2022
0
Ireland Spirits Market Report 2022
2022-09-06T04:04:15+01:00
OX1101063
1495
155447
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Report
en_GB
“The COVID-19 pandemic has encouraged Irish consumers to adopt healthier food and drink behaviours and this has resulted in a decline in alcohol consumption and a subsequent increase in interest…

Ireland Spirits Market Report 2022

£ 1,495 (Excl.Tax)

Description

“The COVID-19 pandemic has encouraged Irish consumers to adopt healthier food and drink behaviours and this has resulted in a decline in alcohol consumption and a subsequent increase in interest of low/no-alcohol options. This gives the Irish spirits market the opportunity to reimagine its future with the use of healthier and more creative and flavourful choices, and its recent sustainability efforts give an insight into the industry’s innovative capabilities.”
Rebecca Blenman, Market Research Analyst

This Report looks at the following areas:

  • The impact of COVID-19 on the spirits market.
  • The impact of the Russia-Ukraine conflict on the spirits market.
  • Consumers are drinking less alcohol and showing interest in low/non-alcoholic spirits.
  • The impact of the cost-of-living crisis.
  • Sustainable production and packaging of spirits.

Table of Contents

  1. Overview

    • What You Need to Know
      • Key issues covered in this Report
        • COVID-19: Market Context
          • Issues covered in this Report
          • Executive Summary

              • The market
                • Short-, medium- and long-term impact of COVID-19
                  • Figure 1: Expected impact of COVID-19 on the spirits sector, short, medium and long term, 2022
                • Total spirits sales are expected to exceed pre-pandemic levels in 2022
                  • Figure 2: Estimated value of total spirits sales, NI and RoI (adjusted for COVID-19), 2016-27
                • Whiskey holds the largest percentage market share of the IoI spirits sector
                  • Figure 3: Percentage market share of dark and white spirits, NI and RoI, 2021
                • RoI prices increased dramatically in 2022 as a result of minimum unit pricing
                  • Figure 4: Consumer price indices of spirits, UK (including NI) and Ireland, 2020-22
                • The impact of the cost-of-living crisis
                  • Figure 5: Financial confidence over the coming year, IoI, 2022
                • Opportunity for private-label spirits to adopt premium positioning
                  • Figure 6: Ways that consumers save money on food and drink – select items, NI and RoI, 2022
                • The impact of the Russia-Ukraine conflict
                  • Figure 7: Expected impact of the conflict in Ukraine on prices and supply shortages, IoI, 2022
                • Alcohol consumption declines
                  • Figure 8: Types of spirits consumers have not drunk in the last 6 months, NI and RoI, 2022
                • Increased interest in low/no-alcohol spirit options
                  • Figure 9: Changes in financial situation over the past year, IoI, 2022
                • Spirits labels to feature more health details
                  • Innovation in sustainable packaging of spirits
                    • Irish companies/brands leading in sustainable production of spirits
                      • Figure 10: Selected key factors driving consumer behaviour around rights and surroundings, NI and RoI, 2022
                    • Innovations
                      • The consumer
                        • Consumers typically drink whiskey on its own
                          • Figure 11: Types of dark spirits drunk in the last three months, NI, 2022
                          • Figure 12: Types of dark spirits drunk in the last three months, RoI, 2022
                        • White spirits are preferred with a mixer
                          • Figure 13: Types of white spirits drunk in the last three months, NI, 2022
                          • Figure 14: Types of white spirits drunk in the last three months, RoI, 2022
                        • Irish consumers drink spirits once a month or less
                          • Figure 15: How often consumers have drunk spirits in the last three months, NI and RoI, 2022
                        • Consumers like to drink spirits in a pub/bar
                          • Figure 16: When consumers have drunk spirits in the last three months, NI and RoI, 2022
                        • Supermarkets are the most popular place to purchase spirits
                          • Figure 17: Where consumers have bought spirits in the last three months, NI and RoI, 2022
                        • Irish consumers are worried about the sugar content of spirits
                          • Figure 18: Consumer attitudes towards spirits, NI and RoI, 2022
                        • What we think
                        • The Market – Key Takeaways

                          • Total spirits sales are expected to exceed pre-pandemic levels in 2022
                            • Whiskey holds the largest percentage market share of the IoI spirits sector
                              • RoI prices increased dramatically in 2022 as a result of minimum unit pricing
                                • The impact of the cost-of-living crisis
                                  • Opportunity for private-label spirits to adopt premium positioning
                                    • The impact of the Russia-Ukraine conflict
                                      • Alcohol consumption declines
                                        • Increased interest in low/no-alcohol spirit options
                                          • Spirits labels to feature more health details
                                            • Innovation in sustainable packaging of spirits
                                              • Irish companies/brands leading in sustainable production of spirits
                                              • Market Sizes and Forecast

                                                  • Short-, medium- and long-term impact of COVID-19
                                                    • Figure 19: Expected impact of COVID-19 on the spirits sector, short, medium and long term, 2022
                                                  • Total spirits sales in 2022 are estimated to exceed pre-pandemic levels
                                                    • Figure 20: Estimated value of total spirits sales, NI and RoI (adjusted for COVID-19), 2016-27
                                                • Market Segmentation

                                                  • Whiskey holds largest percentage market share
                                                    • Figure 21: Percentage market share of dark and white spirits, NI and RoI, 2021
                                                  • Sales of dark spirits were unchanged by the COVID-19 pandemic
                                                    • Figure 22: Estimated value of whiskey sales, NI and RoI (adjusted for COVID-19), 2016-27
                                                    • Figure 23: Estimated value of dark/golden rum sales, NI and RoI (adjusted for COVID-19), 2016-27
                                                  • White spirit sales declined during COVID-19
                                                    • Figure 24: Estimated value of white rum, vodka and gin sales, IoI, 2016-27
                                                • Market Drivers

                                                  • RoI prices increased dramatically in 2022 due to MUP
                                                    • Figure 25: Consumer price indices of spirits, UK (including NI) and Ireland, 2020-22
                                                  • The impact of the cost-of-living crisis
                                                    • Figure 26: Financial confidence over the coming year, IoI, 2022
                                                  • Opportunity for premium private-label spirits
                                                    • Figure 27: Ways that consumers save money on food and drink – select items, NI and RoI, 2022
                                                    • Figure 28: New product launches of private-label spirits with a premium claim, UK, 2021
                                                  • The impact of the Russia-Ukraine conflict
                                                    • Figure 29: Expected impact of the conflict in Ukraine on prices and supply shortages, IoI, 2022
                                                  • Irish consumers are drinking less alcohol
                                                    • Figure 30: Types of spirits consumers have not drunk in the last 6 months, NI and RoI, 2022
                                                  • Increased interest in low/no-alcohol spirit options
                                                    • Figure 31: Changes in financial situation over the past year, IoI, 2022
                                                  • Updates made to spirits labelling
                                                    • Advancements made in sustainable spirits packaging
                                                      • Figure 32: Silent Pool Distillers’ Green Man Wildwood Gin, UK, 2021
                                                      • Figure 33: Absolut Vodka in the co-branded ecoTOTE™ format, 2022
                                                    • Irish spirits leading in sustainable spirits production
                                                      • Figure 34: Selected key factors driving consumer behaviour around rights and surroundings, NI and RoI, 2022
                                                  • Innovations – Key Takeaways

                                                    • Flavoured spirits increasing interest
                                                      • Ethics and eco-friendly packaging top the claims list
                                                        • The influence of social media on consumer engagement
                                                          • Limited edition spirits spark memorable moments
                                                          • Who’s Innovating?

                                                              • Brands are exploring adding fresh flavours
                                                                • Figure 35: New releases of flavoured spirits, UK and Ireland, 2017-22*
                                                                • Figure 36: “Typically, how often do you look for new foods/flavours to try”, NI and RoI, 2022
                                                              • Ethics and eco-friendly packaging remain a top focus
                                                                • Figure 37: New product launches of spirits with an ethical claim, UK and Ireland, 2017-22*
                                                                • Figure 38: Darnley’s recyclable gin pouches, 2022
                                                              • Brands are drawing inspiration from social media
                                                                • Figure 39: Social networks used in the last three months, NI and RoI, 2021
                                                              • Celebrating life with limited edition spirits
                                                                • Figure 40: New product launches of spirits with a limited edition claim, UK and Ireland, 2017-22*
                                                                • Figure 41: New product launches of spirits with a limited edition claim, UK and Ireland, 2022
                                                            • Company Profiles

                                                                • Bacardi
                                                                  • Key facts
                                                                    • Product portfolio
                                                                      • Brand NPD
                                                                        • Figure 42: Spirit releases under Bacardi brand, UK and Ireland, 2022
                                                                      • Recent developments
                                                                        • Diageo
                                                                          • Key facts
                                                                            • Product portfolio
                                                                              • Figure 43: Spirit portfolio under Diageo
                                                                            • Brand NPD
                                                                              • Figure 44: Diageo-branded spirit launches, UK and Ireland, 2022
                                                                            • Recent developments
                                                                              • Irish Distillers Pernod Ricard
                                                                                • Key facts
                                                                                  • Product portfolio
                                                                                    • Figure 45: Whiskey portfolio under Irish Distillers portfolio
                                                                                    • Figure 46: Spirit portfolio under Irish Distillers Pernod Ricard portfolio
                                                                                  • Brand NPD
                                                                                    • Figure 47: Spirit releases under Irish Distillers Pernod Ricard brand, UK and Ireland, 2021-22
                                                                                  • Recent developments
                                                                                    • William Grant & Sons Ltd
                                                                                      • Key facts
                                                                                        • Product portfolio
                                                                                          • Figure 48: Spirit portfolio under William Grant & Sons Ltd.
                                                                                        • Brand NPD
                                                                                          • Figure 49: Spirit releases under William Grant & Sons Limited brand, UK and Ireland, 2021
                                                                                        • Recent developments
                                                                                          • Beam Suntory/Catalyst Brands
                                                                                            • Key facts
                                                                                              • Product portfolio
                                                                                                • Figure 50: Spirit portfolio under Beam Suntory
                                                                                              • Brand NPD
                                                                                                • Figure 51: Spirit releases under Beam Suntory, UK and Ireland, 2021
                                                                                              • Recent developments
                                                                                                • Brown-Forman
                                                                                                  • Key facts
                                                                                                    • Product portfolio
                                                                                                      • Figure 52: Spirit portfolio under Brown-Forman
                                                                                                    • Brand NPD
                                                                                                      • Figure 53: Spirit releases under Brown-Forman, UK and Ireland, 2022
                                                                                                    • Recent developments
                                                                                                      • The Echlinville Distillery
                                                                                                        • Key facts
                                                                                                          • Product portfolio
                                                                                                            • Figure 54: Spirit portfolio under the Echlinville Distillery
                                                                                                          • Brand NPD
                                                                                                            • Figure 55: Spirit releases under The Echlinville Distillery, UK and Ireland, 2021
                                                                                                          • Recent developments
                                                                                                            • MCM Spirits & Liqueurs
                                                                                                              • Key facts
                                                                                                                • Product portfolio
                                                                                                                  • Figure 56: Spirit portfolio under MCM Spirits & Liqueurs
                                                                                                                • Teeling Whiskey Company
                                                                                                                  • Key facts
                                                                                                                    • Product portfolio
                                                                                                                      • Figure 57: Spirit portfolio under Teeling Whiskey Company
                                                                                                                    • Brand NPD
                                                                                                                      • Figure 58: Spirit releases under Teeling Whiskey Company, UK and Ireland, 2021
                                                                                                                    • Recent developments
                                                                                                                    • The Consumer – Key Takeaways

                                                                                                                      • Consumers typically drink whiskey on its own
                                                                                                                        • White spirits are preferred with a mixer
                                                                                                                          • Irish consumers drink spirits once a month or less
                                                                                                                            • Consumers like to drink spirits in a pub/bar
                                                                                                                              • Supermarkets are the most popular place to purchase spirits
                                                                                                                                • Irish consumers are worried about the sugar content of spirits
                                                                                                                                • Types of Dark Spirits Consumed

                                                                                                                                    • Whiskey tends to be drunk on its own
                                                                                                                                      • Figure 59: Types of dark spirits drunk in the last three months and how they were drunk, NI, 2022
                                                                                                                                      • Figure 60: Types of dark spirits drunk in the last three months and how they were drunk, RoI, 2022
                                                                                                                                      • Figure 61: Whiskey drunk neat or with ice in the last six months, select European countries, 2022
                                                                                                                                    • Men are more likely than women to drink dark spirits
                                                                                                                                      • Figure 62: Different types of whiskey drunk in the last three months, by gender, NI and RoI, 2022
                                                                                                                                      • Figure 63: Different types of white spirits drunk in the last three months, by gender, NI and RoI, 2022
                                                                                                                                    • Rum and dark flavoured spirits are popular with younger consumers
                                                                                                                                      • Figure 64: Consumers who have drunk dark/golden/spiced rum and any flavoured dark spirit with a mixer in the last three months, by age, NI and RoI, 2022
                                                                                                                                      • Figure 65: Consumers who look for new foods/flavours to try most of the time, by age, NI and RoI, 2022
                                                                                                                                    • Consumers of higher affluence are more likely to drink whiskey
                                                                                                                                      • Figure 66: Consumers who have drunk whiskey in the last three months, by socio-economic status, NI and RoI, 2022
                                                                                                                                      • Figure 67: “I tend to buy the premium version of a product”, by annual household income, NI and RoI, 2022
                                                                                                                                      • Figure 68: Financial situation, by socio-economic group, IoI, 2022
                                                                                                                                  • Types of White Spirits Consumed

                                                                                                                                      • Most white spirits are popularly drunk with a mixer
                                                                                                                                        • Figure 69: Types of white spirits drunk in the last three months and how they were drunk, NI, 2022
                                                                                                                                        • Figure 70: Types of white spirits drunk in the last three months and how they were drunk, RoI, 2022
                                                                                                                                      • Younger consumers are more likely to drink white spirits
                                                                                                                                        • Figure 71: Types of white spirits drunk with a mixer in the last three months, by age, NI and RoI, 2022
                                                                                                                                        • Figure 72: New releases of botanical carbonated soft drinks that can be used as mixers, UK and Ireland, 2022
                                                                                                                                      • Consumers of higher affluence are more likely to drink gin
                                                                                                                                        • Figure 73: Consumers who have drunk gin with a mixer in the last three months, by socio-economic status, NI and RoI, 2022
                                                                                                                                        • Figure 74: “I think that it’s worth paying more for products of a higher quality”, by annual household income, 2022
                                                                                                                                    • Frequency of Spirits Consumption

                                                                                                                                        • Most Irish consumers are drinking once a month or less
                                                                                                                                          • Figure 75: How often consumers have drunk spirits in the last three months, NI and RoI, 2022
                                                                                                                                          • Figure 76: Consumer anxieties – select items, NI and RoI, 2022
                                                                                                                                          • Figure 77: New releases of low/no-alcohol spirits, UK and Ireland, 2021-22
                                                                                                                                          • Figure 78: Behaviours related to low-/non-alcoholic/alcohol-free drinks – select items, UK, 2021
                                                                                                                                        • Women are more likely to drink less frequently
                                                                                                                                          • Figure 79: Consumers who have drunk spirits twice a week or more or once a month or less, by gender, NI and RoI, 2022
                                                                                                                                          • Figure 80: “I mainly drink spirits at celebrations”, by gender, NI and RoI, 2022
                                                                                                                                      • Spirits Drinking Occasions

                                                                                                                                          • A pub/bar is the most popular place consumers drink spirits
                                                                                                                                            • Figure 81: When consumers have drunk spirits in the last three months, NI and RoI, 2022
                                                                                                                                            • Figure 82: “It is important for me to feel part of a community”, NI and RoI, 2022
                                                                                                                                          • Younger consumers are more likely to drink at a pub/bar
                                                                                                                                            • Figure 83: Consumers who have drunk spirits in a pub/bar in the last three months, by age, NI and RoI, 2022
                                                                                                                                            • Figure 84: Key factors driving consumer behaviour around experiences – select items, by age, NI and RoI, 2022
                                                                                                                                          • Older consumers prefer to drink at home
                                                                                                                                            • Figure 85: Consumers who have drunk spirits when relaxing at home in the last three months, by age, NI and RoI, 2022
                                                                                                                                          • Consumers who are not working are more likely to drink when relaxing at home
                                                                                                                                            • Figure 86: Consumers who have drunk spirits when relaxing at home in the last three months, by work situation, NI and RoI, 2022
                                                                                                                                        • Where Spirits Have Been Purchased

                                                                                                                                            • Supermarkets are the most popular place of purchase of spirits
                                                                                                                                              • Figure 87: Where consumers have bought spirits in the last three months, NI and RoI, 2022
                                                                                                                                            • Consumers in a less stable financial situation shop for spirits at discounters
                                                                                                                                              • Figure 88: Consumers who have bought spirits from discounters in the last three months, by financial situation, NI and RoI, 2022
                                                                                                                                            • Consumers who work out of home tend to shop at off-licences
                                                                                                                                              • Figure 89: Consumers who have bought spirits from an off-licence/specialist store in the last three months, by work location, NI and RoI, 2022
                                                                                                                                            • Younger consumers more likely to buy spirits out of home
                                                                                                                                              • Figure 90: Consumers who have bought spirits for out-of-home consumption, by age, NI and RoI, 2022
                                                                                                                                          • Consumer Attitudes towards Spirits

                                                                                                                                              • Irish consumers are concerned about spirits’ sugar content
                                                                                                                                                • Figure 91: Consumer attitudes towards spirits, NI and RoI, 2022
                                                                                                                                                • Figure 92: New releases of spirits with L/N/R sugar claims, US, 2022
                                                                                                                                              • Women are more concerned about spirits’ sugar content
                                                                                                                                                • Figure 93: Consumer concerns about the sugar content of spirits, by gender, NI and RoI, 2022
                                                                                                                                                • Figure 94: Agreement with the statement “I am actively trying to snack less”, by gender, NI and RoI, 2022
                                                                                                                                              • Full-time students are more likely to use spirits creatively at home
                                                                                                                                                • Figure 95: Consumers who have used spirits creatively at home in the last three months, by lifestage, NI and RoI, 2022
                                                                                                                                                • Figure 96: Selected consumer attitudes towards in-home drinking, by age, NI and RoI, 2021
                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                              • Data Sources
                                                                                                                                                • Abbreviations
                                                                                                                                                  • Market Sizes – White Spirits
                                                                                                                                                    • White Rum
                                                                                                                                                      • Figure 97: Estimated value of white rum sales, NI and RoI (adjusted for COVID-19), 2016-27
                                                                                                                                                    • Vodka
                                                                                                                                                      • Figure 98: Estimated value of vodka sales, NI and RoI (adjusted for COVID-19), 2016-27
                                                                                                                                                    • Gin
                                                                                                                                                      • Figure 99: Estimated value of gin sales, NI and RoI (adjusted for COVID-19), 2016-27

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