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Wine - Ireland - February 2011

Like all segments of the alcohol market, the wine segment has undergone changes due to the economic downturn. Increasingly consumers are turning away from the on-trade and drinking at home, but also seeking to elevate themselves and become more sophisticated drinkers. This presents many opportunities for the wine market, but with disposable income set to decline in 2011, it also limits the ability of consumers to drink alcohol.

The Irish Series is segmented in the same manner as Mintel's UK reports, namely Finance, Leisure, Market, Retail and 'Specials'. This provides unparalleled coverage and will be a must for all companies who are either already active in this region, or will be looking to enter these distinct marketplaces in the future.

This report has been produced as part of Mintel's Irish Series and is sold in Ireland exclusively through our sales agency, OCO Consulting, based in Belfast.

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Market size rationale
            • Abbreviations
            • Insights and Opportunities

              • Partnering restaurants and off-licenses
                • The packaging problem
                  • Catering to the mature wine drinker
                  • Market in Brief

                    • Financial strain limiting wine market growth
                      • In-home trend boosts off-trade wine sales
                        • Downside of the in-home trend
                          • Alcohol consumption falls as consumers get healthier
                            • Red accounts for more sales, but white is preferred
                              • Still wines dominate market
                                • Ethical and environmental concerns important to Irish consumers
                                • Fast Forward Trends

                                    • Trend 1: Bling Bling
                                      • What’s it about?
                                        • What we’ve seen
                                          • What next?
                                            • Trend 2: No Middleman
                                              • What’s it about?
                                                • What we’ve seen
                                                  • What next?
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Irish consumers find themselves financially strained
                                                          • Figure 1: Areas where consumers have cut back on spending in the last 12 months, RoI and NI, July 2010
                                                        • Is wine recession-proof?
                                                          • Alcohol consumption rates decline between 2009 and 2010
                                                            • Figure 2: Alcohol consumption in the last 12 months, NI and RoI, 2005-10
                                                          • The impact of consumers becoming more health focused
                                                            • Figure 3: Agreement with health-related statements, NI and RoI, 2010
                                                            • Figure 4: Agreement with selected statements relating to the negative effects of alcohol, by gender, NI and RoI, April 2010
                                                          • Wine and health: Separating myth from fact
                                                            • Figure 5: Health-related claims made about wine, 2011
                                                          • Smaller bottles and measures could help promote healthier drinking habits
                                                            • Cork vs. Screwtop
                                                                • Figure 6: Types of enclosure preferred by consumers, by type of wine, 2011
                                                              • Environmental issues and wine
                                                                • Figure 7: Agreement with statements relating to the environment, NI and RoI, 2010
                                                              • The question of plastic
                                                                • Irish consumers want a fair deal for wine workers
                                                                  • Figure 8: Percentage of consumers that feel strongly about selected green/ethical issues, NI & RoI, August 2009
                                                                • Ireland and UK have high levels of excise on wine
                                                                  • Figure 9: EU excise rates and VAT on wine, 2011
                                                                • Global wine prices get higher
                                                                  • Natural disasters push wine prices up
                                                                    • Minimum pricing still a looming threat
                                                                      • Figure 10: Minimum alcohol pricing rates, England and Wales, 2011
                                                                    • NI government launch minimum pricing consultation
                                                                      • Foodservice industry key to on-trade wine sales
                                                                        • Figure 11: Agreement with the statement “I enjoy splashing out on a meal in a restaurant”, NI and RoI, 2010
                                                                        • Figure 12: Foodservice value of purchases (VOP) according to sector, all-Ireland, 2004-09
                                                                      • Hotels an ideal channel for high value wine sales
                                                                      • Broader Market Environment

                                                                        • Key points
                                                                          • 2010 sees economic stress ease
                                                                            • Figure 13: Economic outlook, NI and RoI, 2008-10
                                                                            • Figure 14: Consumer Sentiment/Confidence Index, January 2008-11
                                                                          • What this means for wine
                                                                            • Unemployment rises in 2010
                                                                              • Figure 15: Unemployment rate, NI and RoI, July 2007-September 2010
                                                                              • Figure 16: Consumers who have drunk bottled wine in the last 12 months, by working status, NI and RoI, 2010
                                                                            • Job losses within the alcohol industry
                                                                              • Lack of jobs leads to brain drain
                                                                                • Mature consumers drink more wine
                                                                                  • Figure 17: Consumers who have drunk bottled wine in the last 12 months, by age, NI and RoI, 2010
                                                                                  • Figure 18: Agreement with the statement “my lifestyle has not been affected by the recession”, NI & RoI, April 2010
                                                                                • Wine and the gender divide
                                                                                  • Figure 19: Population projections, NI & RoI, by gender, 2006-20
                                                                                  • Figure 20: Consumers who have drunk bottled wine in the last 12 months, by gender, NI and RoI, 2010
                                                                              • Strengths and Weaknesses

                                                                                • Strengths
                                                                                  • Weaknesses
                                                                                  • Competitive Context

                                                                                    • Key points
                                                                                      • Beer the main competition to wine
                                                                                        • Figure 21: Beer sales, by value and volume, on- and off-trade split, all-Ireland, 2008 and 2010
                                                                                      • Spirits present a strong brand image
                                                                                        • Figure 22: Spirits sales, by value and volume, on- and off-trade split, all-Ireland, 2008 and 2010
                                                                                      • Cider suffers in recession
                                                                                        • Figure 23: Cider sales, by value and volume, on- and off-trade split, all-Ireland, 2008 and 2010
                                                                                      • The FAB fad
                                                                                        • Figure 24: FAB sales, by value and volume, on- and off-trade split, all-Ireland, 2008 and 2010
                                                                                      • The threat of own-brand wine
                                                                                        • Improving perceptions of own-label wine
                                                                                        • Market Value and Forecast

                                                                                          • Key points
                                                                                            • All-Ireland wine sales decline between 2009 and 2010
                                                                                              • Figure 25: Wine, by value and volume, on- and off-trade split, all-Ireland, 2005-15
                                                                                              • Figure 26: Wine, by indexed value, on- and off-trade split, all-Ireland, 2005-15
                                                                                            • NI off-trade wine sales boosted by cross-border shopping trend
                                                                                              • Figure 27: Wine, by value and volume, on- and off-trade split, NI, 2005-15
                                                                                            • RoI wine segment normalises after shaky 2009
                                                                                              • Figure 28: Wine, by value and volume, on- and off-trade split, RoI, 2005-15
                                                                                            • Maintaining brand strength by added value
                                                                                            • Market Segmentation

                                                                                              • Key points
                                                                                                • Table wine overwhelming the most bought type of wine
                                                                                                  • Figure 29: Wine sales, by type of wine, all-Ireland, 2010
                                                                                                • Red more popular than white, but only just
                                                                                                  • Figure 30: Wine sales, by kind of wine, all-Ireland, 2006 and 2010
                                                                                                • Room for rosé?
                                                                                                  • Australian wines preferred over Chilean and French varieties
                                                                                                    • Figure 31: Irish wine sales, by country of origin, 2009
                                                                                                • Who’s Innovating?

                                                                                                  • Key points
                                                                                                    • NPD launches taper off in 2010
                                                                                                      • Figure 32: New product launches in the wine category, UK and Ireland, 2005-11
                                                                                                    • New product launches the most common type of NPD
                                                                                                      • Figure 33: New product launches in the UK and Ireland, by launch type, 2005-11*
                                                                                                    • Majority of wine launches to not specify claims
                                                                                                      • Figure 34: New product launches in the UK and Ireland, by product claims, 2005-11*
                                                                                                    • Wine suppliers are not embracing alternative packaging types
                                                                                                      • Figure 35: New product launches in the UK and Ireland, by packaging used, 2005-11*
                                                                                                      • Figure 36: New product launches in the UK and Ireland, by packaging material used, 2005-11*
                                                                                                    • Irish wine drinkers look to taste, price tag and region for indications of premium
                                                                                                      • Ethical wines see increased development
                                                                                                        • Environmentally friendly
                                                                                                          • Potential new avenue for promoting wine brands
                                                                                                          • Companies and Products

                                                                                                            • Key points
                                                                                                              • Barry & Fitzwilliam Ltd
                                                                                                                • Diageo
                                                                                                                  • Pernod Ricard (Irish Distillers and Dillon Bass)
                                                                                                                    • Dillon Bass
                                                                                                                      • United Wine Merchants
                                                                                                                        • Direct Wine Shipments (DWS)
                                                                                                                          • O’Connor Wines
                                                                                                                            • Comans
                                                                                                                              • Online wine retailers
                                                                                                                                • Red Nose Wine
                                                                                                                                  • WineWeb.ie
                                                                                                                                    • James Nicholson Wine
                                                                                                                                      • SimplyWines.ie
                                                                                                                                        • CuriousWines.ie
                                                                                                                                          • Vendemia Organic Wines (OrganicWinesIreland.com)
                                                                                                                                          • Channels to Market

                                                                                                                                            • Key points
                                                                                                                                              • Both NI and RoI on-trade channels take a pounding
                                                                                                                                                • Figure 37: Number of on-trade premises with alcohol licences, NI, 2005-09
                                                                                                                                                • Figure 38: Number of on-trade premises with alcohol licences, RoI, 2005-10
                                                                                                                                              • Restaurant closures affect wine sales more than any other type of alcohol
                                                                                                                                                • More hotel closures imminent
                                                                                                                                                  • Off-trade establishments increase in both NI and RoI
                                                                                                                                                    • Figure 39: Number of off-trade premises with alcohol licences, NI and RoI, 2005-10
                                                                                                                                                  • Online wine sales
                                                                                                                                                  • Consumer Wine Preferences

                                                                                                                                                    • Key points
                                                                                                                                                      • Wine consumption increases in RoI, but falls in NI
                                                                                                                                                        • Figure 40: Bottled wine drunk in the last 12 months, NI and RoI, 2005-10
                                                                                                                                                      • Women more likely to be wine drinkers than men
                                                                                                                                                          • Figure 41: Bottled wine drunk in the last 12 months, by gender and age, NI and RoI, 2010
                                                                                                                                                          • Figure 42: Agreement with selected health statements, by gender, NI and RoI, 2010
                                                                                                                                                        • Majority of Irish wine drinkers are classed as light users
                                                                                                                                                            • Figure 43: Frequency of bottled wine usage, NI and RoI, 2010
                                                                                                                                                          • Is a lack of strong branding limiting wine’s potential?
                                                                                                                                                            • In-home frequency vs. out of home frequency
                                                                                                                                                              • Figure 44: Frequency of bottled wine usage, in-home vs. out of home, NI and RoI, 2010
                                                                                                                                                            • Dinner parties a boon to wine drinking at home
                                                                                                                                                                • Figure 45: In-home drinking occasions for wine, NI and RoI, 2010
                                                                                                                                                              • Out-of-home drinking occasions for wine
                                                                                                                                                                • Figure 46: Out-of-home drinking occasions for wine, NI and RoI, 2010
                                                                                                                                                              • Using new technology to help boost wine sales in the on-trade
                                                                                                                                                                • White wine is drank more by Irish consumers than red
                                                                                                                                                                    • Figure 47: Types of bottled wine drunk, NI and RoI, 2010
                                                                                                                                                                    • Figure 48: Types of bottled wine drunk, NI and RoI, 2007-10
                                                                                                                                                                  • Men prefer red wine, women prefer white
                                                                                                                                                                    • Figure 49: Red vs. white bottled wine, by gender, NI and RoI, 2010
                                                                                                                                                                  • Australian wines preferred by both NI and RoI wine drinkers
                                                                                                                                                                      • Figure 50: Wine bought by consumers, by country of origin, NI and RoI, 2010
                                                                                                                                                                    • Irish consumers spend between €6 and €10.50 per bottle of wine
                                                                                                                                                                        • Figure 51: Amount normally spent on a bottle of wine, NI and RoI, 2010
                                                                                                                                                                      • Consumers spend slightly more for special occasions
                                                                                                                                                                          • Figure 52: Amount spent on a bottle of wine for special occasions, NI and RoI, 2010
                                                                                                                                                                      • Consumer Attitudes Towards Alcohol

                                                                                                                                                                        • Key points
                                                                                                                                                                          • A quarter of NI and a third of RoI consumers will pay more for quality wine
                                                                                                                                                                              • Figure 53: Agreement with selected statements relating to drinking, NI and RoI, 2010
                                                                                                                                                                            • In-home drinking blooms
                                                                                                                                                                                • Figure 54: Agreement with the statement “Most of my drinking is done at home “, NI and RoI, 2005-10
                                                                                                                                                                              • In-home trend good for wine sales
                                                                                                                                                                                • Figure 55: Types of alcohol bought for home consumption, NI and RoI, 2010
                                                                                                                                                                              • Consumer perceptions of in-home drinking
                                                                                                                                                                                • Figure 56: Attitudes towards alcohol when purchasing alcohol from the supermarket/off-licence to drink at home, NI and RoI, April 2010
                                                                                                                                                                              • Strong sentiment for the pub
                                                                                                                                                                                  • Figure 57: Agreement with the statement “I really enjoy a night out at the pub “, NI and RoI, 2005-10
                                                                                                                                                                                • Paying for quality wine
                                                                                                                                                                                  • Figure 58: Agreement with the statement “I am prepared to pay more for good quality wine “, NI and RoI, 2005-10
                                                                                                                                                                                • Who is prepared to pay more for quality wines?
                                                                                                                                                                                  • Figure 59: Agreement with the statement “I am prepared to pay more for good quality wine “, by gender, age and social class, NI and RoI, 2005-10
                                                                                                                                                                              • Consumer Target Groups

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • NI target groups
                                                                                                                                                                                    • Figure 60: NI consumer typologies, 2010
                                                                                                                                                                                  • Pub Enthusiasts
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Who are Pub Enthusiasts?
                                                                                                                                                                                        • Understanding Pub Enthusiasts
                                                                                                                                                                                          • In-home Drinkers
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Who are In-home Drinkers?
                                                                                                                                                                                                • Understanding In-home Drinkers
                                                                                                                                                                                                  • Connoisseurs
                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                      • Who are Connoisseurs?
                                                                                                                                                                                                        • Understanding Connoisseurs
                                                                                                                                                                                                          • RoI target groups
                                                                                                                                                                                                            • Figure 61: RoI consumer typologies, 2010
                                                                                                                                                                                                          • Irresponsible Drinkers
                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                              • Who are Irresponsible Drinkers?
                                                                                                                                                                                                                • Understanding Irresponsible Drinkers
                                                                                                                                                                                                                  • In-home Drinkers
                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                      • Who are In-home Drinkers?
                                                                                                                                                                                                                        • Understanding In-home Drinkers
                                                                                                                                                                                                                          • Quality Wine Seekers
                                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                                              • Who are Quality Wine Seekers?
                                                                                                                                                                                                                                • Understanding Quality Wine Seekers
                                                                                                                                                                                                                                • Appendix

                                                                                                                                                                                                                                    • Figure 62: Population projections, NI, by gender, 2006-20
                                                                                                                                                                                                                                    • Figure 63: Population projections, RoI, by gender, 2006-20
                                                                                                                                                                                                                                    • Figure 64: Population projections, by age, NI, 2000-20
                                                                                                                                                                                                                                    • Figure 65: Population projections, by age, RoI, 2000-20
                                                                                                                                                                                                                                    • Figure 66: Pound to Euro exchange rate used (annual average), 2004-13
                                                                                                                                                                                                                                  • NI demographic tables – wine usage
                                                                                                                                                                                                                                    • Figure 67: In-home drinking occasions for wine, by all demographics, NI, 2010
                                                                                                                                                                                                                                    • Figure 68: In-home drinking occasions for wine, by all demographics, NI, 2010
                                                                                                                                                                                                                                    • Figure 69: Out-of-home drinking occasions for wine, by all demographics, NI, 2010
                                                                                                                                                                                                                                    • Figure 70: Bottled wine drunk in the last 12 months, by all demographics, NI, 2010
                                                                                                                                                                                                                                    • Figure 71: Frequency of usage of bottled wine, by all demographics, NI, 2010
                                                                                                                                                                                                                                    • Figure 72: Frequency of usage of bottled wine – in-home, by all demographics, NI, 2010
                                                                                                                                                                                                                                    • Figure 73: Frequency of usage of bottled wine – out-of-home, by all demographics, NI, 2010
                                                                                                                                                                                                                                    • Figure 74: Type of bottled wine drunk, by all demographics, NI, 2010
                                                                                                                                                                                                                                  • RoI demographic tables – wine usage
                                                                                                                                                                                                                                    • Figure 75: In-home drinking occasions for wine, by all demographics, RoI, 2010
                                                                                                                                                                                                                                    • Figure 76: In-home drinking occasions for wine, by all demographics, RoI, 2010
                                                                                                                                                                                                                                    • Figure 77: Out-of-home drinking occasions for wine, by all demographics, RoI, 2010
                                                                                                                                                                                                                                    • Figure 78: Out-of-home drinking occasions for wine, by all demographics, RoI, 2010
                                                                                                                                                                                                                                    • Figure 79: Bottled wine drunk in the last 12 months, by all demographics, RoI, 2010
                                                                                                                                                                                                                                    • Figure 80: Frequency of usage of bottled wine, by all demographics, RoI, 2010
                                                                                                                                                                                                                                    • Figure 81: Frequency of usage of bottled wine in home, by all demographics, RoI, 2010
                                                                                                                                                                                                                                    • Figure 82: Frequency of usage of bottled wine elsewhere, by all demographics, RoI, 2010
                                                                                                                                                                                                                                    • Figure 83: Types of bottled wine drunk, by all demographics, RoI, 2010
                                                                                                                                                                                                                                  • RoI typology data
                                                                                                                                                                                                                                    • Figure 84: Agreement with drink statements, by consumer typology, RoI, 2010
                                                                                                                                                                                                                                    • Figure 85: Frequency of bottled wine usage, by consumer typology, RoI, 2010
                                                                                                                                                                                                                                    • Figure 86: Types of bottled wine drunk, by consumer typology, RoI, 2010
                                                                                                                                                                                                                                    • Figure 87: Kind of wine drunk, by consumer typology, RoI, 2010
                                                                                                                                                                                                                                    • Figure 88: Consumer typologies, by demographics, RoI, 2010
                                                                                                                                                                                                                                  • NI typology data
                                                                                                                                                                                                                                    • Figure 89: Agreement with drink statements, by consumer typology, NI, 2010
                                                                                                                                                                                                                                    • Figure 90: Frequency of wine usage, by consumer typology, RoI, 2010
                                                                                                                                                                                                                                    • Figure 91: Frequency of bottled wine usage, by consumer typology, RoI, 2010
                                                                                                                                                                                                                                    • Figure 92: Type of bottled wine drunk, by consumer typology, RoI, 2010
                                                                                                                                                                                                                                    • Figure 93: Kind of bottled wine drunk, by consumer typology, NI, 2010

                                                                                                                                                                                                                                Companies Covered

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

                                                                                                                                                                                                                                Wine - Ireland - February 2011

                                                                                                                                                                                                                                £1,095.00 (Excl.Tax)