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Ireland Beer Market Insights 2013

Ireland beer market: Guinness still the largest single brand in Ireland

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2014-01-30 17:37:03 - Ireland Beer Market Insights 2013 - a new market research report on

It was generally a tough year for the Ireland beer market in 2012, with VAT rising from 21% to 23% in January 2012 and excise duty rising at the end of the year in December. The Irish economy has suffered since 2008 with the banking crisis and credit crunch leading to a big fiscal deficit and the virtual collapse of the economy. Despite assistance from supranational bodies, the Irish economy remains depressed as a result of low consumer confidence and large cuts in public expenditure.

Irish supermarkets continued to promote premium and mainstream brands as store traffic generators, often as loss leaders. Irish consumers are drinking more at home and taking advantage of promotional offers on premium and mainstream beer.

Although the



iconic Guinness brand leads the stout market and is still the biggest single brand in Ireland, the stout market itself continued to decline in 2012. Although the growth in lager was somewhat flat in 2012 it still is the main driver in the overall beer market.

At present there are only two major brewers in Ireland; namely Diageo Ireland and Heineken Ireland and between them the companies account for over half of the Irish beer market.

Whilst levels of beer consumption have been falling in Ireland for some time, there is a definite trend for premium and super premium beers, many of which are imported.

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