Ireland drinks sales rise by 4.6% as customer habits shift

Drinks sales in Ireland pubs rose by 4.6% in the last 12 months fuelled by major shifts in people’s habits, CGA by NIQ has revealed. 

According to CGA’s On Premise User Survey, more than three quarters (78%) of people now typically visit drink-led pubs at least monthly, and nearly a fifth (18%) say they are making more visits than they did a year ago. A similar number (74%) typically visit food-led pubs monthly, with 14% going more often. 

The positive trend demonstrates the enduring appeal of Ireland’s pubs and an upswing in spending confidence. In fact, the survey shows that pubs have taken a sizable share of sales from hotels in the last year, with stout behind much of the growth.  

CGA’s analysis also highlights some significant shifts in consumers’ pub habits — including a movement towards earlier visits. A fifth (20%) say they are visiting food-led pubs earlier than they were a year ago — triple those (7%) who are going out later. More consumers now visit pubs for brunch (10%) and lunch (19%) than make late-night visits (8%), and early-evening (42%) is the most popular daypart by some distance.  

Earlier visits have been driven by a desire for quieter pubs. Nearly a third of those who are going out earlier say it is because they want to avoid “busy and loud” night-time environments (31%) or because it is less crowded (30%). Just over a fifth (22%) say they feel safer earlier in the day, and a similar number (21%) say they can no longer afford to stay out late.  

In addition, CGA’s expert research includes the importance of live sport, with a third (32%) of pub-goers typically visiting drink-led pubs to watch games. Two thirds (68%) of fans drink beer and cider during matches, and stout’s close association with rugby makes it a popular choice. Ireland’s pubs also remain a destination for special occasions, with 36% of consumers typically visiting for events like birthdays and anniversaries.

Katie Lawton, CGA by NIQ’s senior client manager Ireland, said: “Strong sales over the last 12 months show pubs are as integral a part of social life on the island of Ireland as ever—but there’s no doubt that their roles are changing. While lively late-night visits remain valuable, covid-19 and the cost-of-living crisis have led many people towards earlier and lower-key visits and changed their drinks preferences. 

“Appreciating these shifts in demand and flexing promotions and activations to suit people’s evolving occasions and motivations are vital in this dynamic but competitive market, and CGA’s research is the ideal starting point for success.”