Sober celebrations set to rise this St Patrick’s Day

Non-alcoholic drink sales in Ireland surged last year and are expected to grow further in 2026, with Guinness 0.0 leading the trend

More people will be celebrating this St Patrick’s Day sober, according to new data from Square.

Last St Patrick’s Day, non-alcoholic drink sales grew by 59% year-over-year – outpacing alcoholic drink sales (38%) – with Guinness 0.0 achieving more than double the growth of its alcoholic equivalent.

With non-alcoholic spending growing 91% in 2025, Square anticipates that 2026 will be the biggest sober St. Patrick’s Day to date.

Square’s payments data across Irish food & beverage establishments shows that when comparing sales on St Patrick’s Day 2025 to the same date in 2024:

• Non-alcoholic drink sales grew by 59%, compared to 38% for alcoholic drinks
• Sales of Guinness 0.0 grew by 105%, compared to an increase of 48% for alcoholic Guinness sales
• Sales of Heineken 0.0 grew by 26%, while alcoholic Heineken sales fell by 14%
• Non-alcoholic drink sales grew by 80%, compared to 47% for alcoholic drinks

Non-alcoholic drink sales saw a similar surge in 2025 when compared to 2024, with Square’s data showing:

• Non-alcoholic drink sales increased by 80% year-on-year, compared to 54% for alcoholic drinks
• Sales of Guinness 0.0 grew by 112%, while alcoholic Guinness grew by 81%
• Sales of Heineken 0.0 saw a 54% increase, compared to 17% for alcoholic Heineken
• Non-alcoholic drink spending rose by 91%, versus 61% growth for alcoholic drinks

John O’Beirne, CEO of Square International, said: “Non-alcoholic drinks are no longer niche alternatives; they’re now mainstream in Ireland’s social culture, including on the all-important first public holiday of the year, St Patrick’s Day.

“With younger and health-conscious consumers increasingly looking to moderate their alcohol intake while still fully celebrating social occasions.

“The growing demand for non-alcoholic and low-alcohol beers, wines and spirits provides an opportunity for hospitality businesses.

“Stocking and promoting non-alcoholic options can help open the door to additional revenue because these drinks come in at a price point that is close to their alcoholic counterparts. ”