Northern Ireland
Wet performance in December for Northern Ireland uplifted +6.9% by value and +3.5% by volume compared to 2023. Pubs are the primary winner this festive season, growing share of total wet sales value by +2.5pp (percentage points) compared to the year prior. Bars also see an uplift in share. Belfast accounts for more than a quarter of sales. LADs see the greatest uplift compared to the rest of the year.
The Republic of Ireland
Wet performance in The Republic of Ireland uplifted +9.4% by value and +1.4% by volume compared to 2023. Bars see increased engagement during Q4, increasing their share of Total Wet sales. Unsurprisingly, Dublin accounts for the most value, taking almost a third of sales. LADs see the greatest uplift in the festive period and, while remaining steady with 2024 trends, spirits have seen growth in share compared with the last quarter of 2023.
Consumer visitation
Across the festive period, almost three quarters (74%) of consumers visited a licensed venue—7 percentage points less than in 2023. However, more than a third (38%) of these consumers reported visiting the On Premise more often than in 2023 and 35% did so weekly. However, with 62% of consumers impacted to some extent by the cost of living crisis in 2024, there was pressure on spend. Among those who didn’t eat or drink out over Christmas, 25% said it was because it was too expensive—a reminder of the need to deliver consistently good value for money.
Festive drinks
There is increased appetite for festive drinks options, despite a quarter of consumers saying they weren’t on offer when they went out, and consumers look for recognisable brands in these serves.
The festive period is a key time to reach a wide demographic with a willingness to trial new drinks – 44% of consumers are likely, or very likely, to try a new drink in the festive period, and 80% are likely, or very likely, to repurchase a drink they tried.
Festive menus capture attention across both food and drink, making these effective tools for promoting seasonal offerings. Additionally, 1 in 4 consumers are likely to trade up to a premium drink during festive visits, with treat mentality and bar staff recommendations key driver.
Phil Montgomery, CGA by NIQ client services director UK & Ireland, said: “The Christmas trading season is a pivotal moment for engaging consumers and boosting sales. Planning for success this year starts now and it’s vital for brands to understand the timing, reasons, and methods of consumer interactions to win in 2025. The Report combines festive sales data with detailed insights into consumer attitudes and behaviours, which are crucial for effective Christmas pre-planning. Drinks suppliers and operators can predict trends, adjust strategies, and create experiences that deeply resonate with consumers, ensuring success in the competitive holiday market.”
Phil Montgomery, CGA by NIQ client services director UK & Ireland, said: “The Christmas trading season is a pivotal moment for engaging consumers and boosting sales. Planning for success this year starts now and it’s vital for brands to understand the timing, reasons, and methods of consumer interactions to win in 2025. The Report combines festive sales data with detailed insights into consumer attitudes and behaviours, which are crucial for effective Christmas pre-planning. Drinks suppliers and operators can predict trends, adjust strategies, and create experiences that deeply resonate with consumers, ensuring success in the competitive holiday market.”
CGA by NIQ’s Christmas Report Ireland 2025 delivers many more insights into consumers’ habits over Christmas and New Year, helping On Premise suppliers and operators optimise festive sales and marketing activity. There are deep dives into occasions, channels, categories, and much more. To purchase the report and discuss opportunities for tailored analysis, contact the CGA by NIQ experts.
