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Irish Consumers Show Increased Knowledge Of Beer Varieties, Survey Shows

By Donna Ahern
Irish Consumers Show Increased Knowledge Of Beer Varieties, Survey Shows

Irish consumers are becoming increasingly knowledgeable of the different tastes and varieties of beers, research released today by Drinks Ireland/Beer showed.

According to the survey commissioned by the Brussels-based group by the Brewers of Europe, 70% of Irish diners want to see beer menus when they go out for meals, an increase of 7% from 2017.

The Beer Image Tracker, which was conducted by research and insights company The Reputations Institute, found that Irish customers want to increase their knowledge of different varieties of beer.

58% of the respondents said that they want to learn more about appropriate pairing of beer with certain foods, compared to 45% in 2017.

The data showed that 48% of Irish consumers are likely to change the beers they buy depending on the season or time of the year.


“Irish consumers are becoming more savvy about what they’re buying, and this report highlights the long-term market trend to increased sophistication in purchasing habits," Jonathan McDade, head of Drinks Ireland|Beer said.

"Beer is Ireland’s favourite alcohol beverage, but it’s clear that quality and taste is being prioritised over quantity, this is exemplified in the fact that 55% of people pairs food and beer when eating out, compared to 37% when eating at home,” he added.

'Increased Diversification'

McDade noted that there is a huge amount of Irish-made beer products now available on the market and "consumer appetites will continue to drive increased diversification."

"We’d encourage anyone who is dining out to consider some of the great product’s available from Ireland’s beer sector,” he added.

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