Ireland Wine Market Report 2020
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Report Summary
Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Wine – Ireland market, and the behaviours, preferences and habits of the consumer.
Mintel has the answers you’re looking for
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Covered in this report
Irish consumers are most likely to drink wine at home while relaxing or with a meal. There is a preference for red and white wines and these products are most likely bought in a standard 750ml bottle. However, smaller packaging formats and non-alcoholic wines are growing in popularity as consumers look to reduce the amount of alcohol they drink to improve their health and wellbeing.
There is also interest in being able to order wine via delivery services and partnering with such platforms would enable brands to extend their reach within the Irish market to create a convenient new sales channel that will help to boost the overall value of the market.
Expert analysis from a specialist in the field
Written by James Wilson, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The growing popularity of smaller packaging formats in recent years provides brands with opportunities to position ‘single-serve’ bottles of wine as an indulgent and permissible treat that consumers can enjoy with a meal or relaxing at home while moderating the amount of alcohol they drink 
James Wilson
Food & Drink Analyst
Table of Contents
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Overview
- What you need to know
- Issues covered in this Report
- What you need to know
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Executive Summary
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- The market
- Figure 1: Estimated value of wine sales, NI and RoI, 2015-19
- Forecast
- Figure 2: Indexed estimated value of wine sales, NI and RoI, 2015-25
- Market factors
- Price of wine rising in NI, falling in RoI
- RoI has highest excise tax on wine in Europe
- Branded wines favoured by Irish consumers
- Irish consumers remain financially insecure
- Companies, brands and innovations
- The consumer
- Consumers show strong preference for still wines
- Figure 3: Types of wine bought in the last three months, NI and RoI, November 2019
- Bottles are the preferred format when drinking wine
- Figure 4: Formats used when drinking wine in the last three months, NI and RoI, November 2019
- At home a key wine drinking occasion
- Figure 5: Usage occasions for wine, NI and RoI, November 2019
- Consumers prepared to pay more for wines with good vintage
- Figure 6: Factors consumers would be willing to pay more for when buying wine, NI and RoI, November 2019
- Low alcohol appeals to consumers looking to limit alcohol intake
- Figure 7: Agreement with statements relating to attitudes towards sugar and alcohol content in wine, NI and RoI, November 2019
- Flavour descriptors help consumers choose a wine
- Figure 8: Agreement with statements relating to wine packaging, NI and RoI, November 2019
- Consumers tend to stick to the same wine, but are open to products from new regions
- Figure 9: Agreement with statements relating to wine choice behaviours, NI and RoI, November 2019
- Quality of own-label wines seen to be improving
- Figure 10: Agreement with statements relating to wine, NI and RoI, November 2019
- What we think
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The Market – What You Need to Know
- 2019 to see subdued growth in wine sales
- Wine prices falling in RoI but increasing in NI
- Excise tax high on wine across NI and RoI
- Squeeze on Irish consumers’ finances continues
- 2019 to see subdued growth in wine sales
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Market Size and Forecast
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- Irish wine market to see slow growth in 2019
- Figure 11: Estimated total wine sales, by value, IoI, NI and RoI, 2015-25
- Volume sales of wine increase on the back of off-trade promotional activity
- Figure 12: Estimated total wine sales, by volume, IoI, NI and RoI, 2015-25
- Wine sales to grow through to 2025
- Figure 13: Indexed estimated value of wine sales, NI and RoI, 2015-25
- On-trade wine sales flat in 2019
- Figure 14: Estimated on-trade wine sales, by value, IoI, NI and RoI, 2015-25
- Figure 15: Estimated on-trade wine sales, by volume, IoI, NI and RoI, 2015-25
- Off-trade sales to grow
- Figure 16: Estimated off-trade wine sales, by value, IoI, NI and RoI, 2015-25
- Figure 17: Estimated off-trade wine sales, by volume, IoI, NI and RoI, 2015-25
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Market Drivers
- Wine prices rising in NI
- Figure 18: Alcoholic beverage price inflation vs spirit prices, UK (including NI), December 2018-November 2019
- Figure 19: Alcoholic beverage price inflation vs spirit prices, RoI, December 2018-November 2019
- Wine excise rates highest in RoI
- Figure 20: Excise tax per 750ml bottle of still wine and sparkling wine (13% ABV) in selected European countries, in euro, December 2018
- Branded wines popular among Irish consumers
- Figure 21: Consumers’ preferences for branded vs own-label alcoholic drinks, NI and RoI, September 2019
- Branded products account for majority of wine launches
- Figure 22: New wine products launched, branded vs private label, UK and Ireland, 2015-19
- Consumers show preference for non-traditional wine-producing regions
- Figure 23: Percentage share of wine purchased in RoI, 2018
- New alcohol advertising restrictions become law
- Irish consumers have little disposable income
- Figure 24: Financial health of Irish consumers, NI and RoI, November 2018 and November 2019
- Wine prices rising in NI
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Companies and Innovations – What You Need to Know
- NPD high in wine category
- Wine category dominated by sustainability claims
- Brands dominate wine category, but own-label NPD growing
- NPD high in wine category
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Who’s Innovating?
- Wine is the second most innovative drinks category
- Figure 25: Total new alcoholic drinks launched, UK and Ireland, 2015-19
- Figure 26: Total new alcoholic drinks launched, by sub-category, UK and Ireland, 2015-19
- Sustainability a key focus for wine producers
- Figure 27: New wine products launched, by top 10 claims, UK and Ireland, 2015-19
- Bottles dominate wine packaging NPD
- Figure 28: New wine products launched, by top five packaging types, UK and Ireland, 2015-19
- Wine is the second most innovative drinks category
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Companies and Brands – Key Players
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- Distributors
- Barry & Fitzwilliam
- Key facts
- Product portfolio
- Recent developments
- C&C Group Plc
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Irish Distillers
- Key facts
- Product portfolio
- Brand NPD
- Retailers
- Direct Wine Shipments
- Key facts
- Product portfolio
- O’Briens
- Key facts
- Product portfolio
- Recent developments
- JN Wine
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- WineFlair
- Key facts
- Product portfolio
- Recent developments
- Winemark
- Key facts
- Product portfolio
- Recent developments
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The Consumer – What You Need to Know
- Still wines and bottle format popular among Irish consumers
- Consumers show preference for drinking wine at home
- A good vintage worth paying more for
- Low-alcohol wine appeals to consumers looking to reduce alcohol intake
- Small bottles could boost in-home drinking occasion
- Consumers open to trying wines from different regions
- Ordering wine on delivery service appeals to Irish consumers
- Still wines and bottle format popular among Irish consumers
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Usage of Wine
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- Still wines favoured by Irish consumers
- Figure 29: Types of wine bought in the last three months, NI and RoI, November 2019
- Usage of wine tied to age
- Figure 30: Types of wine bought in the last three months, by age, NI, November 2019
- Figure 31: Types of wine bought in the last three months, by age, RoI, November 2019
- Wine popular among NI men
- Figure 32: Types of wine bought in the last three months, by gender, NI and RoI, November 2019
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Format Preferences
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- Bottles the preferred wine format
- Figure 33: Formats used when drinking wine in the last three months, NI and RoI, November 2019
- Older consumers drinking wine from standard bottles
- Figure 34: Usage of standard bottle (750ml) when drinking wine in the last three months, by age, NI and RoI, November 2019
- Figure 35: Usage of small bottle (eg 187ml or less) when drinking wine in the last three months, by age, NI and RoI, November 2019
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Occasions for Drinking Wine
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- Wine most likely to be drunk at home
- Figure 36: Usage occasions for wine, NI and RoI, November 2019
- Higher-income consumers drinking wine across different occasions
- Figure 37: Usage occasions for wine, by social class, NI and RoI, November 2019
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Motivations to Buy Wine
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- Consumers willing to pay more for good vintage and country of origin
- Figure 38: Factors consumers would be willing to pay more for when buying wine, NI and RoI, November 2019
- Younger consumers will pay more for award-winning wine
- Figure 39: Consumers who would be willing to pay more for award-winning wine, by age, NI and RoI, November 2019
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Attitudes towards Sugar and Alcohol Content in Wine
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- Consumers interested in low-alcohol wine to limit alcohol intake
- Figure 40: Agreement with statements relating to attitudes towards sugar and alcohol content in wine, NI and RoI, November 2019
- Low-alcohol wines appeal to young consumers
- Figure 41: Agreement with the statement ‘I would be willing to switch to low-alcohol wines to help limit my overall intake’, by age, NI and RoI, November 2019
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Attitudes towards Wine Packaging
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- Consumers find wine flavour descriptors helpful
- Figure 42: Agreement with statements relating to wine packaging, NI and RoI, November 2019
- A wider range of smaller bottles appeals to parents
- Figure 43: Agreement with the statement ‘A wider range of smaller-sized bottles (eg half size) would make me drink wine at home more often’, by presence of children in the household, NI and RoI, November 2019
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Important Choice Factors
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- Consumers stick to same variety, but are open to wines from different regions
- Figure 44: Agreement with statements relating to wine choice behaviours, NI and RoI, November 2019
- Women tend to choose the same wine variety
- Figure 45: Agreement with the statement ‘I generally stick to the same variety of wine’, by gender, NI and RoI, November 2019
- Figure 46: Agreement with the statement ‘I like trying wines from countries I haven’t had before’, by gender, NI and RoI, November 2019
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Attitudes towards Wine
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- Consumers interested in ordering wine via delivery services
- Figure 47: Agreement with statements relating to wine, NI and RoI, November 2019
- Ordering wine via delivery services appeals to men
- Figure 48: Agreement with the statement ‘I would like to be able to order wine via delivery services (eg Deliveroo)’, by gender, NI and RoI, November 2019
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Appendix – Data Sources, Abbreviations and Supporting Information
- Data sources
- Market size rationale
- Generational cohort definitions
- Abbreviations
- Data sources
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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