Features for the November/December issue
Christmas drinks
The November/December issue of Drinks Industry Ireland will feature an in-depth look at festive sales trends, category performance, and the key opportunities shaping the drinks trade this Christmas season — from premium spirits and sparkling wines to the booming no/low and soft drinks markets
It’s the busiest and most profitable season for pubs, as people flock to celebrate festive nights out with friends or gather for their annual Christmas parties. According to Nielsen, alcohol sales in Ireland increased by 2.2% during November and December last year, generating an additional €9.4 million in revenue over that period. Major multiples saw a €4.8 million boost, while discount retailers logged a 13% growth, equating to about €6.6 million in extra sales. Within categories, sparkling wine sales increased by €3.4 million, gin sales by €4.7 million, and whiskey sales by approximately €1.74 million. In our Nov/Dec issue, we take a closer look at how the Christmas drinks market performs during this crucial period.
Soft drinks & mixers at Christmas
Christmas is traditionally a peak period for the soft drinks sector, as the festive party season drives demand, and not everyone chooses to celebrate with alcohol. Premiumisation continues to shape the mixers market, with CGA by NIQ’s latest research showing that this trend remains resilient despite the cost-of-living pressures. When visiting pubs, today’s soft drink consumers are looking for broader, healthier, and more sophisticated options. In this review, we explore the range of soft drinks available to the pub trade and highlight the soft drink and mixer choices on offer to consumers this holiday season.
No- & Low-Alcohol
According to Drinks Ireland’s 2024 Beer Market Report, non-alcohol beer now accounts for over 2.5% of the total Irish beer market, up from about 1.7% a few years ago. Sales of non-alcoholic beer increased by 25% in 2024, while production jumped by 77%. Beer retains a dominant position, making up about €1.8 billion of the Irish beer market, so that 2.5% share puts non-alcoholic beer at roughly €45 million in value. There is still considerable upside: modest growth in Ireland could push non-alcoholic beer’s share toward 10% in the coming years, which would translate to a market worth in excess of €180 million, assuming the overall beer category holds steady or grows. If you are not concentrating on your no and low alcohol options, you are most certainly missing out as this trend is growing at pace.
Cognac/brandy
Cognac and brandy remain niche but resilient in Ireland, with premiumisation driving value growth despite flat volumes. Consumers increasingly favour aged expressions and craft alternatives, while cocktails help broaden appeal in the on-trade. For retailers and bars, the segment offers strong margins and opportunities tied to premium spirits trends. While the cognac/brandy market is not just for Christmas, consumers tend to think of it in any celebratory occasion as the year draws to a close. It’s also a sophisticated gift to purchase and a healthy selection of cognacs/brandies behind the bar has become the mark of a well-stocked spirits back bar. Our industry report reviews the cognac/brandy market.
If you would like your brand to be involved in these features, please contact Ian Mulvaney ian.mulvaney@mediateam.ie or Mark Morgan mark.morgan@mediateaem.ie.
The deadline for this edition is November 21.
