Competitive Landscape
Guinness and Heineken Defend Their Share as Stout and Non-Alcoholic Beers Gain Relevance
Beer in Ireland remains highly concentrated, with Heineken Ireland and Diageo Ireland collectively accounting for 62% of off-trade volume share in 2025. Over the five years to 2025, the landscape became more concentrated, as Heineken Ireland increased its share from 27% in 2020 to 34% in 2025, while Diageo Ireland, after an initial decline, improved its share from 26% in 2024 to 28% in 2025.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Beer industry in Ireland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Beer industry in Ireland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Beer in Ireland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beer in Ireland?
- Where is consumer demand for Beer focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Ireland?
- How are products distributed in Ireland?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Beer in Ireland - Category analysis
Key Data Insights
Beer Summary
Guinness 0.0 and Stout Resilience Drive Polarised Outcomes
Guinness and Lager Dominate While Non-Alcoholic Beer Surges Ahead
Guinness 60/40 Reshapes Pub Rituals as Moderation Goes Mainstream
Guinness and Heineken Expand Non-Alcoholic Lines as Moderation Reshapes Social Rituals
Guinness 0.0 and Heineken 0.0 Drive Fastest Growth as Nolo Beer Enters the Mainstream
Real Gdp Growth and Consumer Preferences Reinforce the Need for Balanced Portfolios
Guinness and Heineken Defend Their Share as Stout and Non-Alcoholic Beers Gain Relevance
Discounters Attract Value-Conscious Shoppers as Supermarkets Hold Ground
Guinness 0.0 and New Rituals Embed Moderation in Social Life
Caffrey’S Black Stout and Murphy’S Revive Their Heritage to Attract New Drinkers
Nofo Brew Co Leverages Live Football to Drive Craft Beer Trial
Alcoholic Drinks in Ireland - Industry Overview
2025 Developments
Key Data Insights
Guinness 60/40 Blends Moderation with Tradition to Reshape Drinking Rituals
Jameson Drives Premium Trade-Up as Cost Pressures Split Demand
Supermarkets Expand Nolo and Premium Ranges to Meet Evolving Demand
Beer Retains Volume Lead as Rtds Outpace All in Growth
Polarisation and Cost Pressures Force Brands to Rethink Value Strategy
Heineken and Diageo Defend Their Lead through Brand Strength and Portfolio Breadth
Supermarkets and Discounters Capture Value-Led At-Home Occasions
Immediacy and Occasion-Driven Habits Keep E-Commerce Subdued
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Guinness and Bulmers Integrate Nolo Options into Daily Rituals
Jameson Drives Trade-Up as Mid-Tier Offerings Lose Relevance
Supermarkets and Discounters Accelerate At-Home and Nolo Innovation
Country Reports Disclaimer
The following categories and subcategories are included:
Beer
-
- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
-
- Flavoured/Mixed Lager
-
-
- Domestic Premium Lager
- Imported Premium Lager
-
- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
-
- Domestic Economy Lager
- Imported Economy Lager
-
-
-
- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
-
- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
-
-
- Low Alcohol Beer
-
- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Beer research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!