Dreaming of a World Cup entry for a stellar summer for the pubs
Fionnuala Carolan, editor of Drinks Industry Ireland
There was a moment last month after Troy Parrott’s hat-trick in Hungary when every publican got a flash of what it might be like if Ireland qualifies for the World Cup. The level of national euphoria that we witnessed after that last minute of injury time goal against Hungary to scrape us through to the playoffs, shows that Irish people desperately want to have a reason to come together in the pubs again.
In the past decade, technology has robbed us of many social occasions as people cancel plans at the last minute with a quick WhatsApp or send 20 voice notes back and forth rather than actually meeting the friend for a drink and a chat in the pub.
In our interview with Heineken on-trade director Jason Cox , he says that young people are coming back to the pub, but that it has to be for an occasion or an experience. What better experience can one have than to meet your friends to watch your country play in a World Cup match?
In this issue, we have taken a close look at the NoLo market and the huge changes in how people socialise. Gone are the days, when you have to avoid the night out if you didn’t want to drink alcohol. There are so many exciting emerging brands in the NoLo category and this is providing the opportunity to still use the pub as a means to socialise but doesn’t mean you have to consume alcohol to be there, if that’s your preference.
So cross all your fingers and toes that Troy, Séamus and the boys do the business in March so that we can all have a glorious football-filled summer in the pubs, and whether your punters are zebra stripping, enjoying their few pints or just loving life on the zeros, it really doesn’t matter as long as the gang it all there!
In the meantime, have a wonderful Christmas and a peaceful New Year. From the team at Drinks Industry Ireland, we’d like to thank you for your support throughout 2025 and we look forward to bringing you more news and views in 2026. Don’t hesitate to contact me with any news or opinions. I’d be delighted to hear from you.
Fionnuala Carolan,
Editor, Drinks Industry Ireland
