Competitive Landscape
Wkd and West Coast Coolers Retain Dominance as Premiumisation Expands
The structure of RTDs in Ireland is moderately concentrated, with the top three manufacturers—Diageo Ireland Ltd, Barry and Fitzwilliam, and Irish Distillers Ltd—holding off-trade volume shares of 23%, 20%, and 18% respectively in 2025. Combined, these three account for 61% of off-trade volume, suggesting that while a small number of players command a majority share, there remains a sizeable portion of the market distributed among smaller companies such as Dillon and co, Edward, Heineken Ireland Ltd.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs 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 RTDs 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 RTDs 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 RTDs in Ireland?
- Where is consumer demand for RTDs 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?
Rtds in Ireland - Category analysis
Key Data Insights
Rtds Summary
Heineken Ireland Transforms At-Home Drinking with Premium Cocktail Launches
Pimentae and High Noon Accelerate Polarisation and Flavour Innovation
Retailers Back Premium Launches to Boost Value and Differentiation
Vodka and Tequila Rtds Drive Premium Trade-Up and Polarisation
Frequent Flavour Launches and Price-Tier Clarity Underpin Recruitment
Premiumisation and At-Home Consumption Create Channel Opportunities
Wkd and West Coast Coolers Retain Dominance as Premiumisation Expands
Supermarkets Capture Planned Rtd Purchases with a Wide Assortment
E-Commerce Loses Ground as Impulse and Immediate Use Dominate Rtd Sales
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:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
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 RTDs research and analysis database.
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