Abstract
Euromonitor International' s Alcoholic Drinks in Ireland market report
offers a comprehensive guide to the size and shape of the market at a national
level. It provides the latest retail sales data, allowing you to identify the
sectors driving growth. It identifies the leading companies, the leading
brands and offers strategic analysis of key factors influencing the market -
be they new product developments, packaging innovations, economic/lifestyle
influences, distribution or pricing issues. Forecasts illustrate how the
market is set to change.
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Beer; Cider/Perry; RTDs/High-Strength Premixes; Spirits; Wine
Executive summary
Recession brings the Celtic Tiger to its knees
Ireland has continued to move through its worst recession on record, with the
economy having experienced the fastest contraction of any country in the
developed world. Early-2009 brought estimates that the economy would contract
by 4% over the year, though some sources suggest that this could be far
greater, and that Irish government would increase from 41% of GDP to 58% in
2009 and to 70% the following year; far exceeding the EU limit. One of the
central reasons suggested for the dire situation is the domestic housing
contraction which is occurring simultaneously. Unemployment is now expected to
rise to over 17%, which is closely bound to the dramatic falls in the
construction industry, as well as significant declines in most parts of the
economy, culminating in increasing job uncertainty, repossessions and falls in
consumer confidence.
Drinks market in free fall
In light of the extended and severe recession, the alcoholic drinks market has
continued to see significant declines, which were not aided over the review
period by changing consumer tastes, new legislation concerning the consumption
of alcohol and new social trends such as cocooning, all of which have also
been tied to the state of the economy, as high house prices over much of the
review period have been suggested as a factor driving cocooning, where people
prefer to stay at home over venturing to pubs; new legislation has been passed
by the government to address the social and health problems of binge drinking;
and changes in consumer taste have been driven by high levels of immigration,
particularly from eastern Europe. These factors were all slowing growth in may
parts of the alcoholic drinks market already by the end of the review period,
though the current economic crisis has played a crucial role in driving the
market into the negative as consumers cut back on spending and going out.
Diageo stays at head of market though market falters
Diageo Ireland remains the clear leading producer of alcoholic drinks in
Ireland by a fair stretch; however, advances made by smaller competitors have
continued to see the erosion of its market share, while the current recession
and slowed market have only contributed to its tougher trading environment.
The company' s portfolio spans a large range of products and it has competitors
on many fronts. Since many of its most important products are highly dependent
on on-trade sales, the rise in the cocooning trend - arising for a variety of
reasons- has been particularly punishing on the player, as off- trade sales
see greater interest at the expense of the on-trade.
Supermarkets the steadfast rock
Sales of alcoholic drinks in Ireland shifted over the review period from the
on-trade to the off-trade. Key to this move has been the abolition of the
Groceries Order in 2006 allowing below-cost selling. As a result,
supermarkets/hypermarkets have been competing strongly between themselves,
often using alcoholic drinks as loss leaders. While this has seen the stores'
sales of alcohol increase steadily, on-trade establishments have suffered.
Furthermore, the pricing levels are impossible for specialist retailers to
compete with, contributing to a similar fall in sales. In addition to this,
the rising cocooning trend, which gathered pace over the review period,
inspired further clear changes in the shape of the overall market, as social
and economic factors caused more consumers to elect to drink at home thus
encouraging the off-trade.
A forecast in troughs
Despite the Irish government paying out the highest amount proportionally in
terms of an economic bail-out to its crumbling private players, the economy is
not expected to show any signs of recovery till the end of 2010, and only if
stimulus measures are at least maintained, if not increased. Irish economic
recovery also crucially relies on the global economy. Although widespread
improvements are predicted to become apparent in 2011, it is expected that
Irish output per head will only be restored to 2007 levels by 2015 according
to some reports. Other reports suggest that consumer confidence has passed it
slowest point and that certain services and manufacturing are already showing
small signs of improvement, though these predictions also consider the
possibility of a “double trough” recession.
Table of Contents
ALCOHOLIC DRINKS IN IRELAND : MARKET INSIGHT
- EXECUTIVE SUMMARY
- Recession brings the Celtic Tiger to its knees
- Drinks market in free fall
- Diageo stays at head of market though market falters
- Supermarkets the steadfast rock
- A forecast in troughs
- KEY TRENDS AND DEVELOPMENTS
- Ireland' s double dip
- Consumers pull down their shutters
- Guinness strives to remain stout
- Specialist Retailers
- Summary 1 Leading Specialist Retailers 2008
- LEGISLATION
- Table 1 Number of On-trade Establishments by Type 2004-2008
- TAXATION AND DUTY LEVIES
- Table 2 Taxation and Duty Levies on Alcoholic Drinks 2009
- Table 3 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected
Sectors 2009
- Table 4 Selling Margin of a Typical Beer Brand 2009
- Table 5 Selling Margin of a Typical Wine Brand 2009
- Table 6 Selling Margin of a Typical Spirits Brand 2009
- OPERATING ENVIRONMENT
- MARKET INDICATORS
- Table 7 Retail Consumer Expenditure on Alcoholic Drinks 2004-2009
- MARKET DATA
- Table 8 Sales of Alcoholic Drinks by Sector: Total Volume 2004-2009
- Table 9 Sales of Alcoholic Drinks by Sector: Total Value 2004-2009
- Table 10 Sales of Alcoholic Drinks by Sector: % Total Volume Growth
2004-2009
- Table 11 Sales of Alcoholic Drinks by Sector: % Total Value Growth
2004-2009
- Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: Volume 2009
- Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: Value 2009
- Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: % Volume 2009
- Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: % Value 2009
- Table 16 Company Shares of Alcoholic Drinks by Global Brand Owner
2005-2009
- Table 17 Off-trade Sales of Alcoholic Drinks by Distribution Format: %
Value Analysis 2009
- Table 18 Off-trade Sales of Alcoholic Drinks by Sector and Distribution
Format: % Volume Analysis 2009
- Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Volume
2009-2014
- Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Value
2009-2014
- Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume
Growth 2009-2014
- Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Value
Growth 2009-2014
- DEFINITIONS
- Summary 2 Research Sources
LOCAL COMPANY PROFILES - IRELAND
- BULMERS LTD - ALCOHOLIC DRINKS - IRELAND
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 3 Bulmers Ltd: Key Facts
- COMPANY BACKGROUND
- PRODUCTION
- Summary 4 Bulmers Ltd: Production Statistics 2009
- COMPETITIVE POSITIONING
- Summary 5 Bulmers Ltd: Competitive Position 2009
- COOLEY DISTILLERY PLC - ALCOHOLIC DRINKS - IRELAND
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 6 Cooley Distillery Plc: Key Facts
- Summary 7 Cooley Distillery Plc: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 8 Cooley Distillery Plc: Production Statistics 2005
- COMPETITIVE POSITIONING
- FINDLATERGRANTS - ALCOHOLIC DRINKS - IRELAND
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 9 FindlaterGrants: Key Facts
- Summary 10 FindlaterGrants: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 11 FindlaterGrants: Production Statistics 2009
- COMPETITIVE POSITIONING
- Summary 12 FindlaterGrants: Competitive Position 2009
- IRISH DISTILLERS LTD - ALCOHOLIC DRINKS - IRELAND
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 13 Irish Distillers Ltd: Key Facts
- Summary 14 Irish Distillers Ltd: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 15 Irish Distillers Ltd: Production Statistics 2007
- COMPETITIVE POSITIONING
- Summary 16 Irish Distillers Ltd: Competitive Position 2009
- PORTERHOUSE BREWING CO, THE - ALCOHOLIC DRINKS - IRELAND
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 17 Porterhouse Brewing Co, The: Key Facts
- COMPANY BACKGROUND
- PRODUCTION
- Summary 18 Porterhouse Brewing Co, The: Production Statistics 2009
- COMPETITIVE POSITIONING
BEER IN IRELAND
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- Lager price band methodology
- Summary 19 Lager by Price Band 2009
- SECTOR DATA
- Table 23 Sales of Beer by Subsector: Total Volume 2004-2009
- Table 24 Sales of Beer by Subsector: Total Value 2004-2009
- Table 25 Sales of Beer by Subsector: % Total Volume Growth 2004-2009
- Table 26 Sales of Beer by Subsector: % Total Value Growth 2004-2009
- Table 27 Sales of Beer by On-trade vs Off-trade Split: Volume 2004-2009
- Table 28 Sales of Beer by On-trade vs Off-trade Split: Value 2004-2009
- Table 29 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth
2004-2009
- Table 30 Sales of Beer by On-trade vs Off-trade Split: % Value Growth
2004-2009
- Table 31 Beer: Production, Imports and Exports: Total Volume 2003-2008
- Table 32 Beer Exports by Country of Destination: Total Volume 2003-2008
- Table 33 Beer Exports by Country of Destination: Total Value 2003-2008
- Table 34 Beer Imports by Country of Origin: Total Volume 2003-2008
- Table 35 Beer Imports by Country of Origin: Total Value 2003-2008
- Table 36 Company Shares of Beer by National Brand Owner 2005-2009
- Table 37 Company Shares of Beer by Global Brand Owner 2005-2009
- Table 38 Brand Shares of Beer 2006-2009
- Table 39 Forecast Sales of Beer by Subsector: Total Volume 2009-2014
- Table 40 Forecast Sales of Beer by Subsector: Total Value 2009-2014
- Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth
2009-2014
- Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth
2009-2014
CIDER/PERRY IN IRELAND
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- SECTOR DATA
- Table 43 Sales of Cider/Perry: Total Volume 2004-2009
- Table 44 Sales of Cider/Perry: Total Value 2004-2009
- Table 45 Sales of Cider/Perry: % Total Volume Growth 2004-2009
- Table 46 Sales of Cider/Perry: % Total Value Growth 2004-2009
- Table 47 On-trade vs Off-trade Sales of Cider/Perry: Volume 2004-2009
- Table 48 On-trade vs Off-trade Sales of Cider/Perry: Value 2004-2009
- Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth
2004-2009
- Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth
2004-2009
- Table 51 Cider/Perry Production, Imports and Exports: Total Volume
2003-2008
- Table 52 Cider/Perry Exports by Country of Destination: Total Volume
2003-2008
- Table 53 Cider/Perry Exports by Country of Destination: Total Value
2003-2008
- Table 54 Cider/Perry Imports by Country of Origin: Total Volume 2003-2008
- Table 55 Cider/Perry Imports by Country of Origin: Total Value 2003-2008
- Table 56 Company Shares of Cider/Perry by National Brand Owner 2005-2009
- Table 57 Company Shares of Cider/Perry by Global Brand Owner 2005-2009
- Table 58 Brand Shares of Cider/Perry 2006-2009
- Table 59 Forecast Sales of Cider/Perry: Total Volume 2009-2014
- Table 60 Forecast Sales of Cider/Perry: Total Value 2009-2014
- Table 61 Forecast Sales of Cider/Perry: % Total Volume Growth 2009-2014
- Table 62 Forecast Sales of Cider/Perry: % Total Value Growth 2009-2014
RTDS/HIGH-STRENGTH PREMIXES IN IRELAND
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- SECTOR DATA
- Table 63 Sales of RTDS/High-strength Premixes by Subsector: Total Volume
2004-2009
- Table 64 Sales of RTDS/High-strength Premixes by Subsector: Total Value
2004-2009
- Table 65 Sales of RTDS/High-strength Premixes by Subsector: % Total
Volume Growth 2004-2009
- Table 66 Sales of RTDS/High-strength Premixes by Subsector: % Total
Value Growth 2004-2009
- Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes:
Volume 2004-2009
- Table 68 On-trade vs Off-trade Sales of RTDS/High-strength Premixes:
Value 2004-2009
- Table 69 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: %
Volume Growth 2004-2009
- Table 70 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: %
Value Growth 2004-2009
- Table 71 Company Shares of RTDS/High-strength Premixes by Global Brand
Owner 2005-2009
- Table 72 Company Shares of RTDS/High-strength Premixes by National Brand
Owner 2005-2009
- Table 73 Brand Shares of RTDS/High-strength Premixes 2006-2009
- Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector:
Total Volume 2009-2014
- Table 75 Forecast Sales of RTDS/High-strength Premixes by Subsector:
Total Value 2009-2014
- Table 76 Forecast Sales of RTDS/High-strength Premixes by Subsector: %
Total Volume Growth 2009-2014
- Table 77 Forecast Sales of RTDS/High-strength Premixes by Subsector: %
Total Value Growth 2009-2014
WINE IN IRELAND
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 78 Sales of Wine by Subsector: Total Volume 2004-2009
- Table 79 Sales of Wine by Subsector: Total Value 2004-2009
- Table 80 Sales of Wine by Subsector: % Total Volume Growth 2004-2009
- Table 81 Sales of Wine by Subsector: % Total Value Growth 2004-2009
- Table 82 Sales of Wine by On-trade vs Off-trade Split: Volume 2004-2009
- Table 83 Sales of Wine by On-trade vs Off-trade Split: Value 2004-2009
- Table 84 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth
2004-2009
- Table 85 Sales of Wine by On-trade vs Off-trade Split: % Value Growth
2004-2009
- Table 86 Volume Sales of Still Red Wine by Price Segment 2004-2009
- Table 87 Volume Sales of Still White Wine by Price Segment 2004-2009
- Table 88 Volume Sales of Still Rose Wine by Price Segment 2004-2009
- Table 89 Volume Sales of Other Sparkling Wine by Price Segment 2004-2009
- Table 90 Sales of Still Red Wine by Grape/Varietal Type 2004-2009
- Table 91 Sales of Still White Wine by Grape/Varietal Type 2004-2009
- Table 92 Sales of Still Rose Wine by Grape/Varietal Type 2004-2009
- Table 93 Sales of Still Red Wine by Quality Classification 2004-2009
- Table 94 Sales of Still White Wine by Quality Classification 2004-2009
- Table 95 Sales of Still Rose Wine by Quality Classification 2004-2009
- Table 96 Wine Production, Imports and Exports: Total Volume 2003-2008
- Table 97 Wine Exports by Country of Destination: Total Volume 2003-2008
- Table 98 Wine Exports by Country of Destination: Total Value 2003-2008
- Table 99 Wine Imports by Country of Origin: Total Volume 2003-2008
- Table 100 Wine Imports by Country of Origin: Total Value 2003-2008
- Table 101 Company Shares of Still Light Grape Wine by National Brand
Owner 2005-2009
- Table 102 Company Shares of Still Light Grape Wine by Global Brand Owner
2005-2009
- Table 103 Brand Shares of Still Light Grape Wine 2006-2009
- Table 104 Company Shares of Champagne by National Brand Owner 2005-2009
- Table 105 Company Shares of Champagne by Global Brand Owner 2005-2009
- Table 106 Brand Shares of Champagne 2006-2009
- Table 107 Company Shares of Other Sparkling Wine by National Brand Owner
2005-2009
- Table 108 Company Shares of Other Sparkling Wine by Global Brand Owner
2005-2009
- Table 109 Brand Shares of Other Sparkling Wine 2006-2009
- Table 110 Forecast Sales of Wine by Subsector: Total Volume 2009-2014
- Table 111 Forecast Sales of Wine by Subsector: Total Value 2009-2014
- Table 112 Forecast Sales of Wine by Subsector: % Total Volume Growth
2009-2014
- Table 113 Forecast Sales of Wine by Subsector: % Total Value Growth
2009-2014
SPIRITS IN IRELAND
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- Vodka, gin and other blended Scotch whisky Price band methodology
- SECTOR DATA
- Table 114 Sales of Spirits by Subsector: Total Volume 2004-2009
- Table 115 Sales of Spirits by Subsector: Total Value 2004-2009
- Table 116 Sales of Spirits by Subsector: % Total Volume Growth 2004-2009
- Table 117 Sales of Spirits by Subsector: % Total Value Growth 2004-2009
- Table 118 Sales of Spirits by On-trade vs Off-trade Split: Volume
2004-2009
- Table 119 Sales of Spirits by On-trade vs Off-trade Split: Value
2004-2009
- Table 120 Sales of Spirits by On-trade vs Off-trade Split: % Volume
Growth 2004-2009
- Table 121 Sales of Spirits by On-trade vs Off-trade Split: % Value
Growth 2004-2009
- Table 122 Sales of Other Blended Scotch Whisky by Premium/Super-premium
Split 2004-2009
- Table 123 Sales of Gin by Premium/Super-premium Split 2004-2009
- Table 124 Sales of Vodka by Premium/Super-premium Split 2004-2009
- Table 125 Sales of Flavoured vs Non-flavoured Vodka 2004-2009
- Table 126 Spirits Production, Imports and Exports: Total Volume 2003-2008
- Table 127 Spirits Exports by Country of Destination: Total Volume
2003-2008
- Table 128 Spirits Exports by Country of Destination: Total Value
2003-2008
- Table 129 Spirits Imports by Country of Origin: Total Volume 2003-2008
- Table 130 Spirits Imports by Country of Origin: Total Value 2003-2008
- Table 131 Whisk(e)y Production, Imports and Exports: Total Volume
2003-2008
- Table 132 Brandy & Cognac Production, Imports and Exports: Total Volume
2003-2008
- Table 133 Vodka Production, Imports and Exports: Total Volume 2003-2008
- Table 134 Gin Production, Imports and Exports: Total Volume 2003-2008
- Table 135 Rum Production, Imports and Exports: Total Volume 2003-2008
- Table 136 Tequila Production, Imports and Exports: Total Volume 2003-2008
- Table 137 Liqueurs Production: Total Volume 2003-2008
- Table 138 Company Shares of Spirits by National Brand Owner 2005-2009
- Table 139 Company Shares of Spirits by Global Brand Owner 2005-2009
- Table 140 Brand Shares of Spirits 2006-2009
- Table 141 Forecast Sales of Spirits by Subsector: Total Volume 2009-2014
- Table 142 Forecast Sales of Spirits by Subsector: Total Value 2009-2014
- Table 143 Forecast Sales of Spirits by Subsector: % Total Volume Growth
2009-2014
- Table 144 Forecast Sales of Spirits by Subsector: % Total Value Growth
2009-2014
