Beer remains Ireland's favourite alcohol beverage according to new report from Drinks Ireland | Beer

Non-alcohol beer sales in Ireland grew by a 25%, whilst production grew by 77% in 2024, according to Drinks Ireland’s Annual Beer Market Report, published today.

This surge reflects a clear and growing consumer appetite for products that support a culture of responsible consumption and a response by industry through investment in brewing capacity, innovation, and new product development.

According to the report, non-alcohol beer now accounts for more than 2.5% of the overall beer market — a 150% increase in market share over five years.

Other findings in the report include;

• Beer remains Ireland’s most popular alcohol beverage, with a 43.3% share of the beer market in 2024 – a gain of nearly 1% compared to 2023.
• Overall, beer production levels also increased by 10.7%, driven by exports;
• Total beer sales in Ireland declined by 1.6% in 2024 – the second consecutive year of decline.
• Per capita consumption also fell by nearly 3%, aligning with the long-term downward trend in alcohol consumption, which has dropped by 34% over two decades.
• A majority of the beer sales in Ireland, 63.7% comes from the on-trade sector, which includes pubs, restaurants, and hotels. This is on par with the year earlier figures.
• Lager remained the dominant beer category in the Irish market despite decreasing slightly for the second consecutive year to 57.2% of the market. In 2024, stout saw its market share continue to grow by almost 1% to 35.9%. Ale’s market share fell by 10% to 4.4%.
• Irish beer exports grew by 3.8% to €330 million, building on the recovery of beer exports since 2022. Exports to the United Kingdom account for almost 50% of total exports, followed by exports to the United States (14%), France (10%) and Germany and Canada (both at 4.8%).
• In 2024, Ireland continued to have the second highest rate of excise tax on alcohol when compared to the other 26 EU member states and the United Kingdom. In the past decade, the Irish beer sector has contributed over €4.4 billion in excise receipts.
• On every pint of lager, €1.70 is paid to Revenue when combining excise and VAT.

Commenting on the report, Cormac Healy, Director of Drinks Ireland said;

“The Irish beer industry continues to be resilient, adaptable and innovative. While domestic consumption continues to fall, exports are rising.

However, the international environment remains challenging. Exports to the United States – Ireland’s second-largest market – now face a 15% tariff, a weaker dollar, and ongoing trade uncertainty. This presents a challenging environment for all exporters. We support the Government and European Commission’s continued push for the removal of these new tariffs and a return to zero-for-zero tariff trading. Additionally, beer cans are now faced with a further steel/ aluminium linked tariff which needs to be removed. In the face of these export challenges, we emphasise the importance of increased Government investment through state agencies such as Bord Bia and Enterprise Ireland to support market development and diversification.

I am especially happy to see the continued growth of the non-alcohol beer sector, showing that consumers are continuing to choose moderation. Ireland must ensure that this growth opportunity is not undermined by restrictive or disproportionate regulation.

There is evidently a growing acceptance and appreciation for non-alcohol products, one of the most significant innovations in the Irish drinks industry in decades. In the EU, one in 15 beers consumed is now a non-alcohol beer. We predict consumption levels in Ireland can reach similar levels with proper government support.

According to research conducted by Drinks Ireland, one in four adults now considers choosing a non-alcohol product, 68% believe that these products provide healthier options, and more than half of Irish adults (56%) agree that availability and advertising of 0.0% products is encouraging more responsible consumption”.

Drinks Ireland | Beer report available below.

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Media Contacts:

Stephen Lynam , Q4PR, 087 2354126, stephen.lynam@q4pr.ie

Eimear White, Q4PR, 0868297825, eimear@q4pr.ie