Through our campaigns we aim to ensure that the industry is recognised for the positive contribution it makes to the economic and cultural landscape.
Pride of Place
The Irish drinks industry is proud of the communities we support in every town and city in the land, as well as the support we give to farmers, whose grain, milk and apples we buy. We are proud too of the world-leading brands we make, which help put Ireland on the map. This campaign reflects the fact that Ireland’s attitude to alcohol continues to change and mature. The campaign policies are practical, balanced and considered and will support, in turn, a critical Irish industry.
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#MyDayMyWay
Our #mydaymyway campaign illustrates the strong evidence Ireland’s drinking habits are changing for the better. People of all ages are drinking more moderately and less, in particular the Gen Z cohort. Data from Revenue shows that alcohol consumption in 2022 was down on pre-Covid levels, with the long-term trend also showing that consumption continues to decline sharply, down 30% since its peak in 2001.
Find out more#SlainteToThat
#SláinteToThat is a campaign that aims to celebrate the drinks industry in Ireland. As part of this campaign we brought Doireann Garrihy to a number of locations around Ireland and went behind the scenes of Irelands vibrant drinks industry. Visiting these sites allowed us to educate Doireann on the heritage of drinks manufacture in Ireland and introduce her to some of the more innovative and unusual techniques being used by Irelands drinks entrepreneurs.
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