Restaurants: Spirits build back in Ireland as consumers diversify their dayparts
- InsightTrendsWorld
- 3 hours ago
- 10 min read
Why it is the topic trending:
Post-Economic Pressure Recovery: The article discusses how Irish consumers are starting to spend more on going out for drinks as pressure on their finances eases, marking a shift from previous trends.
Diversification of Drinking Occasions: There's a notable trend of consumers embracing a wider range of times to go out, including late-night, indicating a change in social habits.
Growth in Spirits Sales: The spirits category in Ireland is experiencing a positive growth in both value and volume, highlighting a recovering market.
Return to Pre-Pandemic Socializing: The increase in late-night outings signifies a return to pre-COVID-19 socializing patterns.
Impact of Office Return: The return of workers to offices is boosting after-work drinks, especially on Fridays, showing the influence of work routines on social activities.
Overview:
The article analyzes the recovering on-premise (pubs, bars, restaurants) drinks market in Ireland, revealing that consumers are diversifying their outings across different times of the day as financial pressures ease. This has led to an uptick in late-night socializing and after-work drinks, contributing to a positive growth in the spirits category. The analysis highlights changing consumer behaviors and preferences, offering insights for drinks suppliers and venue operators looking to capitalize on these trends.
Detailed Findings:
37% of Irish consumers reported going out to eat and drink more in 2024 than in 2023.
The on-premise market saw an 8.4% increase in sales by value in 2024, despite a small drop in volume.
The percentage of people severely impacted by the cost of living crisis in Ireland decreased from 34% in September 2023 to 20% in September 2024.
Late-night occasions are seeing a resurgence, with 49% of consumers visiting pubs, bars, and restaurants in the late evening and 16% staying out late night in 2024, showing year-on-year increases.
Dayparts like lunchtime and mid-afternoon have lost some share after gaining popularity during COVID-19.
High tempo drinks accounted for 8% of all on-premise occasions in 2024, up 1 percentage point from 2023.
Nightclubs saw an 8% share of venues visited, a 4 percentage point increase year-on-year.
After-work drinks, particularly on Fridays, have increased due to more people returning to offices.
The volume and value of spirits sales in Ireland climbed by 0.4% and 9.8% respectively in 2024.
Vodka, gin, whiskey, and tequila all increased their share of consumer choices for high tempo occasions.
21% of consumers typically drink shots when out, up 2 percentage points year-on-year, driven by new layered shot serves.
The number of consumers buying neat spirits rose by 7 percentage points to 19%.
Key Takeaway:
The easing of financial pressure on Irish consumers is leading to a diversification of their on-premise socializing habits, with a notable resurgence in late-night outings and after-work drinks. This shift is driving growth in the spirits market, offering new opportunities for suppliers and operators who can effectively target these evolving consumer preferences across different dayparts.
Main Trend:
"Ireland's Social Hour Diversification"
Description of the Trend:
This trend describes the shifting patterns in how Irish consumers are choosing to socialize and enjoy drinks outside of the home. After a period of economic constraint and altered social habits, there is a noticeable movement towards embracing a wider variety of times and occasions for on-premise visits, extending beyond traditional evening hours to include a resurgence in late-night outings and a boost in after-work gatherings, signaling a more dynamic and varied social scene.
What is Consumer Motivation:
Consumer motivation includes:
Increased Financial Confidence: As the impact of the cost-of-living crisis lessens, people feel more comfortable spending on socializing.
Desire for Extended Social Time: Consumers are showing a greater inclination to stay out later and enjoy longer evenings in pubs, bars, and restaurants.
Return to Pre-Pandemic Norms: The resurgence of late-night socializing reflects a return to established social behaviors before the pandemic.
Post-Work Social Connection: The return to offices is driving a desire for in-person social interaction after work hours.
Seeking Variety in Outings: Consumers are diversifying their choices of venues and the times they go out, including higher-tempo environments and nightclubs.
What is Driving Trend:
The trend is driven by:
Easing Economic Pressures: A decrease in the number of people severely impacted by the cost of living crisis.
Return to Office Work: More people working from physical office locations increases opportunities for after-work socializing.
Pent-Up Demand for Late-Night Socializing: After restrictions and concerns related to the pandemic, there's a renewed desire for late-night experiences.
Venue and Supplier Adaptation: On-premise venues and drink suppliers are likely adapting to cater to these evolving consumer preferences.
What is Motivation Beyond the Trend:
Beyond the immediate drivers, this trend might reflect:
A Strong Social Culture in Ireland: Socializing in pubs and bars is deeply ingrained in Irish culture.
Desire for Connection and Community: People are seeking opportunities to connect with others in social settings.
Description of Consumers Article is Referring To:
The article refers to consumers in Ireland (both Republic and Northern Ireland) who frequent on-premise venues like pubs, bars, and restaurants.
Age: Not specified, but the diversification across dayparts suggests a broad age range, with late-night possiblyskewing younger and after-work drinks appealing to working professionals.
Gender: Not specified as a differentiating factor.
Income: Likely a factor, as the easing of financial pressure is a key driver, suggesting consumers across different income levels are feeling more comfortable spending.
Lifestyle: Includes individuals who enjoy socializing outside of the home and are now exhibiting a greater willingness to do so across various times of the day.
Conclusions:
Irish consumers are displaying a renewed confidence in socializing outside the home, leading to a diversification of their on-premise visits across different times of the day and a resurgence in late-night occasions. This is positively impacting the spirits market and offers valuable insights for businesses in the drinks and hospitality sectors.
Implications for Brands (Spirits Suppliers):
Targeted Marketing by Daypart: Spirits brands can tailor their marketing efforts to specific dayparts and occasions, such as promoting vodka, gin, whiskey, and tequila for high-tempo and late-night settings.
Capitalize on Shot Popularity: The increased interest in shots, particularly layered ones, presents an opportunity for innovative product offerings and promotions.
Promote Neat Spirits: The rise in neat spirit consumption suggests a market for premium and high-quality spirits.
Implication for Society:
The trend indicates a positive shift in consumer confidence and a return to more vibrant social activities within Irish communities.
Implications for Consumers:
Consumers have more opportunities to enjoy socializing at different times of the day, aligning with their diverse schedules and preferences.
Implication for Future:
The diversification of social hours in Ireland is likely to continue, provided economic conditions remain stable. This could lead to further innovation and tailored offerings from the drinks and hospitality industries.
Consumer Trend (Name):
"The Flexible Social Calendar"
Consumer Trend (Detailed Description):
This trend describes consumers adopting a more flexible approach to their social outings, no longer confining socializing primarily to traditional evening hours but rather spreading their on-premise visits across various times of the day, including lunchtime, mid-afternoon, after-work, late evening, and late night, driven by factors like easing economic pressures and a desire for diverse social experiences.
Consumer Sub Trend (Name):
"The Late-Night Social Renaissance"
Consumer Sub Trend (Detailed Description):
This sub-trend highlights the significant resurgence of late-night socializing in pubs, bars, and restaurants, indicating a renewed consumer appetite for extended evening and nighttime social experiences after a period of decline.
Big Social Trend (Name):
"The Rebound of Social Engagement"
Big Social Trend (Detailed Description):
Following periods of restrictions and economic hardship, there's a societal trend towards a rebound in social engagement and a renewed emphasis on in-person interactions and shared experiences outside the home.
Worldwide Social Trend (Name):
"Daypart Diversification in On-Premise Consumption"
Worldwide Social Trend (Detailed Description):
Across various regions, consumers are increasingly diversifying their on-premise consumption habits, seeking social experiences across a broader range of dayparts, influenced by factors like changing work patterns and lifestyle preferences.
Social Drive (Name):
"Seeking Social Connection and Enjoyment Outside Traditional Hours"
Social Drive (Detailed Description):
The underlying social drive is the fundamental human need for social connection and enjoyment, with consumers now feeling more empowered and inclined to seek these experiences at times that suit their individual circumstances and preferences, beyond conventional social calendars.
Learnings for Brands to Use in 2025:
Irish consumers are increasingly socializing across different times of the day.
Late-night and after-work hours present significant opportunities.
Spirits consumption is on the rise, particularly vodka, gin, whiskey, and tequila.
Shots and neat spirits are gaining popularity.
Strategy Recommendations for Brands to Follow in 2025:
Tailor marketing campaigns to specific dayparts and social occasions.
Develop promotions and offerings that cater to late-night and after-work crowds.
Highlight the versatility of vodka, gin, whiskey, and tequila for various drinks and occasions.
Consider developing or promoting innovative shot serves and premium neat spirit options.
Final Sentence (Key Concept) Describing Main Trend:
"Ireland's Social Hour Diversification" signifies a dynamic shift in Irish consumer behavior, with a greater embrace of socializing across various dayparts, fueled by easing economic pressures and a renewed appetite for diverse on-premise experiences.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It:
To benefit from "The Flexible Social Calendar" trend in Ireland in 2025, drinks suppliers and on-premise venue operators should adapt their strategies to cater to the diversification of consumer socializing habits across different dayparts, focusing on creating tailored offerings and promotions that align with the specific preferences and needs of customers during various times of the day and night. This can be achieved by:
Developing Daypart-Specific Promotions: Create targeted promotions and special offers that are relevant to different times of the day, such as lunchtime specials, after-work happy hour deals, and late-night drink features.
Tailoring Venue Atmosphere: Adjust the ambiance and offerings of venues to suit the different types of social occasions happening throughout the day and night. This might involve different music, lighting, and staffing levels.
Marketing Through Daypart-Relevant Channels: Utilize digital and traditional marketing channels to reach consumers at times when they are most likely to be considering going out, such as promoting after-work drinks on weekday afternoons or late-night specials in the evening.
Offering a Diverse Range of Drink Options: Ensure a wide selection of beverages, including spirits, cocktails, shots, and neat spirit options, to cater to the varied preferences of consumers across different dayparts.
Leveraging Data and Insights: Utilize consumer research data to understand the specific preferences and behaviors of customers during different times of the day to inform targeted strategies and offerings.
Final Note:
Core Trend: Ireland's Social Hour Diversification
Detailed Description: Irish consumers are increasingly socializing across a wider range of dayparts as economic pressures ease.
Core Strategy: Tailor Offerings and Marketing to Different Dayparts
Detailed Description: Drinks suppliers and venues should adapt their strategies to cater to the specific needs and preferences of consumers socializing at various times of the day.
Core Industry Trend: Recovery and Evolution of the On-Premise Market
Detailed Description: The on-premise market in Ireland is recovering and evolving, with consumer behavior shifting towards more flexible socializing habits.
Core Consumer Motivation: Seeking Social Connection and Enjoyment at Diverse Times
Detailed Description: Consumers are motivated by a desire for social connection and enjoyment outside of traditional hours, driven by increased financial confidence and a return to pre-pandemic behaviors.
Final Conclusion:
The evolving social habits of Irish consumers present a dynamic landscape for the drinks and hospitality industries. By understanding and adapting to the diversification of socializing across different dayparts, businesses can create more targeted and effective strategies to engage with customers, boost brand engagement, and capitalize on the recovering market.
Core Trend Detailed: Ireland's Social Hour Diversification
Description: This core trend describes the evolving social habits of consumers in Ireland who are increasingly choosing to go out for drinks and meals across a wider range of dayparts and occasions. This shift represents a departure from more traditional patterns of primarily evening socializing and indicates a newfound flexibility and willingness to engage with on-premise venues throughout the day and into the late night. This diversification is fueled by a combination of factors, including an easing of financial pressures, a return to office work, and a potential pent-up demand for varied social experiences following periods of restrictions and economic constraint.
Key Characteristics of the Trend (summary):
Increased Socializing Across Dayparts: Consumers are going out for drinks and meals at more diverse times.
Resurgence of Late-Night Occasions: After a drop-off, late-night socializing is seeing a recovery.
Growth in After-Work Drinks: The return to offices is boosting social activity after the workday, especially on Fridays.
Shifting Share of Dayparts: While late-night and after-work are growing, daytime occasions that were popular during COVID-19 are now seeing a slight decrease in share.
Impact on Spirits Consumption: The diversification of social hours is influencing the types and volume of alcoholic beverages consumed.
Market and Cultural Signals Supporting the Trend (summary):
Increased Frequency of Outings: A significant percentage of consumers report going out more often than the previous year.
Rise in On-Premise Sales Value: Despite a slight dip in volume, the value of sales in pubs, bars, and restaurants has increased.
Decreasing Impact of Cost of Living Crisis: Fewer people are reporting severe financial impact, allowing for more discretionary spending on socializing.
Specific Growth in Late-Night and Nightclub Attendance: Data shows a clear year-on-year increase in consumers staying out later.
Correlation with Return to Office: The rise in after-work drinks coincides with more workers returning to physical office locations.
How the Trend Is Changing Consumer Behavior (summary):
More Flexible Social Planning: Consumers are less likely to confine their social outings to traditional weekend evenings.
Increased Spending on Late-Night Entertainment: A renewed willingness to participate in late-night socializing and visit nightclubs.
Integration of Socializing with Work Routines: Incorporating after-work drinks into their weekly schedules.
Exploring Different Types of Venues and Occasions: Diversifying their choices of where and when they socialize.
Potentially Altering Alcohol Consumption Patterns: Preferences for different types of drinks may vary depending on the daypart and occasion.
Implications Across the Ecosystem (summary):
For Brands (Drinks Suppliers): Opportunities to target consumers at specific times with relevant products and marketing. Need to consider how different spirits and serves align with various dayparts.
For Retailers (On-Premise Venues): Need to adapt staffing, offerings, and ambiance to cater to a more diverse flow of customers throughout the day and night. Potential to capitalize on late-night demand and after-work crowds.
For Consumers: Greater flexibility in their social lives and more opportunities to connect with others at times that suit their schedules and preferences.
Strategic Forecast: The trend of social hour diversification in Ireland is likely to continue as long as economic conditions remain stable and the return to more normalized social patterns progresses. On-premise venues and drinks suppliers that are agile and responsive to these evolving consumer behaviors will be best positioned to capitalize on the opportunities presented by a more dynamic and varied social scene.
Final Thought: The shift towards a more diversified social calendar in Ireland signals a positive recovery and evolution in consumer behavior, reflecting both an increased financial comfort and a desire for more flexible and varied social experiences outside the home, offering a promising outlook for the on-premise and drinks industries.
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