Drinks Ireland has published new research* showing a strong continuation of moderate and responsible drinking, alongside clear public recognition of the industry’s important role in supporting local economies. The findings highlight a sector deeply embedded in community life and reveal significant changes in how people choose to drink.
The research highlights the vital role the drinks industry plays in sustaining rural and regional economies. Among the highlights are:
- Nearly three‑quarters of drinkers surveyed or 73% agree that local breweries and distilleries make a positive contribution to their communities, while 80% say these producers provide important employment at a local or regional level.
- 81% consider Irish breweries and distilleries to be important to the national tourism offering.
- 67% of drinkers believe having a drink plays an important role in bringing people together, which is a constant sentiment that speaks to the longstanding role pubs and hospitality venues play in Irish social life.
Beyond economic impact, the industry fosters connection by providing places where people gather, celebrate and build community. Pubs aren’t just economic drivers, they are hubs of social connection and shared experience.
The report also points to a sustained national movement toward more balanced drinking habits. Ireland’s per capita alcohol consumption has fallen by 34% over the last two decades, marking a significant cultural shift. The research shows:
- 54% say they are consuming less alcohol than they were a year ago.
- 63% agree there has been a clear movement toward “less but better”, where consumers are premiumising their choice or experience (up from 47% in June 2023).
- 65% say a desire for a more balanced lifestyle is driving reduced consumption (up from 56% in June 2023).
- 74% favour education and awareness as the most effective supports for responsible drinking, rather than more regulation and restriction.
The rise of non-alcohol options continues to accelerate the continued trend towards moderation. According to the Drinks Ireland Beer Market Report that was released earlier this year, non‑alcohol beer sales grew by 25% in 2024, while production increased by 77%, driven by strong consumer demand and ongoing investment in innovation and brewing capacity. Non‑alcohol beer now represents more than 2.5% of the total beer market, which is a 150% increase in just five years. This marks one of the most significant behavioural shifts in Irish drinking culture.
The research shows that 62% of drinkers believe that the greater availability of 0.0% non-alcohol alternatives is resulting in reduced consumption of alcohol beverages. This is up from 47% in September 2023.
Speaking about the findings, Drinks Ireland Chair and founder of The Shed Distillery in Drumshanbo, Pat Rigney, said:
“These findings confirm what we in the industry have been seeing for years, which is a real and measurable shift in how people across Ireland are approaching alcohol. They are valuing moderation and are adopting a ‘less but better’ mindset. People are drinking more consciously and placing greater value on quality, craft and the overall experience rather than quantity alone.
This shift doesn’t just signal healthier behaviours; it also highlights the growing importance of the small local producers and hospitality businesses who are so often at the heart of delivering that quality for locals and tourists alike. The general public is proud of the wider industry and consumers are giving the sector and the Government a mandate to protect these businesses.
From my own experience in Drumshanbo, I see every day how these businesses form the backbone of rural communities.From creating local jobs to boosting regional tourism, breweries and distilleries are more than producers - they are anchors of economic vibrancy and community cohesion. Their presence strengthens local economies, provides employment opportunities, and contributes to Ireland’s reputation as a destination rooted in culture, craft, and hospitality.
As consumers lean towards more considered choices, it is these producers and venues that benefit most, because they deliver the authenticity, care and craftsmanship that people increasingly seek. It’s encouraging, it’s positive, and it reflects an Ireland that is embracing choice, moderation, and community.”
