Irish adults have reduced their alcohol consumption by almost 5 percent over the past year, continuing a downward trend that has persisted for more than two decades, according to new research.
A report by economist Anthony Foley found that average alcohol consumption per adult fell by 4.5 percent last year to 9.49 litres of pure alcohol. This represents a dramatic decline of more than one-third (34.3 percent) since 2001, when consumption levels were significantly higher.
Total alcohol consumption in Ireland dropped by 2.4 percent last year to 41.5 million litres. When adjusted for Ireland’s growing population, which increased by 2.3 percent in 2024, the per-person reduction in alcohol intake reaches 4.5 percent.
The findings challenge long-held perceptions about Irish drinking habits and align with recent international data suggesting Ireland’s alcohol consumption has reached average European levels. OECD figures for 2022 showed Irish consumption trailing behind countries including France, Spain, and Austria, while a Health Research Board report last year confirmed Ireland’s consumption rates were typical by EU and OECD standards.
The research also reveals evolving drinking preferences among Irish consumers. Beer maintained its position as Ireland’s most popular alcoholic beverage, increasing its market share to 43.3 percent despite an overall decline in beer consumption. Wine secured second place with a 28.2 percent market share in 2024, representing a significant rise from just 13.2 percent in 2000.
Spirits saw their market share decline to 22.3 percent, while cider fell to 6.1 percent, reflecting changing consumer tastes and preferences.
The report was commissioned by the Drinks Industry Group of Ireland (Digi), whose leaders argue the data demonstrates increasingly moderate drinking patterns and supports calls for reduced taxation on alcohol.
Donall O’Keefe, Digi secretary and chief executive of the Licensed Vintners Association, said the findings reflect a consistent 25-year trend toward more restrained alcohol consumption.
“Today’s figures offer clear proof of what many of us already know – Irish people are increasingly drinking in a restrained manner, with consumption continuing the downward trajectory that has been recorded since the millennium,” O’Keefe stated.
He challenged Ireland’s current tax policy, noting that “this downward trend also raises the obvious question as to why Ireland continues to have the second-highest excise rates on alcohol in Europe.”
O’Keefe argued that since Ireland now consumes alcohol at average European levels, “it makes sense that we should pay excise at average European levels also.” He pointed to the recent introduction of minimum unit pricing, which prevents the sale of strong alcohol at low prices in retail outlets, as additional justification for tax reform.
The industry representative highlighted the broader economic pressures facing hospitality businesses, stating that “across Ireland, hundreds of small rural pubs and restaurants are struggling for survival due to repeated increases in the cost of doing businesses, including staff, energy and insurance.”
He argued that an excise reduction would help these establishments continue serving as “vital hubs in their communities, as well as a crucial part of our tourism product.”
Digi plans to lobby for a 10 percent cut in excise duty in this year’s budget as what O’Keefe termed “an urgent measure to give these businesses a fighting chance of survival.”
The report was compiled by Professor Foley, associate professor emeritus at Dublin City University, using data from CSO population and migration estimates for April 2024 and Revenue Commissioners’ alcohol clearances data.
The findings contribute to an ongoing debate about Ireland’s relationship with alcohol, taxation policy, and the economic sustainability of the hospitality sector amid changing consumer behaviors and increased business costs.