Heineken announces draught price hike in Ireland
Heineken has recently confirmed it will increase the price it charges pubs and on-trade venues for its draught beer products from 16 February 2026, marking another price adjustment in Ireland’s hospitality sector amid ongoing cost pressures.
For venues serving a high volume of Heineken products, the price rise is likely to have a noticeable impact on margins and pricing strategies for 2026
The 3.1% uplift will touch all of Heineken’s draught portfolio, including flagship brands such as Heineken, Coors, Murphy’s, Beamish and Orchard Thieves, as well as include its non-alcoholic Heineken 0.0.
A spokesperson for the brewer said the decision was taken reluctantly, emphasising that while the business continues to look for ways to reduce operating costs, “we unfortunately need to amend our pricing.”
The blended increase equates to roughly six to seven cent more per pint at wholesale level, with the consumer price once VAT and publican margins are factored in expected to be closer to 20 cent higher per pint in many venues.
The move follows a similar recent increase by fellow brewer Diageo, which raised prices on its draught range including Guinness earlier in February, signalling broader inflationary pressures across the on-trade beer supply chain.
On-trade operators and publicans are already operating in a challenging environment, balancing rising costs for energy, labour and stock with the need to keep pints competitively priced.
For venues serving a high volume of Heineken products, the price rise is likely to have a noticeable impact on margins and pricing strategies for 2026.
While Heineken said it remains committed to supporting the on-trade and investing in services that meet customer needs, the latest adjustment underscores the tension between cost sustainability and affordability in Ireland’s hospitality market.
With the price of a pint in Irish licensed premises already higher than in previous years, the national average for a pint of stout rose about 24–27 cent in the year to December 2025, further increases risk adding to consumer sensitivity in the coming months.
The timing of the hike, mid-season, means operators will need to communicate changes clearly and consider promotional or value offerings to maintain footfall, particularly in competitive city centre and regional pub markets.
The broader industry will be watching how consumers respond, and whether the cumulative effect of successive price increases influences drinking habits or brand choice among Irish pub-goers.
