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David Power, 9 Jul
Beer remains Ireland’s favourite alcohol beverage, but per capita
consumption is down by 7.7% since 2019, a new national drinks survey
has found.
The rate of excise duty on beer remains second highest in the EU.
The survey found that consumption remains below pre-pandemic levels and
more and more consumers are trying zero alcohol variants of their
favourite beer.
The annual Irish Beer Market Report from Drinks Ireland | Beer shows
that the ending of the pandemic resulted in a 110% increase in total
production of beer in Ireland as both the domestic and international
markets reopened, but beer- and overall alcohol consumption - continues
to decline.
Amongst the report’s key findings are;
Beer’s share of the national alcohol market grew by over 8% to 43.5%,
meaning it remains Ireland’s favourite drink;
Total beer production in Ireland more than doubled in 2022, as national
and global restrictions put in place due to the COVID-19 pandemic were
phased out and people once again were able to drink their favourite
beer in pubs, clubs and restaurants;
Beer’s share of the national alcohol market grew by over 8% to 43.5%,
meaning it remains Ireland’s favourite drink;
Total beer production in Ireland more than doubled in 2022, as national
and global restrictions put in place due to the COVID-19 pandemic were
phased out and people once again were able to drink their favourite
beer in pubs, clubs and restaurants;
The UK is the biggest export market for Irish beer, followed by the
United States, France, Germany and Belgium;
While consumption grew year-on-year in 2022 as pandemic restrictions
were lifted, total consumption is still down over 3% compared to 2019
with per capita consumption down by 7.7%, mirroring a continued fall in
alcohol consumption in Ireland over the last 20 years;
Nearly 60% of the beer consumed in Ireland is lager, with stout
accounting for nearly 35%;
28% of the price of a pint paid for by the consumer goes directly to
the Exchequer in VAT and excise, with Irish excise rates the highest in
the EU except for Finland;
Two thirds of beer is purchased in on-trade venues like bars;
Sales of zero alcohol beer increased by 25% last year and 0.0% beer’s
market share has increased 4-fold over the last five years. All signs
are that Ireland will develop a significant zero alcohol beer market in
the years to come, if promotion continues.
Commenting on the report’s publication, Director of Drinks Ireland
Cormac Healy said: "The recovery in beer sales, following the full
reopening of pubs due to the ending of COVID-19 restrictions, is to be
welcomed. These increased sales followed large drops in consumption in
2020 and 2021, as consumers stayed home. However, it is notable that
beer sales have not fully recovered, as consumers generally reduce
their alcohol consumption. Ireland’s extremely high rates of excise
duty on beer do nothing to help sales either, of course.
"The growth of 0.0% beer is a promising trend, offering consumers a
choice that supports moderation. While the category is emerging from a
low base here, we see from markets like Spain and Germany that 0.0%
drinks have a market share of over 10%. Based on data from Drinks
Ireland | Beer members, we can see that over the last five years, the
market share for 0.0 beers has grown by 325% and last year alone,
volume sales increased by 25%.
"Brewers should be allowed to market and promote these products under
the strict codes already in places, and not be targeted with
unnecessary additional regulation on products that can actually support
the Government and industry objective of reducing alcohol misuse," Mr
Healy said.