Our Priorities
The Irish drinks industry is proud of the communities we support in every town and city in the land, as well as the support we give to farmers, whose grain, milk and apples we buy. We are proud too of the world-leading brands we make, which help put Ireland on the map. This publication reflects the fact that Ireland’s attitude to alcohol continues to change and mature.
The policies spelled out in this report are practical, balanced and considered and will support, in turn, a critical Irish industry.
Discover / Our Pillars & Recommendations
Spreading prosperity through Irish communities
Growing the rural economy
An industry rooted in rural Ireland…
- 10,000 people directly employed
- 170,000 employed in the sector
- 300,000 tonnes of grain used from Irish farmers
Key Recommendation
Support the industry’s presence in rural communities throughout Ireland by promoting distillery and brewery experience centres as part of a bespoke Food and Drink tourism strategy, providing employment and guaranteeing investment in every county.
Bringing Irish drinks brand to the world
Driving exports
An exporting industry...
- Drinks exports approaching €2 in billion 2022
- Irish Drinks products are shipped to over 120 markets around the world
- The trend of premiumisation of Irish Drinks gives a strong reputation abroad
Key Recommendation
Support drinks exports by investing in export market development, safeguarding the integrity of the EU single market, encouraging a trade policy that removes tariff barriers and avoids tariff retaliation, preserving our All-Island cross-border supply chains through appropriate rules of origin and protecting our Geographic Indications (GIs) for Irish Whiskey, Irish Cream and Poitín in international markets.
New ways to enjoy what we make
Inspiring Innovation
An innovating industry...
- Ireland produces hundreds of drinks brands
- Number of Irish Drink producers has grown to 250 across Ireland
- Constantly innovation with 0.0% beers and spirits, providing consumer choice
Key Recommendation
Support innovation by ensuring a practical regulatory environment that supports the right to build and grow the zero-alcohol sector through responsible promotion and advertising.
Fostering change in Ireland drinking culture
Promoting responsibility
An industry committed to promoting moderation..
- Consumption in Ireland has decreased by 30% in the last 20 years
- Producers continue to grow 0.0% market with new product offerings
- Comply with the strictest regulation of advertising, promotion and sale of alcohol
Key Recommendation
Support moderation in consumption by recognising that alcohol consumption in Ireland has fallen by 30% in the last twenty years and by adopting evidence-based policies that reflect this new reality. Employ a proper policy of engagement with the industry which has the expertise and market insight to help promote continued moderation.
Delivering on our national climate change targets
Embracing sustainability
A sustainable industry...
- Investing in carbon efficient technology and processes at our sites
- Delivering on circular economy plus reduced and recyclable packaging
- Promoting sustainability initiatives such as the Teagasc Signpost Programme
Key Recommendation
Support continued progress on sustainability by increasing the level and accessibility of grant supports for sustainability investments in distilling and brewing.
Bringing people together
Supporting the experience economy
An industry with people at its heart...
- Irish Drinks industry is at the heart of the experience economy
- Distillery and Brewing visitor centres welcomed 2.4 million visitors
- Irish Drinks industry supports hundreds of festivals, cultural everts and sporting occasions
Key Recommendation
Support our businesses and wider hospitality sector by aligning our excise rates on drinks products with European averages.
