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Sales Of Hard Seltzers Up By 46% In Ireland Last Year, As RTD Category Soars

The ready-to-drink (RTD) spirits category has emerged in Ireland in recent years, and it is set to continue growing in popularity this summer, according to figures compiled by Drinks Ireland.

The category includes hard seltzers and ready-to-drink cocktails, many of which have hit shelves for the first time in recent years.

These drinks took the global market by storm during the pandemic, with the volume of sales up by 14% in 2021 and 26% in 2020.

This trend was mirrored here, according to Drinks Ireland.

Last year, sales of cocktails and long drinks in Ireland grew by 60%, and hard seltzers were up by 46%, the research showed.

Alcohol Consumption Declines 

This comes as overall alcohol consumption continues to decline in Ireland, down by 4.7% between 2020 and 2021, and by 33% since 2001.

The majority of sales were imported RTD products, but a number of local producers have entered the market, with sales of Irish RTD brands up by 7.4% between 2020 and 2021.

One new Irish brand is Little & Green, which produces sparkling canned cocktails using poitín.

Read More: Poitín’s Potential As Cocktail Ingredient Is Key To Future Success, Says ABFI

Colin Staunton, marketing director at Intrepid Spirits, the co-creators of Little & Green, said, “The growth in RTDs as a category is well known, and in mature RTD markets like the US, UK and Japan, they are already in their second and third waves of innovation in this regard. While Ireland is a relatively immature RTD market, we saw that there was demand for an authentic sparkling canned cocktail using ingredients that were formulated specifically for the Irish consumer.

“We are passionate believers in the poitín category, and Little & Green was created with the award-winning team at Bar 1661, home to the world’s largest selection of poitín and the palates behind the best-selling Irish brand, Craft Cocktails.”

Promising Outlook

The RTD market is promising, as Vincent McGovern, director of spirits at Drinks Ireland, has pointed out.

“RTDs are another great innovation in the Irish spirits market that consumers have responded positively to,” McGovern added.

“There are a diverse range of flavours and low-calorie options. We are seeing Irish suppliers jump on this trend, and this is set to continue.”

© 2022 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. For more drinks news, click here. Click sign up to subscribe to Checkout.

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