Table of Contents
Introduction and Abbreviations
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- Definitions
- Market definitions
- Regional definitions
- Conversion factors
- Population
- Exchange rates
- BMRB Target Group Index (TGI) sample sizes
- Abbreviations
Executive Summary
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- Ireland still a nation of beer drinkers
- Total volume equals 763 million litres
- The pub trade suffers
- Off-licence sales boom
- Lager growth in a declining market
- Cider market in growth
- RoI beer and cider market valued at €3.4 billion
- Trading up opportunities exist among the thriving affluent
- Does the industry need to expand its appeal?
- On-trade beer set to continue its decline
Market Drivers
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- Are Irish drinkers becoming more European?
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- Figure 1: Per capita consumption of beer (pure alcohol) in EU member states, 2002
- Is wine the new beer?
- The RoI smoking ban
- Consumption of beer declines…while cider grows
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- Figure 2: Per capita consumption of alcoholic beverages for adults, litres per annum, NI and RoI, 1999-2004
- Off-trade growth holds less benefit for beer
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- Figure 3: Agreement with statement ‘Most of my drinking is done at home’, NI and RoI, 2000-04
- The price of beer
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- Figure 4: Indexed national average prices, PDI and alcohol prices, NI and RoI, 1999-2004
- Visits to pubs and clubs
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- Figure 5: Usage of pubs, clubs and restaurants, NI and RoI, 2002-04
- Is the Irish pub doing enough?
- 9pm ban on kids affecting the tourist trade
- Curbing underage drinking
- Trading up and the economy
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- Figure 6: Health of the economy, NI and RoI, 2002-05
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- Figure 7: Agreement with lifestyle statements, by socio-economic status (percentage point difference from average), NI and RoI, 2004
- The influence of population change
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- Figure 8: Trends and projections in the population, by age group, NI and RoI, 1999-2009
- The weather effect
Market Size
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- Figure 9: Volume and value sales of beer and cider, all Ireland, 1999-2004
- Regional sales trends
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- Figure 10: Index of total volume sales of beer and cider, NI and RoI, 1999-2004
- Northern Ireland
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- Figure 11: Volume and value sales of beer and cider, NI, 1999-2004
- Republic of Ireland
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- Figure 12: Volume and value sales of beer and cider, RoI, 1999-2004
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Market Segmentation
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- Figure 13: Segmentation of beer and cider market, by volume, NI and RoI, 2004
- Northern Ireland
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- Figure 14: Volume and value sales of beer and cider, NI, 1999-2004
- Figure 15: Segmentation of beer and cider market, NI, 2002 and 2004
- Republic of Ireland
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- Figure 16: Volume and value sales of beer and cider, RoI, 1999-2004
- Figure 17: Segmentation of beer and cider market, RoI, 2002 and 2004
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Distribution
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- Figure 18: Volume sales of beer and cider, on-trade and off-trade, NI and RoI, 2004
- Northern Ireland
- On-trade beer sales fall
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- Figure 19: Volume and value sales of beer, on-trade and off-trade, NI, 1999-2004
- Cider sales grow in both channels
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- Figure 20: Volume and value sales of cider, on-trade and off-trade, NI, 1999-2004
- Republic of Ireland
- On-trade beer suffers from the smoking ban
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- Figure 21: Volume and value sales of beer, on-trade and off-trade, RoI, 1999-2004
- Cider continues dependence on on-trade
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- Figure 22: Volume and value sales of cider, on-trade and off-trade, RoI, 1999-2004
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The Supply Structure
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- Figure 23: Manufacturers and distributors of leading beer and cider brands, NI and RoI, 2004
- Barry Fitzwilliam Maxxium
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- Figure 24: Barry Fitzwilliam Maxxium product portfolio, 2005
- Figure 25: Barry Fitzwilliam Maxxium advertising spend in RoI, 2001-04
- Beamish & Crawford
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- Figure 26: Beamish & Crawford product portfolio, 2005
- Figure 27: Beamish & Crawford advertising spend in RoI, 2001-04
- Cantrell & Cochrane
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- Figure 28: C&C alcoholic drinks range, 2003
- Figure 29: C&C financial results, 2004
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- Figure 30: C&C alcohol advertising spend, NI and RoI, 2000-04
- Diageo
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- Figure 31: Diageo product portfolio, 2005
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- Figure 32: Diageo financial results, by region, 2003 and 2004
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- Figure 33: Diageo advertising spend, NI and RoI, 1999-2004
- Heineken
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- Figure 34: Heineken product portfolio, 2005
- Figure 35: Heineken financial results, by region, 2003 and 2004
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- Figure 36: Heineken advertising spend, NI and RoI, 1999-2004
- InBev
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- Figure 37: InBev product range, 2005
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- Figure 38: InBev financial results, 1999-2003
- Figure 39: InBev advertising spend, NI and RoI, 1999-2004
- McCabes
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- Figure 40: McCabe ltd product range, 2003
- United Wine Merchants
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- Figure 41: United Wine Merchants product portfolio, 2005
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Global New Product Development
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- New product trends
- Low carb beers
- Organic beer
- New flavours
- New packaging
- Home dispense systems
- New product briefs
Advertising
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- Total alcohol advertising spend
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- Figure 42: Advertising spend, by product category, NI and RoI, 1999-2004
- Figure 43: Advertising spend, by product category, NI and RoI, 2004
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- Figure 44: Indexed advertising spend on beer and cider, NI and RoI, 2001-04
- Figure 45: Total beer and cider advertising spend, NI and RoI, 1999-2004
- NI advertising
- Diageo still the largest advertiser
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- Figure 46: Beer advertisers, NI, 1999-2004
- 25% share of voice for Guinness
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- Figure 47: Adspend, by beer brand, NI, 1999-2004
- C&C dominates the cider category
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- Figure 48: Cider advertisers, NI, 1999-2004
- Figure 49: Adspend, by cider brand, NI, 1999-2004
- RoI advertising
- Diageo and Heineken account for 88% of RoI adspend
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- Figure 50: Beer advertisers, RoI, 2001-04
- Figure 51: Advertising spend, by beer brand, RoI, 2001-04
- Bulmers’ competitors – seen but not heard!
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- Figure 52: Cider advertisers, RoI, 2001-04
- Figure 53: Advertising spend, by cider brand, RoI, 2001-4
- Media channel
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- Figure 54: Beer and cider advertising, by media channel, NI, 1999-2004
- Figure 55: Beer and cider advertising, by media channel, RoI, 2001-04
- Outdoor advertising overtakes TV
- Male-centric advertising
- Advertising changes in Ireland
- Ad restrictions
- No more glamourised sales
The Consumer
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- More users of lager and cider
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- Figure 56: Penetration of selected alcoholic beverages, NI and RoI, 2000 and 2004
- Draught still dominates
- Canned varieties losing ground…but bottled lager is catching up
- Bottled ale, bitter and stout
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- Figure 57: Penetration of bottled ale, bitter and stout, NI and RoI, 2000-04
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- Figure 58: Penetration of bottled ale, bitter and stout, by gender, age and socio-economic group, NI and RoI, 2002 and 2004
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- Figure 59: Usage levels of bottled ale, bitter and stout, NI and RoI, 2002 and 2004
- Canned ale, bitter and stout
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- Figure 60: Penetration of canned ale, bitter and stout, NI and RoI, 2000-04
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- Figure 61: Penetration of canned ale, bitter and stout, by gender, age and socio-economic group, NI and RoI, 2002 and 2004
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- Figure 62: Usage levels of canned ale, bitter and stout, NI and RoI, 2002 and 2004
- Draught ale, bitter and stout
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- Figure 63: Penetration of draught ale, bitter and stout, NI and RoI, 2000-04
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- Figure 64: Penetration of draught ale, bitter and stout, by gender, age and socio-economic group, NI and RoI, 2002 and 2004
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- Figure 65: Usage levels of draught ale, bitter and stout, NI and RoI, 2002 and 2004
- Bottled lager
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- Figure 66: Penetration of bottled lager, NI and RoI, 2002-04
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- Figure 67: Penetration of bottled lager, by gender, age and socio-economic group, NI and RoI, 2002 and 2004
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- Figure 68: Usage levels of bottled lager, NI and RoI, 2002 and 2004
- Canned lager
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- Figure 69: Penetration of canned lager, NI and RoI, 2000-04
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- Figure 70: Penetration of canned lager, by gender, age and socio-economic group, NI and RoI, 2002 and 2004
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- Figure 71: Usage levels of canned lager, NI and RoI, 2002 and 2004
- Draught lager
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- Figure 72: Penetration of draught lager, NI and RoI, 2000-04
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- Figure 73: Penetration of draught lager, by gender, age and socio-economic group, NI and RoI, 2002 and 2004
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- Figure 74: Usage levels of draught lager, NI and RoI, 2002 and 2004
- Cider
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- Figure 75: Penetration of cider, NI and RoI, 2000-04
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- Figure 76: Penetration of cider, by gender, age and socio-economic group, NI and RoI, 2002 and 2004
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- Figure 77: Usage levels of cider, NI and RoI, 2002 and 2004
- Low-alcohol beer and lager
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- Figure 78: Penetration of low-alcohol beer and lager, NI and RoI, 2002-04
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- Figure 79: Penetration of low-alcohol beer and lager, by gender, age and socio-economic group, NI and RoI, 2002 and 2004
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- Figure 80: Usage levels of low-alcohol beer and lager, NI and RoI, 2002 and 2004
- Why not women?
The Future
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- Review of liquor licensing in NI
- Foreign beers to seize their chance?
- Extra cold lager from draught?
- Will there be a smoking ban in NI?
- Renewed appreciation for women drinkers
- Cigarette-style health warnings on alcoholic drinks?
- Beamish & Crawford to challenge Bulmers
Forecast
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- NI beer to continue its decline
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- Figure 81: Forecast volume sales of beer, on-trade and off-trade, million litres, NI, 1999-2009
- Off-trade grows at the expense of the on-trade in RoI
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- Figure 82: Forecast volume sales of beer, on-trade and off-trade, million litres, RoI, 1999-2009
- Will there be a turning point in the beer market?
- NI cider sales continue their growth
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- Figure 83: Forecast volumes sales of cider, on-trade and off-trade, million litres, NI, 1999-2009
- RoI cider sales thrive in the on-trade
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- Figure 84: Forecast volumes sales of cider, on-trade and off-trade, million litres, RoI, 1999-2009
- How will new competition affect the market?
Appendix
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- At-home consumption
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- Figure 85: Beer and cider consumed at home, NI and RoI, 2002 and 2004
- Out-of-home consumption
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- Figure 86: Beer and cider consumed out of home, NI and RoI, 2002 and 2004
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