Table of Contents
Executive Summary
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- The market
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- Figure 1: Total beer sales, by value, IoI, on-trade and off-trade, 2011-21
- Market segmentation
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- Figure 2: Estimated total beer market, by segment, IoI, 2016
- Market factors
- Beer duty frozen
- Irish alcohol consumption drops
- ‘Healthy’ finances reach tracker peak
- The continued rise of craft
- On-trade faces stiff competition from off-trade
- Companies and innovations
- The consumer
- Beer favoured over cider
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- Figure 3: Types of beer consumers have drunk both in home (ie their home or another person’s) and out of home (in pubs/bars/clubs/ restaurants or another location out of home) in the last three months, Ni and RoI, April 2016
- Apple remains the favourite cider
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- Figure 4: Types of cider consumers have drunk both in home (ie their home or another person’s) and out of home (in pubs/bars/clubs/ restaurants or another location out of home) in the last three months, Ni and RoI, April 2016
- A pint at the pub is the most popular occasion for drinking beer
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- Figure 5: Occasions on which consumers have drunk beer in the last three months, NI and RoI, April 2016
- Four in 10 drink cider in bars
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- Figure 6: Occasions on which consumers have drunk cider in the last three months, NI and RoI, April 2016
- Irish consumers’ preference for light beer
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- Figure 7: Launches of beer in bottle and can format, June 2011-16
- Premium comes at a price
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- Figure 8: Agreement with statements relating to beer and cider, NI and RoI, April 2016
- What we think
Issues and Insights
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- How is the market expected to perform in 2016?
- The facts
- The implications
- What are the most popular beers and ciders on the Irish market?
- The facts
- The implications
- Where are consumers drinking?
- The facts
- The implications
- What types of innovation are consumers interested in?
- The facts
- The implications
The Market – What You Need to Know
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- Irish beer market estimated to see 0.9% growth in 2016
- Lager sales continue to dominate the Irish market
- Beer and cider duty frozen for second year in a row
- Alcohol consumption decreases in 2015
- The continued rise of craft
- On-trade industry faces tough competition from off-trade
Market Size and Forecast
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- Irish beer market estimated to see 0.9% growth in 2016
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- Figure 9: Total beer sales, by value, IoI, on-trade and off-trade, 2011-21
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- Figure 10: Total beer sales, by value, IoI, on-trade and off-trade, 2011-21
- On-trade sales estimated to outperform off-trade
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- Figure 11: Total on-trade beer sales, by value, IoI, NI and RoI, 2011-21
- Off-trade growth slowing
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- Figure 12: Total off-trade beer sales, by value, IoI, NI and RoI, 2011-21
- Volumes set for 0.9% decrease
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- Figure 13: Total beer sales, by volume, on-trade and off-trade, IoI, 2010-17
- Growth estimated to continue for the craft beer market
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- Figure 14: Estimated market value of craft beer market (on-trade and off-trade), RoI, 2012-17
Market Segmentation
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- Lager sales dominate the Irish market
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- Figure 15: Estimated total beer market, by segment, IoI, 2016
- Lager the dominant sector
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- Figure 16: Total lager sales, by value, IoI, off-trade and on-trade, 2011-21
- Stout estimated for 0.4% growth in 2016
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- Figure 17: Total stout sales, by value, IoI, off-trade and on-trade, 2011-21
- The rise in craft beer could spark opportunity for ale
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- Figure 18: Total ale sales, by value, IoI, off-trade and on-trade, 2011-21
Market Drivers
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- Beer duty frozen in NI and RoI
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- Figure 19: UK and RoI excise duty rates per pint of beer (4% ABV) and cider, 2012-16
- Consumption of alcohol decreases in UK and Ireland
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- Figure 20: Average alcohol consumption per person, RoI, 2012-15
- Falls in UK consumption
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- Figure 21: Average alcohol consumption per person, UK (including NI), 2012-14
- ‘Healthy’ finances reach tracker peak
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- Figure 22: How consumers rate their current financial situation, NI and RoI, 2014-16
- Brexit unlikely to have a significant short-term impact
- The continued rise of craft
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- Figure 23: Usage of any beer made by a small producer (ie craft beer eg Galway Bay) and any craft cider (ie made by a small producer) in the last three months, NI and RoI, April 2016
- An embattled on-trade industry
Key Players and Innovations
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- AB InBev and SABMiller join forces
- Diageo launches Smirnoff Cider
- Heineken launches Heineken Light
- Molson Coors acquires rights to Rekorderlig
Who’s Innovating?
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- New beers launched increases by 50% in 2015
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- Figure 24: Number of beer products launched, UK and Ireland, 2010-16
- Ethical claims are at the top
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- Figure 25: Beer products launched, by top five claims, UK and Ireland, 2012-16
- Other fruit ciders show rising popularity
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- Figure 26: Cider products launched, by top flavours, Europe, 2015
- Protein craze could be translated into beer
- Sour beer makes a return
- Subscription beer boxes remain a niche in Ireland
Key Players
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- AB InBev
- Key facts
- Product portfolio
- Brand NPD
- Latest developments
- Diageo
- Key facts
- Product portfolio
- Brand NPD
- Latest developments
- Molson Coors
- Key facts
- Product portfolio
- Brand NPD
- Latest developments
- SABMiller
- Key facts
- Product portfolio
- Brand NPD
- Latest developments
- The Cantrell and Cochrane Group (C&C)
- Key facts
- Product portfolio
- Brand NPD
- Latest developments
- Heineken Ireland
- Key facts
- Product portfolio
- Brand NPD
- Latest developments
- Craft beer and cider companies
- BrewDog
- Key facts
- Product portfolio
- Latest developments
- Carlow Brewing
- Key facts
- Product portfolio
- Brand NPD
- Latest developments
- Hilden Brewery
- Key facts
- Product portfolio
- Latest developments
- Long Meadow
- Key facts
- Product portfolio
- Latest developments
- Porterhouse
- Key facts
- Product portfolio
- Latest developments
- Whitewater Brewery
- Key facts
- Brand NPD
- Product portfolio
- Latest developments
The Consumer – What You Need to Know
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- Lager is the most popular beer
- At the bar is the most popular occasion
- Consumer preferences when drinking beer
- Premium comes at a price
The Consumer – Usage of Beer and Cider
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- Beer drunk more than cider
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- Figure 27: Types of beer consumers have drunk in home or out of home in the last three months, NI and RoI, April 2016
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- Figure 28: Types of cider consumers have drunk in home or out of home in the last three months, NI and RoI, April 2016
- Lager preferred by men
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- Figure 29: Consumers who have drunk lager (eg Harp Heineken) in the last three months, by gender, NI and RoI, April 2016
- More engagement needed with women
- Stout in pubs favoured
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- Figure 30: Where consumers have drunk stout (eg Guinness, Murphy’s) in the last three months, by gender, NI and RoI, April 2016
- Older Millennials (25-34) show a high interest in craft beer
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- Figure 31: Consumers who have drunk any beer made by a small producer (ie craft beer eg Galway Bay) in the last three months, by age, NI and RoI, April 2016
- Apple cider typically appeals to younger consumers
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- Figure 32: Consumers who have drunk apple cider in the last three months, by gender and age, NI and RoI, April 2016
- Younger Millennials favour craft cider
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- Figure 33: Consumers who have drunk any cider made by a small producer (ie craft cider) in the last three months, by gender and age, NI and RoI, April 2016
The Consumer – Occasions for Drinking Beer
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- A pint at the pub is the most popular occasion
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- Figure 34: Occasions on which consumers have drunk beer in the last three months, NI and RoI, April 2016
- Drinking beer at the bar is preferred by men
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- Figure 35: Consumers who have drunk beer in a bar/pub in the last three months, by gender, NI and RoI, April 2016
- UEFA Euro 2016 offers an opportunity for beer
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- Figure 36: Consumers who have drunk beer while watching live sport at a venue or watching a sporting event on TV in the last three months, NI and RoI, April 2016
- Beer popular with meals both in and out of the home
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- Figure 37: Consumers who have drunk beer with a meal at home and out of home in the last three months, NI and RoI, April 2016
The Consumer – Occasions for Drinking Cider
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- Four in 10 consumers drink cider at the bar
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- Figure 38: Occasions on which consumers have drunk cider in the last three months, NI and RoI, April 2016
- At a bar popular among women
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- Figure 39: Consumers who have drunk cider in a bar/pub in the last three months, by gender and age, NI and RoI, April 2016
- Sugar continues to be a threat to cider drinkers
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- Figure 40: Consumers who have drunk cider while relaxing at home (eg watching TV) in the last three months, by age, NI and RoI, April 2016
- Cider a popular drink during barbeques
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- Figure 41: Consumers who have drunk cider at a barbeque in the last three months, by age, NI and RoI, April 2016
The Consumer – Preferences towards Beer
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- Taste is the most influencing purchasing factor
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- Figure 42: Consumers’ preference towards beer, NI and RoI, April 2016
- Irish consumers favour light beer compared to dark beers
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- Figure 43: If consumers prefer light or dark beer, NI and RoI, April 2016
- Men prefer beer with higher ABV
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- Figure 44: If consumers prefer high or low alcohol content in beer, by social class, NI and RoI, April 2016
- Scope to increase appeal of canned beer
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- Figure 45: Consumers who prefer glass bottles when drinking beer, by social class, NI and RoI, April 2016
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- Figure 46: Launches of beer in bottle and can format, June 2011-16
- Flavoured beer appeals to Irish consumers
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- Figure 47: If consumers prefer flavoured (eg fruit or spirit) or unflavoured beer, NI and RoI, April 2016
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- Figure 48: Top five flavours of beer launched in the UK and Ireland beer market, June 2012-16
- Boomers prefer draught compared to bottled
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- Figure 49: Consumers who prefer draught beers, by gender and age, NI and RoI, April 2016
- Made in Ireland is a priority
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- Figure 50: If consumers prefer beer brewed in NI/RoI or brewed abroad, NI and RoI, April 2016
The Consumer – Attitudes towards Beer and Cider
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- Premium comes at a price
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- Figure 51: Agreement with statements relating to beer and cider, NI and RoI, April 2016
- Irish consumers willing to pay more for premium
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- Figure 52: Agreement with the statement ‘I would be interested in trying a beer aged in an oak barrel’, by gender, NI and RoI, April 2016
- Event attendees demand more variety of beers
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- Figure 53: Agreement with the statement ‘I would like to see a wider choice of beer available at festivals/ events (eg more than just a sponsor's beer)’, by age, NI and RoI, April 2016
- New alcohol guidelines could lead to an uptake in low-alcohol beverages
- Non-alcoholic drinks entering the market at a brisk pace
Appendix – Data Sources, Abbreviations and Supporting Information
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- Definition
- Data sources
- Generational cohorts
- Abbreviations
Appendix – The Consumer
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- NI Toluna data
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- Figure 54: Types of beer drunk by consumers in the last three months, by demographics, NI, April 2016
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- Figure 55: Types of beer drunk by consumers in the last three months, by demographics, NI, April 2016 (continued)
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- Figure 56: Types of cider drunk by consumers in the last three months, by demographics, NI, April 2016
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- Figure 57: Where consumers have drunk lager (eg Harp, Heineken) in the last three months, by demographics, NI, April 2016
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- Figure 58: Where consumers have drunk ale/bitter (eg Smithwick’s) in the last three months, by demographics, NI, April 2016
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- Figure 59: Where consumers have drunk any beer made by a small producer (ie craft beer eg Galway Bay) in the last three months, by demographics, NI, April 2016
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- Figure 60: Where consumers have drunk stout (eg Guinness, Murphy’s) in the last three months, by demographics, NI, April 2016
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- Figure 61: Where consumers have drunk alcoholic ginger beer (eg Crabbie’s) in the last three months, by demographics, NI, April 2016
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- Figure 62: Where consumers have drunk fruit-flavoured beer (eg Früli) in the last three months, by demographics, NI, April 2016
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- Figure 63: Where consumers have drunk low-alcohol beer (eg Guinness Kaliber, Carling C2) in the last three months, by demographics, NI, April 2016
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- Figure 64: Where consumers have drunk non-alcoholic beer (eg Beck’s Blue) in the last three months, by demographics, NI, April 2016
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- Figure 65: Where consumers have drunk spirit-flavoured beer (eg Desperados) in the last three months, by demographics, NI, April 2016
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- Figure 66: Where consumers have drunk other types of beer (eg gluten-free beer, wheat beer) in the last three months, by demographics, NI, April 2016
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- Figure 67: Where consumers have drunk low-sugar/low-calorie beer in the last three months, by demographics, NI, April 2016
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- Figure 68: Where consumers have drunk apple cider in the last three months, by demographics, NI, April 2016
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- Figure 69: Where consumers have drunk pear cider in the last three months, by demographics, NI, April 2016
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- Figure 70: Where consumers have drunk any other fruit-flavoured cider (eg strawberry & lime/red grape) in the last three months, by demographics, NI, April 2016
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- Figure 71: Where consumers have drunk any craft cider (ie made by a small producer) in the last three months, by demographics, NI, April 2016
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- Figure 72: Where consumers have drunk any low/non-alcoholic cider in the last three months, by demographics, NI, April 2016
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- Figure 73: Where consumers have drunk low-sugar/low-calorie cider in the last three months, by demographics, NI, April 2016
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- Figure 74: Occasions on which consumers have drunk beer in the last three months, by demographics, NI, April 2016
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- Figure 75: Occasions on which consumers have drunk beer in the last three months, by demographics, NI, April 2016 (continued)
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- Figure 76: Occasions on which consumers have drunk beer in the last three months, by demographics, NI, April 2016 (continued)
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- Figure 77: Occasions on which consumers have drunk cider in the last three months, by demographics, NI, April 2016
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- Figure 78: Occasions on which consumers have drunk cider in the last three months, by demographics, NI, April 2016 (continued)
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- Figure 79: Occasions on which consumers have drunk cider in the last three months, by demographics, NI, April 2016 (continued)
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- Figure 80: Agreement with statements relating to beer, by demographics, NI, April 2016
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- Figure 81: Agreement with statements relating to beer, by demographics, NI, April 2016 (continued)
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- Figure 82: Agreement with statements relating to beer, by demographics, NI, April 2016 (continued)
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- Figure 83: If consumers prefer light or dark beer, by demographics, NI, April 2016
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- Figure 84: If consumers prefer high or low alcohol content in beer, by demographics, NI, April 2016
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- Figure 85: If consumers prefer glass bottles or cans when drinking beer, by demographics, NI, April 2016
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- Figure 86: If consumers prefer beers made by a well-known brand or those made by a smaller brand (eg craft beer), by demographics, NI, April 2016
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- Figure 87: If consumers prefer lower-priced or higher-priced beers, by demographics, NI, April 2016
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- Figure 88: If consumers prefer beers with a high hop or low hop content, by demographics, NI, April 2016
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- Figure 89: If consumers prefer flavoured or unflavoured beers, by demographics, NI, April 2016
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- Figure 90: If consumers prefer beers brewed in NI/RoI or brewed abroad, by demographics, NI, April 2016
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- Figure 91: If consumers prefer high-carbonated or low-carbonated beers, by demographics, NI, April 2016
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- Figure 92: If consumers prefer draught beers or those served in a bottle, by demographics, NI, April 2016
- RoI Toluna data
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- Figure 93: Types of beer drunk by consumers in the last three months, by demographics, RoI, April 2016
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- Figure 94: Types of beer drunk by consumers in the last three months, by demographics, RoI, April 2016 (continued)
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- Figure 95: Types of cider drunk by consumers in the last three months, by demographics, RoI, April 2016
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- Figure 96: Where consumers have drunk lager (eg Harp, Heineken) in the last three months, by demographics, RoI, April 2016
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- Figure 97: Where consumers have drunk ale/bitter (eg Smithwick’s) in the last three months, by demographics, RoI, April 2016
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- Figure 98: Where consumers have drunk any beer made by a small producer (ie craft beer eg Galway Bay) in the last three months, by demographics, RoI, April 2016
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- Figure 99: Where consumers have drunk stout (eg Guinness, Murphy’s) in the last three months, by demographics, RoI, April 2016
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- Figure 100: Where consumers have drunk alcoholic ginger beer (eg Crabbie’s) in the last three months, by demographics, RoI, April 2016
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- Figure 101: Where consumers have drunk fruit-flavoured beer (eg Früli) in the last three months, by demographics, RoI, April 2016
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- Figure 102: Where consumers have drunk low-alcohol beer (eg Guinness Kaliber, Carling C2) in the last three months, by demographics, RoI, April 2016
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- Figure 103: Where consumers have drunk non-alcoholic beer (eg Beck’s Blue) in the last three months, by demographics, RoI, April 2016
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- Figure 104: Where consumers have drunk spirit-flavoured beer (eg Desperados) in the last three months, by demographics, RoI, April 2016
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- Figure 105: Where consumers have drunk other types of beer (eg gluten-free beer, wheat beer) in the last three months, by demographics, RoI, April 2016
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- Figure 106: Where consumers have drunk low-sugar/low-calorie beer in the last three months, by demographics, RoI, April 2016
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- Figure 107: Where consumers have drunk apple cider in the last three months, by demographics, RoI, April 2016
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- Figure 108: Where consumers have drunk pear cider in the last three months, by demographics, RoI, April 2016
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- Figure 109: Where consumers have drunk any other fruit-flavoured cider (eg strawberry & lime/red grape) in the last three months, by demographics, RoI, April 2016
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- Figure 110: Where consumers have drunk any craft cider (ie made by a small producer) in the last three months, by demographics, RoI, April 2016
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- Figure 111: Where consumers have drunk any low/non-alcoholic cider in the last three months, by demographics, RoI, April 2016
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- Figure 112: Where consumers have drunk low-sugar/low-calorie cider in the last three months, by demographics, RoI, April 2016
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- Figure 113: Occasions on which consumers have drunk beer in the last three months, by demographics, RoI, April 2016
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- Figure 114: Occasions on which consumers have drunk beer in the last three months, by demographics, RoI, April 2016 (continued)
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- Figure 115: Occasions on which consumers have drunk beer in the last three months, by demographics, RoI, April 2016
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- Figure 116: Occasions on which consumers have drunk cider in the last three months, by demographics, RoI, April 2016 (continued)
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- Figure 117: Occasions on which consumers have drunk cider in the last three months, by demographics, RoI, April 2016 (continued)
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- Figure 118: Occasions on which consumers have drunk cider in the last three months, by demographics, RoI, April 2016 (continued)
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- Figure 119: Agreement with statements relating to beer, by demographics, RoI, April 2016
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- Figure 120: Agreement with statements relating to beer, by demographics, RoI, April 2016 (continued)
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- Figure 121: Agreement with statements relating to beer, by demographics, RoI, April 2016 (continued)
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- Figure 122: If consumers prefer light or dark beer, by demographics, RoI, April 2016
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- Figure 123: If consumers prefer high or low alcohol content in beer, by demographics, RoI, April 2016
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- Figure 124: If consumers prefer glass bottles or cans when drinking beer, by demographics, RoI, April 2016
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- Figure 125: If consumers prefer beers made by a well-known brand or those made by a smaller brand (eg craft beer), by demographics, RoI, April 2016
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- Figure 126: If consumers prefer lower-priced or higher-priced beers, by demographics, RoI, April 2016
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- Figure 127: If consumers prefer beers with a high hop or low hop content, by demographics, RoI, April 2016
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- Figure 128: If consumers prefer flavoured or unflavoured beers, by demographics, RoI, April 2016
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- Figure 129: If consumers prefer beers brewed in NI/RoI or brewed abroad, by demographics, RoI, April 2016
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- Figure 130: If consumers prefer high-carbonated or low-carbonated beers, by demographics, RoI, April 2016
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- Figure 131: If consumers prefer draught beers or those served in a bottle, by demographics, RoI, April 2016
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