Ireland’s relationship with alcohol is changing. Per-capita consumption of alcohol has fallen by 34% in the last two decades1, 37% of Irish adults say they want to drink less (a 13 point rise from 2020 and the highest number to date)2, and average consumption fell by 4.5% in the past year, down to 9.49 litres of alcohol per adult.3

This shift can be observed in the significant growth of nonalcoholic beer in Ireland. In 2024, sales of non-alcohol beer grew by 25% and production surged by 77%.4 This represents a 150% increase in market share over a five-year period.5

Yet culture is shifting faster in values than in behaviours - especially when it comes to younger generations. The latest Drinkaware barometer found that 54% of 18-24-year-olds say they would like to drink less often, and 57%, have already made small positive changes6.