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Premium Alcoholic Drinks - Ireland - May 2010

The Irish alcohol industry is seeing a major move towards premiumisation. With consumers less willing to spend money on alcohol outside of the home, alcohol manufacturers are increasingly looking at ways to add value to their products. Manufacturers have increasingly been looking at ways to enhance the premium aspects of their brand, to help attract recession-affected consumers.

This report reviews how Irish consumers view premium drinks, and what qualities make a drinks brand premium in their eyes, with particular focus on how the trend towards premium alcohol has affected in-home alcohol consumption.

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Table of contents

  1. Issues in the Market

      • Key themes of the report
        • Definition
          • Abbreviations
          • Insights and Opportunities

            • Celebrity endorsements
              • Premiumising to beat binge drinking
              • Market in Brief

                • Irish consumers still enjoy alcohol in recession, but pay less for it
                  • Brand name and taste make a product premium in the eyes of the consumer
                    • Quality drinks an important part of a night in
                    • Fast Forwards Trends

                        • Trend 1: Extreme Living
                          • What’s it about?
                            • What we’ve seen
                              • What next?
                                • Trend 2: Being Seen to be See-through
                                  • What’s it about?
                                    • What we’ve seen
                                      • What next?
                                      • Internal Market Environment

                                        • Key points
                                          • Alcohol consumption increases in RoI, falls in NI
                                            • Figure 1: Alcohol consumption, NI and RoI, 2003-09
                                            • Figure 2: Agreement with selected financial statements, NI and RoI, 2009
                                          • Changes to duty benefit the RoI alcohol market
                                            • Price drops enough to attract drinkers from the off-trade?
                                              • Figure 3: RoI price changes between December 2009 and January 2010, by types of alcohol
                                            • NI drinkers suffer from alcohol tax increase
                                                • Figure 4: Average cost of beer in supermarkets vs. on-trade average, May 2010
                                              • NI and RoI consumers differ on perceptions of quality
                                                • Figure 5: Agreement with statements relating to paying for quality, NI and RoI, 2007 and 2009
                                              • NI consumers putting less value in premium-branded products
                                                • Discounters popular with drinkers during recession
                                                  • Strong brand name important for premium image
                                                    • Figure 6: Aspects of alcoholic drinks that respondents associate with being of higher quality or ‘premium’, by selected alcoholic drinks, NI and RoI, April 2010
                                                  • Brand loyalty
                                                    • The drinking at home trend could reduce brand loyalty
                                                      • Figure 7: Response to the statement ‘I'm less loyal to brands than I used to be’ when purchasing alcohol from the supermarket/off-licence to drink at home, NI and RoI, April 2010
                                                    • Over a quarter buy own-label alcohol
                                                      • Figure 8: Agreement with the statement ‘I buy own-label alcohol’ when purchasing alcohol from the supermarket/off-licence to drink at home, NI and RoI, April 2010
                                                    • Supermarkets come under fire for irresponsible pricing
                                                      • Figure 9: Percentage of supermarket alcohol sold on promotion, March 2010
                                                    • Are ethical issues value adding?
                                                      • Figure 10: Percentage of consumers that feel strongly about selected green/ethical issues, NI and RoI, August 2009
                                                  • Broader Market Environment

                                                    • Key points
                                                      • 2010 could see increased demand for premium drinks in NI
                                                        • Figure 11: Economic outlook, NI and RoI, 2008-10
                                                      • Too early to break out the Champagne?
                                                        • Lack of job security may see consumers hold back
                                                          • Unemployment jumps in 2009
                                                            • Figure 12: Unemployment, RoI, 2006-09
                                                            • Figure 13: Unemployment, NI, 2007-10
                                                          • Low confidence sees consumers less willing to drink outside of home
                                                            • Figure 14: Consumer Sentiment/Confidence Index, April 2007-10
                                                          • Exchange rate taking its toll on RoI economy
                                                            • Figure 15: Pound to euro exchange rate, 2003-10*
                                                            • Figure 16: Cross-border visits from RoI consumers to NI, 2007-09
                                                          • RoI tax and duty cuts to stem the flow of shoppers to NI
                                                            • An ageing population
                                                              • Figure 17: Population projections, by age group, RoI and NI, 2006-26
                                                              • Figure 18: Location of alcohol consumption – over-50s, NI and RoI, 2009
                                                              • Figure 19: Agreement with statements relating to paying for quality alcohol – all adults and over-50s, NI and RoI, 2009
                                                          • Strengths and Weaknesses

                                                            • Strengths
                                                              • Weaknesses
                                                              • Market Value and Forecast

                                                                • Key points
                                                                  • The recession draining money from pubs and off-licences alike
                                                                      • Figure 20: Alcohol sales, by value and volume, on- and off-trade split, all-Ireland, 2004-14
                                                                      • Figure 21: Alcohol sales, by indexed value, on- and off-trade split, all-Ireland, 2004-14
                                                                    • NI off-trade benefits from recession and cross-border shopping
                                                                      • Figure 22: Alcohol sales, by value and volume, on- and off-trade split, NI, 2004-14
                                                                    • Pre-loading eating into on-trade profits
                                                                        • Figure 23: Consumers who drink at home before going out, by drink type, NI and RoI, April 2010
                                                                      • Reduction in RoI excise will boost off-trade, and ease losses for the on-trade
                                                                        • Figure 24: Alcohol sales, by value and volume, on- and off-trade split, RoI, 2004-14
                                                                      • Growth of RoI off-trade channel will boost premium drink sales
                                                                        • Figure 25: Agreement with statements relating to drinking at home, NI and RoI, April 2010
                                                                    • Premium Alcohol Market Scope

                                                                      • Key points
                                                                        • Premium alcohol accounts for a quarter of all alcohol sales
                                                                          • Figure 26: Segmentation of the alcohol market, all-Ireland, 2010
                                                                          • Figure 27: Agreement with statements relating to drinking at home, NI and RoI, April 2010
                                                                        • Premium alcohol market worth €1.5 billion in 2010
                                                                          • Figure 28: Premium alcohol market, on- and off-trade split, IoI, 2004-10
                                                                        • NI premium alcohol market is off-trade-led
                                                                          • Figure 29: Premium alcohol market, on- and off-trade split, NI, 2004-10
                                                                        • RoI premium alcohol market declines in line with recessionary trends
                                                                          • Figure 30: Premium alcohol market, on- and off-trade split, RoI, 2004-10
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Standard alcohol presents most competition to premium drinks
                                                                            • Figure 31: Alcohol market, by key segments, all-Ireland, 2004-10
                                                                            • Figure 32: Alcohol market segments, on- and off-trade split, NI, 2006-10**
                                                                            • Figure 33: Alcohol market segments, on- and off-trade split, RoI, 2006-10**
                                                                          • Irish consumers searching for a bargain
                                                                          • Who’s Innovating?

                                                                            • Key points
                                                                              • Recession puts a dent in premium alcohol NPD
                                                                                • Figure 34: New alcohol product launches in the UK and Ireland, claiming to be premium, 2004-10*
                                                                              • Premium top claim for alcohol launches
                                                                                • Figure 35: Alcohol launches, by claim, 2004-10*
                                                                              • New brands entering the market
                                                                                • Figure 36: New alcohol product launches in the UK and Ireland, claiming to be premium, by launch type, 2004-10*
                                                                              • New packaging can help invigorate premium brands
                                                                                • Glass bottles the packaging of choice for premium-positioned products
                                                                                  • Figure 37: New alcohol product launches in the UK and Ireland, claiming to be premium, by packaging, 2004-10*
                                                                                • Limited edition branding can help to boost sales of super- and ultra-premium products
                                                                                  • Room for a bit of variety
                                                                                    • Figure 38: New alcohol product launches in the UK and Ireland, claiming to be premium, by flavour, 2004-10*
                                                                                  • Flavour for the off-trade
                                                                                    • Natural and fair trade an important area for premium drinks NPD
                                                                                      • A new twist on a familiar brand
                                                                                      • Companies and Products

                                                                                          • Barry & Fitzwilliam Ltd
                                                                                            • Figure 39: Cross-section of B&F premium brands, 2010
                                                                                          • Cantrell & Cochrane Group
                                                                                              • Figure 40: Premium C&C brands, 2010
                                                                                            • Diageo
                                                                                                • Figure 41: Diageo global priority brands, 2010
                                                                                              • Cooley Distillery
                                                                                                • Figure 42: Cooley’s brands, 2010
                                                                                              • Dillon Bass
                                                                                                  • Figure 43: Cross-section of premium Dillon Bass Brands, 2010
                                                                                                • Irish Distillers
                                                                                                  • Figure 44: Cross-section of premium Irish Distillers brands, 2010
                                                                                                • Heineken
                                                                                                    • Figure 45: Cross-section of premium Heineken brands, 2010
                                                                                                  • Anheuser-Busch InBev
                                                                                                      • Figure 46: AB InBev UK and Ireland brands, 2010
                                                                                                  • Consumer Drinking Preferences

                                                                                                    • Key points
                                                                                                      • Wine the most enjoyed type of alcohol by Irish consumers
                                                                                                          • Figure 47: Types of alcohol drinks respondents enjoy drinking, NI and RoI, April 2010
                                                                                                        • Wine benefits from the in-home drinking trend
                                                                                                            • Figure 48: Consumers who enjoy drinking wine, by gender, age and socio-economic group, NI and RoI, April 2010
                                                                                                          • Grape variety more important that brand name when drinking in the on-trade
                                                                                                            • Figure 49: Agreement with statements relating to brands when drinking wine in the on-trade, NI and RoI, April 2010
                                                                                                          • Taken with a meal
                                                                                                            • Figure 50: Agreement with statements relating to drinking occasions, for wine and beer, NI and RoI, April 2010
                                                                                                            • Figure 51: Foodservice value of purchases (VOP) according to sector, all-Ireland, 2004-09
                                                                                                          • Beer preferred by men
                                                                                                              • Figure 52: Consumers who enjoy drinking beer, by gender, NI and RoI, April 2010
                                                                                                            • Beer drinkers in pubs are brand-loyal
                                                                                                              • Figure 53: Agreement with statements relating to brands when drinking beer in the on-trade, NI and RoI, April 2010
                                                                                                            • Beer most popular type of alcohol in pubs and clubs
                                                                                                              • Figure 54: Percentage of respondents who consume selected drinks in pubs or clubs, NI and RoI, April 2010
                                                                                                            • Champagne a must for special occasions
                                                                                                              • Figure 55: Consumers who enjoy drinking Champagne, by socio-economic group, NI and RoI, April 2010
                                                                                                            • Cider holds appeal greater appeal with young RoI consumers
                                                                                                                • Figure 56: Consumers who enjoy drinking cider, by age, NI and RoI, April 2010
                                                                                                              • RoI cider consumers the most brand-loyal when drinking in a bar
                                                                                                                  • Figure 57: Agreement with statement ‘I always ask for the same brand’, by drink type, NI and RoI, April 2010
                                                                                                                • Cider brands have strong association with summer
                                                                                                                  • Figure 58: Agreement with statement ‘Drinking on a summer day’, by cider drinkers, NI and RoI, April 2010
                                                                                                                • Vodka appeals to young women
                                                                                                                  • Figure 59: Consumers who enjoy drinking vodka, by gender and age, NI and RoI, April 2010
                                                                                                                • Brand loyalty strong among vodka drinkers
                                                                                                                  • Figure 60: Agreement with statement ‘I always ask for the same brand’, by vodka drinkers, by gender, NI and RoI, April 2010
                                                                                                                • Vodka brands have strong association with nights out; at all stages
                                                                                                                    • Figure 61: Stages of a night out that consumers drink vodka, NI and RoI, April 2010
                                                                                                                  • Whiskey in the jar-o
                                                                                                                      • Figure 62: Consumers who enjoy drinking whiskey, by gender and location, NI and RoI, April 2010
                                                                                                                  • Consumer Attitudes Towards Premium Drinks

                                                                                                                    • Key points
                                                                                                                      • Brand name is important to all categories
                                                                                                                          • Figure 63: Consumers who feel brand name makes a product premium, by type of drink, NI and RoI, April 2010
                                                                                                                        • Young men key target for premium beer
                                                                                                                          • Figure 64: Beer drinkers who feel brand name makes a product premium, by gender and age, NI and RoI, April 2010
                                                                                                                        • Taste important to all premium alcohol categories
                                                                                                                            • Figure 65: Consumers who feel premium products offer superior taste, by drink type, NI and RoI, April 2010
                                                                                                                          • Filtering/distilling process an indication of premium for spirits
                                                                                                                              • Figure 66: Consumers who feel a special filtering/distillation process makes a drink premium, by drink type, NI and RoI, April 2010
                                                                                                                            • Higher price not always an indication of quality in the consumer’s eyes
                                                                                                                                • Figure 67: Consumers who feel a high price makes a drink premium, by drink type, NI and RoI, April 2010
                                                                                                                              • Country and region of origin seen to indicate premium credentials for wine and Champagne
                                                                                                                                  • Figure 68: Consumers who feel country of origin/region indicates a premium drink, wine and Champagne, NI and RoI, April 2010
                                                                                                                                • Premium spirits are seen as having a higher ABV
                                                                                                                                  • Figure 69: Consumers who feel a high alcohol content makes a drink premium, by drink type, NI and RoI, April 2010
                                                                                                                                • High- and low-strength beers not seen as hallmarks of quality
                                                                                                                                  • Figure 70: Consumers who feel high-strength beer is premium vs low-strength beer is premium, NI and RoI, April 2010
                                                                                                                                • New concerns about binge drinking could see new demand for low-alcohol premium drinks
                                                                                                                                  • RoI consumers put more value in packaging
                                                                                                                                      • Figure 71: Consumers who feel a high-quality packaging makes a drink premium, by drink type, NI and RoI, April 2010
                                                                                                                                  • Consumer Attitudes Towards In-home Drinking

                                                                                                                                    • Key points
                                                                                                                                        • Figure 72: Attitudes towards alcohol when purchasing alcohol from the supermarket/off-licence to drink at home, NI and RoI, April 2010
                                                                                                                                      • Value most important consideration when drinking at home
                                                                                                                                          • Figure 73: Consumers who agree with the statement ‘I will look for the best value option’ when shopping in the off-trade, by gender and age, NI and RoI, April 2010
                                                                                                                                        • Meal deal promotions driving value sales of wine, rather than premium
                                                                                                                                            • Figure 74: Consumers who agree with the statement ‘I look out for meal deal promotions which include alcohol’ when shopping in the off-trade, NI and RoI, April 2010
                                                                                                                                          • Half of consumers demand quality for a night in
                                                                                                                                              • Figure 75: Consumers who agree with the statement ‘If I’m staying in, I am likely to buy better-quality drinks’ when shopping in the off-trade, by gender, NI and RoI, April 2010
                                                                                                                                            • Consumers opt for premium drinks when entertaining guests
                                                                                                                                                • Figure 76: Consumers who agree with the statement ‘If I'm having friends around for drinks, I buy better-quality drinks’ when shopping in the off-trade, by gender, NI and RoI, April 2010
                                                                                                                                              • Irish consumers support health labels on alcohol
                                                                                                                                                  • Figure 77: Mandatory and voluntary packaged alcohol labelling, 2010
                                                                                                                                                • Brand loyalty wavers in the off-trade
                                                                                                                                                    • Figure 78: Agreement with statements relating to brand loyalty when shopping in the off-trade, NI and RoI, April 2010
                                                                                                                                                  • Own-brand putting the squeeze on the premium market
                                                                                                                                                      • Figure 79: Agreement with statement ‘I buy own-label alcohol’ when shopping in the off-trade, by gender and socio-economic group, NI and RoI, April 2010
                                                                                                                                                  • Appendix

                                                                                                                                                    • Broader Market Environment tables
                                                                                                                                                      • Figure 80: Number of private households, by composition, RoI, 2002 and 2006
                                                                                                                                                      • Figure 81: NI and RoI population, by gender, 2006-20
                                                                                                                                                      • Figure 82: Forecast population, by age, NI, 2000-20
                                                                                                                                                      • Figure 83: Forecast population, by age, RoI, 2000-20
                                                                                                                                                      • Figure 84: Pound to euro exchange rate used (Annual Average), 2004-13
                                                                                                                                                      • Figure 85: Alcohol sales, by segment, on- and off-trade split, RoI, 2009
                                                                                                                                                      • Figure 86: Alcohol sales, by segment, on- and off-trade split, NI, 2009
                                                                                                                                                    • Consumer drinking preference demographic tables
                                                                                                                                                      • NI
                                                                                                                                                        • Figure 87: Types of alcohol drinks respondents enjoy drinking, NI, April 2010
                                                                                                                                                        • Figure 88: Types of alcohol drinks respondents enjoy drinking, NI, April 2010
                                                                                                                                                        • Figure 89: Types of alcohol drinks respondents enjoy drinking, NI, April 2010
                                                                                                                                                      • RoI
                                                                                                                                                        • Figure 90: Types of alcohol drinks respondents enjoy drinking, RoI, April 2010
                                                                                                                                                        • Figure 91: Types of alcohol drinks respondents enjoy drinking, RoI, April 2010
                                                                                                                                                        • Figure 92: Types of alcohol drinks respondents enjoy drinking, RoI, April 2010
                                                                                                                                                      • Attitudes to in-home drink demographic tables
                                                                                                                                                        • NI
                                                                                                                                                          • Figure 93: Attitudes towards alcohol when purchasing alcohol from the supermarket/off-licence to drink at home, NI, April 2010
                                                                                                                                                          • Figure 94: Attitudes towards alcohol when purchasing alcohol from the supermarket/off-licence to drink at home, NI, April 2010
                                                                                                                                                          • Figure 95: Attitudes towards alcohol when purchasing alcohol from the supermarket/off-licence to drink at home, NI, April 2010
                                                                                                                                                        • RoI
                                                                                                                                                          • Figure 96: Attitudes towards alcohol when purchasing alcohol from the supermarket/off-licence to drink at home, RoI, April 2010
                                                                                                                                                          • Figure 97: Attitudes towards alcohol when purchasing alcohol from the supermarket/off-licence to drink at home, RoI, April 2010
                                                                                                                                                          • Figure 98: Attitudes towards alcohol when purchasing alcohol from the supermarket/off-licence to drink at home, RoI, April 2010
                                                                                                                                                        • Brand intention topline tables
                                                                                                                                                          • NI
                                                                                                                                                            • Figure 99: Attitudes towards alcohol brands and drinking occasions, by alcohol type, NI, April 2010
                                                                                                                                                            • Figure 100: Attitudes towards alcohol brands and drinking occasions, by alcohol type, NI, April 2010
                                                                                                                                                          • RoI
                                                                                                                                                            • Figure 101: Attitudes towards alcohol brands and drinking occasions, by alcohol type, RoI, April 2010
                                                                                                                                                            • Figure 102: Attitudes towards alcohol brands and drinking occasions, by alcohol type, RoI, April 2010
                                                                                                                                                          • Drinking occasions topline tables
                                                                                                                                                            • NI
                                                                                                                                                              • Figure 103: Consumer drinking occasions, by type of drink, NI, April 2010
                                                                                                                                                              • Figure 104: Consumer drinking occasions, by type of drink, NI, April 2010
                                                                                                                                                            • RoI
                                                                                                                                                              • Figure 105: Consumer drinking occasions, by type of drink, RoI, April 2010
                                                                                                                                                              • Figure 106: Consumer drinking occasions, by type of drink, RoI, April 2010
                                                                                                                                                            • Consumer attitudes towards premium alcohol topline tables
                                                                                                                                                              • NI
                                                                                                                                                                • Figure 107: Qualities that consumers associate with premium drinks, by drink type, April 2010
                                                                                                                                                                • Figure 108: Qualities that consumers associate with premium drinks, by drink type, April 2010
                                                                                                                                                              • RoI
                                                                                                                                                                • Figure 109: Qualities that consumers associate with premium drinks, by drink type, April 2010
                                                                                                                                                                • Figure 110: Qualities that consumers associate with premium drinks, by drink type, April 2010

                                                                                                                                                            Companies Covered

                                                                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                            • Iceland Foods Ltd
                                                                                                                                                            • Lidl (UK)
                                                                                                                                                            • Netto Foodstores Ltd

                                                                                                                                                            Premium Alcoholic Drinks - Ireland - May 2010

                                                                                                                                                            US $1,466.97 (Excl.Tax)