                                                                                                      • Irish consumers drink imported beer in-home more often than out
                                                                                                                        • Figure 46: Consumption of imported beers, by location, NI and RoI, February 2013
                                                                                                                        • Figure 47: Consumption of imported beer, by location, by gender, NI and RoI, February 2013
                                                                                                                      • Younger consumers appreciate flavoured beers
                                                                                                                        • Figure 48: Consumption of fruit flavoured beers, by location, NI and RoI, February 2013
                                                                                                                        • Figure 49: Consumption of fruit flavoured beer is pubs/bars/clubs/restaurants, by age, NI and RoI, February 2013
                                                                                                                    • The Consumer – Attitudes Towards Beer

                                                                                                                      • Key points
                                                                                                                        • Beer widely viewed as a unisex drink
                                                                                                                          • Figure 50: Agreement with statements relating to beer, NI and RoI, February 2013
                                                                                                                          • Figure 51: Agreement with the statement ‘beer is suitable for both men and women’, by gender and age, NI and RoI, February 2013
                                                                                                                        • RoI farmers least likely to agree beer is suitable for both sexes
                                                                                                                          • Figure 52: Agreement with the statement ‘beer is suitable for both men and women’, by social class, NI and RoI, February 2013
                                                                                                                        • Many Irish consumers prefer a poured pint
                                                                                                                            • Figure 53: Agreement with the statement ‘draught beer tastes better than beer in bottles/cans’, by age and gender, NI and RoI, February 2013
                                                                                                                          • TV and event sponsorship is well received
                                                                                                                              • Figure 54: Agreement with ‘I notice when beer brands sponsor events or TV programmes’, by gender, NI and RoI, February 2013
                                                                                                                            • Sponsorship better received by younger consumers
                                                                                                                                • Figure 55: Agreement with ‘I notice when beer brands sponsor events or TV programmes’, by age, NI and RoI, February 2013
                                                                                                                              • A fifth buy beer based on price
                                                                                                                                • Figure 56: Agreement with ‘I decide which beers to drink based on price’, by gender, NI and RoI, February 2013
                                                                                                                              • Many plan to reduce beer consumption if prices continue to rise
                                                                                                                                  • Figure 57: Agreement with ‘I would cut back on the amount of beer I drink if the price continues to rise’, by gender, NI and RoI, February 2013
                                                                                                                                • Craft beers in Ireland
                                                                                                                                  • Figure 58: Agreement with statements relating to craft beer, NI and RoI, February 2013
                                                                                                                                • Craft beer may be a viable venture for larger brewers in Ireland
                                                                                                                                    • Figure 59: Agreement with statements relating to craft beer, NI and RoI, February 2013
                                                                                                                                • Appendix

                                                                                                                                  • NI Toluna data
                                                                                                                                    • Figure 60: Consumers who have drunk lager, by location, by demographics, NI, February 2013
                                                                                                                                    • Figure 61: Consumers who have drunk ale/bitter, by location, by demographics, NI, February 2013
                                                                                                                                    • Figure 62: Consumers who have drunk locally made craft beer (ie beer made in smaller independent breweries), by location, by demographics, NI, February 2013
                                                                                                                                    • Figure 63: Consumers who have drunk imported beer, by location, by demographics, NI, February 2013
                                                                                                                                    • Figure 64: Consumers who have drunk stout, by location, by demographics, NI, February 2013
                                                                                                                                    • Figure 65: Consumers who have drunk alcoholic ginger beer, by location, by demographics, NI, February 2013
                                                                                                                                    • Figure 66: Consumers who have drunk fruit flavoured beer, by location, by demographics, NI, February 2013
                                                                                                                                    • Figure 67: Consumers who have drunk low-alcohol beer, by location, by demographics, NI, February 2013
                                                                                                                                    • Figure 68: Consumers who have drunk non-alcoholic beer, by location, by demographics, NI, February 2013
                                                                                                                                    • Figure 69: Consumers who have drunk other kinds of beer, by location, by demographics, NI, February 2013
                                                                                                                                    • Figure 70: Agreement with statements relating to beer, by demographics, NI, February 2013
                                                                                                                                    • Figure 71: Agreement with statements relating to beer (continued), by demographics, NI, February 2013
                                                                                                                                    • Figure 72: Agreement with statements relating to beer (continued), by demographics, NI, February 2013
                                                                                                                                  • RoI Toluna data
                                                                                                                                    • Figure 73: Consumers who have drunk lager, by location, by demographics, RoI, February 2013
                                                                                                                                    • Figure 74: Consumers who have drunk ale/bitter, by location, by demographics, RoI, February 2013
                                                                                                                                    • Figure 75: Consumers who have drunk locally made craft beer (ie beer made in smaller independent breweries), by location, by demographics, RoI, February 2013
                                                                                                                                    • Figure 76: Consumers who have drunk imported beer, by location, by demographics, RoI, February 2013
                                                                                                                                    • Figure 77: Consumers who have drunk stout, by location, by demographics, RoI, February 2013
                                                                                                                                    • Figure 78: Consumers who have drunk alcoholic ginger beer, by location, by demographics, RoI, February 2013
                                                                                                                                    • Figure 79: Consumers who have drunk fruit flavoured beer, by location, by demographics, RoI, February 2013
                                                                                                                                    • Figure 80: Consumers who have drunk low-alcohol beer, by location, by demographics, RoI, February 2013
                                                                                                                                    • Figure 81: Consumers who have drunk non-alcoholic beer, by location, by demographics, RoI, February 2013
                                                                                                                                    • Figure 82: Consumers who have drunk other kinds of beer, by location, by demographics, RoI, February 2013
                                                                                                                                    • Figure 83: Agreement with statements relating to beer, by demographics, RoI, February 2013
                                                                                                                                    • Figure 84: Agreement with statements relating to beer (continued), by demographics, RoI, February 2013
                                                                                                                                    • Figure 85: Agreement with statements relating to beer (continued), by demographics, RoI, February 2013

                                                                                                                                Companies Covered

                                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                                Beer - Ireland - April 2013

                                                                                                                                US $1,466.97 (Excl.Tax)