Drinks Ireland has published new research which shows that 54% of the public say they are consuming less alcohol than they were a year ago.
The research shows that the rise of non-alcohol options continues to accelerate the continued trend towards moderation. According to the Drinks Ireland Beer Market Report that was released in 2025, non‑alcohol 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‑alcohol beer now represents more than 2.5% of the total beer market, which is a 150% increase in just five years. Drinks Ireland said this marks one of the most significant behavioural shifts in Irish drinking culture.
According to the data, 62% of drinkers believe that the greater availability of 0.0% non-alcohol alternatives is resulting in reduced consumption of alcohol beverages. This is up from 47% in September 2023.
“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 54% say they are consuming less alcohol than they were a year ago and 63% agree there has been a clear movement toward ‘less but better’, where consumers are premiumising their choice or experience (up from 47% in June 2023).
Sixty five percent say a desire for a more balanced lifestyle is driving reduced consumption (up from 56% in June 2023).