Wine Remains Ireland’s Second Favourite Alcohol Beverage

Shifting Trends of Moderation and Premiumisation Evident in latest Report

While the wine category has been facing some challenging market conditions globally, there was some positive news for wine sales in Ireland last year, with sales volumes rising by nearly 7%, to over 9 million cases. According to the latest Wine Report from Drinks Ireland, wine remains the nations’ second most popular alcohol beverage, with only beer commanding a larger portion of the market.

Wine’s share in the overall drinks market grew by 5.9% in 2023, reaching 28.3%, following a period of stagnant sales in 2022 and a decline in 2021. This resurgence in wine sales comes in contrast to decreases seen in other alcohol categories last year.

The data in the report should be viewed in the context of a significant overall decline in alcohol consumption, with per capita drinking in Ireland having dropped by over 30% in the past 20 years. This is driven by a "less but better" approach in consumer behaviour and marked difference in attitudes to alcohol among Gen Z.

The report shows:

• Chile maintained its lead as the most popular wine country of origin for Irish consumers in 2023, commanding a 25.3% market share.

• It was followed by Spain, Australia, and France. Meanwhile, New Zealand saw the largest growth in market share in 2023.

• Accounting for 48% of the market, white wine continues to be the nation’s favourite, ahead of red by four percentage points.

The Irish wine trade made a substantial contribution to the exchequer, generating €395 million in excise duty alone in 2023. Over the past decade, the industry has contributed €4.1 billion in excise to the Irish economy. However, Ireland continues to have the second-highest excise rate on still wine in the EU, with consumers paying €3.19 per standard bottle (13% ABV). For sparkling wine, the excise is even higher, at €6.37 per bottle.

While Budget 2025 did not reduce excise levels, Drinks Ireland | Wine is calling on the government to align Ireland’s excise rates with EU norms.

Speaking on the report, Cormac Healy, Director of Drinks Ireland said: “The improvement in wine sales figures in 2023 is encouraging for the category, especially following some relatively poor performances in recent years. Given wine’s popularity, the patterns we’re seeing in how customers enjoy the beverage speak volumes about broader trends in the Irish market. As consumer behaviour shifts, we’re noticing a distinct movement towards moderation, with a ‘less but better’ approach driving preferences. People are increasingly choosing quality over quantity, opting for premium and sustainable options. This trend is particularly strong among younger generations, such as Gen Z.”