In Ireland, we have somewhat of a reputation for our alcohol consumption – Who of us has not rolled our eyes at a drunk and raving Irish character in a Hollywood film? – and while pub culture is still significant in Ireland, alcohol is becoming a less important aspect of it.
Over the past 20 years, drinking has seen a steady decline.
In August, the BBC covered this fall in drinking with a story titled ‘Why are people in Ireland drinking less alcohol?’
Bar manager Barry Reilly from Carlingford, Co. Louth, is quoted for his observation on this change, saying, “You would get boys coming in on a Saturday for two pints before going and playing a football match. You don’t get that now.
“People are more health-conscious.”
Changing Priorities
The article notes that – according to a report by the Drinks Industry Group of Ireland (DIGI) – since the peak of 2001, average per-adult alcohol consumption in the country has declined by 31% over the past 20 years.
The Covid-19 pandemic, no doubt, had an impact on the current interest in sober living, particularly among younger people.
Due to restrictions, some Gen Z consumers would have missed out on early drinking experiences, and as older consumers perhaps drank more during lockdowns, thus, social lives and attitudes towards drinking were changed.
There was also an increased emphasis on health, and as people found new ways to socialise, they did not go all the way back to how it was before.
Price, too – due to high alcohol taxes and increased hospitality costs – has caused shoppers to reconsider where they spend their money.
A growing conversation on mental health has also prompted consumers to practise moderation, forgoing hangovers and ‘the fear’, as the benefits outweigh the downsides.
Culture
However, with pub culture still popular and the Irish tradition of enjoying a drink still prevalent, no- and low-alcoholic (nolo) drinks are growing in popularity.
Since launching in Ireland in 2018, Heineken has invested over €30 million in its 0.0 offering, Guinness 0.0 is available on draught across the country, and retailers are using Dry January to highlight their nolo offerings.
Actor Tom Holland noted the social benefit of a nolo alternative when he quit drinking for Dry January one year and decided to never drink again.
Holland – now promoting his own non-alcoholic beer, Bero – told Fast Company that soft drinks or water can make someone who is not drinking stand out in a social setting.
He said, “I think it’s unfair to a sober or sober-curious person because it makes you feel you are standing out, when all you really want to do is blend in.”
In October, we covered the rise of
However, with pub culture still popular and the Irish tradition of enjoying a drink still prevalent, no- and low-alcoholic (nolo) drinks are growing in popularity.
Since launching in Ireland in 2018, Heineken has invested over €30 million in its 0.0 offering, Guinness 0.0 is available on draught across the country, and retailers are using Dry January to highlight their nolo offerings.
Actor Tom Holland noted the social benefit of a nolo alternative when he quit drinking for Dry January one year and decided to never drink again.
Holland – now promoting his own non-alcoholic beer, Bero – told Fast Company that soft drinks or water can make someone who is not drinking stand out in a social setting.
He said, “I think it’s unfair to a sober or sober-curious person because it makes you feel you are standing out, when all you really want to do is blend in.”
In October, we covered the rise of sober curiosity and the ways in which brands were reaching out to consumers through marketing.
However, in 2025, the nolo trend is in motion, and brands and retailers will have to shift their focus to products in an increasingly competitive market.
Consumers will be more concerned with taste, quality and price, as the market expands and the interest shifts further from alcohol.
As Heineken covered in its new 0.0 campaign, there are endless reasons why someone may not drink alcohol, the most common being that maybe that person doesn’t want to.
The nolo trend will only rise in 2025, and the key for retailers and venues alike is to move past the why and onto why not?
Read More: Heineken 0.0 On Draught To Reach 3,000 Irish Pubs By End Of 2025
