CGA by NIQ’s On Premise Measurement service shows sales June through August of this year totalled €169.9m—€19.1m or 12.7% more than in the same period in 2023. There has been year-on-year growth in every month of 2024 except January. Gains were driven by a 3.0% increase in Rate of Sale (RoS) and price rises—but there was also solid volume growth of 1.8%.
Growth began in earnest in March, when St Patrick’s Day, the end of Ireland’s triumphant Six Nations rugby tournament and Easter combined to drive sales 8.2% above March 2023. There was growth of between 7% and 10% from April to July, while August provided a 22% surge year-on-year.
Trading over the summer was boosted by tourism—especially in Dublin and Cork, which generated 80% of the growth and continued the pattern of spirits consumers choosing city centres for their purchases. Live music—especially Taylor Swift’s performance in Dublin in June—triggered a wave of extra spending, and the Euro 2024 football tournament added another boost.
OPM category data shows liqueurs and specialities were among the biggest growers over the last quarter, increasing volume rate of sale by 11.2% and adding 1.4 percentage points to their share of total spirits sales. There was volume RoS growth in rum (up 6.2%) and whiskey (up 0.2%) as well, but vodka, gin, brandy and tequila all lost share.
Suppliers and operators’ attention is now turning to Christmas, which should deliver much better trading than in 2023. Spirits sales were down by 19.9% year-on-year last December, as many consumers opted to save money by staying at home, buy fewer drinks when in pubs or bars, or switch to other drinks categories—especially longer serves like beer and cider that are sometimes perceived to offer better value for money. Encouragingly, the number feeling severely impacted by high costs in Ireland has fallen from 33% last October to 19% in August.
This means consumers should be freer with their spending this Christmas, and CGA’s Consumer Insights Report shows where suppliers need to target their campaigns—especially among the 18 to 34 year-old age group that is so vital to spirits sales. More than four in five (83%) of these young adults went out over the festive season last year, making an average of 4.3 visits in the month. Cocktails and vodka were their top drinks choices over the period.
CGA’s data also highlights consumers’ interest in fresh categories and brands over Christmas. Half (50%) say they are likely to try new drinks over Christmas and 83% say they are likely to repurchase them at other times if they like them.
Katie Lawton, CGA’s senior client manager, Ireland, said: “The cost of living crisis has put Ireland’s spirits sales under severe strain in the last few years, but good summer trading shows suppliers and venues may have turned the corner at long last. With more money in their pockets, many consumers will be looking to reward themselves this Christmas, and activations or promotions that effectively target the treat mentality of younger adults should earn good returns on investment. However, it’s important to remember that some consumers are still struggling with the effects of price rises, so value remains a core component of strategies. In a complex market, and with so much at stake over Christmas and New Year, identifying the latest On Premise motivations and preferences of consumers is more important than ever.”
Katie Lawton, CGA’s senior client manager, Ireland, said: “The cost of living crisis has put Ireland’s spirits sales under severe strain in the last few years, but good summer trading shows suppliers and venues may have turned the corner at long last. With more money in their pockets, many consumers will be looking to reward themselves this Christmas, and activations or promotions that effectively target the treat mentality of younger adults should earn good returns on investment. However, it’s important to remember that some consumers are still struggling with the effects of price rises, so value remains a core component of strategies. In a complex market, and with so much at stake over Christmas and New Year, identifying the latest On Premise motivations and preferences of consumers is more important than ever.”
CGA by NIQ’s OPM service and Consumer Insights Report provide many more insights into consumers’ engagement and purchasing decisions across On Premise channels, plus an expert analysis of categories, occasions and much more. To learn how CGA’s market measurement and consumer research solutions deliver in-depth insights into consumer behaviour, and to explore opportunities for tailored analysis, contact the team.
