Abstract
The quantity of beer drunk in Ireland has been in decline. Health motivations, media spotlight on binge drinking, rise in popularity of wine and cider and less incentive to go to the pub are just some of the reasons behind this decline.
In essence the beer market is going through a period of readjustment. One of the key trends to evolve from this transition period is the growth in bottled lagers, which has ultimately contributed to the decreased volume of beer sold overall. However, the slowing market is regaining momentum in terms of value due to the higher price per litre of bottled beer.
Key themes in the report:
- Has the spotlight on binge drinking cast a shadow on the Irish beer market? If so, how is the industry responding?
- Why is bottled lager gaining popularity and is it sustainable?
- Fragmentation in the retail brand landscape heightens competition as consumers are exposed to more brands.
- Concentration of resources (advertising and promotion) should build bigger and better beer brands.
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