Drinks Ireland has published new research that shows that 54% of the public says that it is consuming less alcohol than it was a year ago.
The research shows that the rise of non-alcoholic options continues to accelerate the continued trend towards moderation.
According to the Drinks Ireland Irish Beer Market Report that was released in 2025, non‑alcoholic beer sales grew by 25% in 2024, while production increased by 77%, driven by strong consumer demand and ongoing investment in innovation and brewing capacity.
Non‑alcoholic beer now represents more than 2.5% of the total beer market, which is a 150% increase in just five years.
Drinks Ireland noted that this marks one of the most significant behavioural shifts in Irish drinking culture.
According to the data, 62% of drinkers – up from 47% in September 2023 – believe that the greater availability of 0.0%/non-alcoholic alternatives is resulting in the reduced consumption of alcoholic beverages.
“These findings confirm what we in the industry have been seeing for years, which is a real and measurable shift in how people across Ireland are approaching alcohol,” said Pat Rigney, Drinks Ireland chair and founder of the Shed Distillery in Drumshanbo.
“They are valuing moderation and are adopting a ‘less but better’ mindset.
“People are drinking more consciously and placing greater value on quality, craft, and the overall experience, rather than quantity alone.”
The report also points to a sustained national movement toward more balanced drinking habits.
Ireland’s per-capita alcohol consumption has fallen by 34% over the last two decades, marking a significant cultural shift.
The research shows that 54% say they are consuming less alcohol than they were a year ago, and 63% agree that there has been a clear movement toward ‘less but better’, whereby consumers are premiumising their choice or experience (up from 47% in June 2023).
Sixty-five per cent (65%) say that a desire for a more balanced lifestyle is driving reduced consumption (up from 56% in June 2023).
