Table of Contents
Executive Summary
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- The market
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- Figure 1: Estimated total beer market, by segments, NI and RoI, 2014
- Forecast
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- Figure 2: Indexed beer value sales, IoI, on-trade and off-trade, 2009-19
- Market factors
- Beer prices increase between 2008 and 2014
- Alcohol consumption declines
- Key 18-24 target market migrating
- Craft beer providers expected to increase by 71% by 2015
- Pubs and restaurants key foodservice channels
- Companies, brands and innovations
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- Figure 3: Indexed level of flavoured vs unflavoured new product launches to European beer market, 2009-14
- The consumer
- Lager – The dominant type of beer drunk in the last six months
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- Figure 4: Types of beer that consumers have drunk in the last six months, by location, NI and RoI, April 2014
- Lager seen as the most sociable beer and craft beer as the most expensive – But worth paying more for
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- Figure 5: Qualities associated with different types of beer, NI, April 2014
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- Figure 6: Qualities associated with different types of beer, RoI, April 2014
- Bottles preferred to cans
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- Figure 7: Agreement with statements relating to beer, NI and RoI, April 2014
- What we think
Issues and Insights
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- What impact has craft beer had on the Irish beer market?
- The facts
- The implications
- How can beer brands attract more female drinkers?
- The facts
- The implications
- What bearing does packaging have on a consumer’s choice of beer?
- The facts
- The implications
- What role does foodservice play in boosting usage of beer in Ireland?
- The facts
- The implications
- What impact do lower levels of disposable income have on consumers when choosing to drink beer?
- The facts
- The implications
Trend Application
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- Trend: Locavore
- Trend: Minimize Me
- Trend: Help Me Help Myself
Market Overview
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- Key points
- Excise tax on beer increased 13% between 2008-14
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- Figure 8: UK and RoI excise duty rates for pint of beer (4% ABV), 2008-14
- RoI sees excise increase 43% between 2012 and 2014
- Beer prices increase between 2008 and 2013
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- Figure 9: Indexed growth of consumer prices for all items, beer sold via off-licenses and beer sold via licensed premises, RoI, 2008-14
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- Figure 10: Indexed growth of consumer prices for all items and beer (sold via off-license and licensed premises), UK (including NI), 2008-13
- Low disposable income an issue for NI and RoI consumers
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- Figure 11: Indexed value changes in net incomes, cost of living and discretionary income, NI, 2008-18
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- Figure 12: Financial health of Irish consumers, NI and RoI, April 2014
- Alcohol consumption levels decline
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- Figure 13: Litres of pure alcohol consumed by adults per annum, RoI, 1990, 2001, 2012 and 2013
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- Figure 14: Proportion of UK (including NI) consumers who drank alcohol in the last week, UK, 2008-12
- Migration taking toll on beer usage in RoI
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- Figure 15: Indexed estimated migration for RoI, 2008-13
- Migration grew in NI also
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- Figure 16: Indexed estimated migration for NI, 2008-13
- Craft beer a growing segment of the market
- Established craft brewers expanding
- Changing tastes helping to boost craft beers
- Restaurants and pubs are key foodservice establishments in Ireland
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- Figure 17: top five foodservice establishments (dine in) used in the last three months, NI and RoI, March 2014
- Visitors to Ireland prefer pubs for eating out
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- Figure 18: Foodservice establishments that overnight visitors to NI used, 2011
- Figure 19: How visitors to Ireland spent their money, IoI, 2012
Competitive Context
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- Key points
- Cider market suffers similar decline to beer
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- Figure 20: Total cider market value, by on-trade and off-trade, NI and RoI, 2009-19
- Cider exhibits strong in-home usage
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- Figure 21: Types of cider drunk in the last 12 months, by location, NI and RoI, January 2014
- Increased taxation of wine in RoI impacting on-trade market
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- Figure 22: Total wine sales, by value, on-trade and off-trade, IoI, NI and RoI, 2009-19
Strengths and Weaknesses
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- Strengths
- Weaknesses
Market Size and Forecast
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- Key points
- Beer market growth to become static
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- Figure 23: Total beer sales, by value, IoI, NI and RoI, 2009-19
- Figure 24: Total beer value, by on-trade and off-trade, IoI, 2009 and 2014
- NI and RoI off-trade sector grows, but independent off-licenses losing out to supermarkets
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- Figure 25: Total off-trade beer sales, by value, IoI, NI and RoI, 2009-19
- On-trade sales continue to decline in 2014
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- Figure 26: Total on-trade beer sales, by value, IoI, NI and RoI, 2009-19
- Figure 27: Indexed Total on-trade beer value sales, NI and RoI, 2009-19
- Craft beer could help shore up falling revenues
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- Figure 28: Estimated market value of craft beer market (on-trade and off-trade), IoI, NI and RoI, 2011-14
- Volume sales
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- Figure 29: Total beer sales, by volume, IoI, NI and RoI, 2008-19
- Figure 30: Total beer sales, by volume, on-trade and off-trade, IoI, 2008-19
Market Segmentation
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- Key points
- Lager – The most valuable segment of the Irish beer market
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- Figure 31: Estimated total beer market, by segments, IoI, 2014
- Lager off-trade growth driven by value propositions
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- Figure 32: Total on-trade and off-trade lager sales, by value, NI and RoI, 2009-19
- Stout underperformed in 2013 due to hot summer
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- Figure 33: Total on-trade and off-trade stout sales, by value, NI and RoI, 2009-19
- Stout suffering in off-trade too
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- Figure 34: Indexed off-trade stout sales, by value, NI and RoI, 2009-19
- Ale sees strong growth, but from a low base
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- Figure 35: Total on-trade and off-trade ale sales, by value, NI and RoI, 2009-19
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- Figure 36: Indexed growth of off-trade sales of lager, stout and ale, IoI, 2009-19
Companies and Innovations
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- Key points
- Innovations
- Ethical and environmentally friendly package claims continue to lead the way while premium beer launches rise
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- Figure 37: Beer products launched by claim, UK and Ireland, 2009-14
- Bottled beers account for 75% of new beer launches
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- Figure 38: New product launches to European beer market, by packaging type, 2009-14*
- Marked increase in flavoured beer launches
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- Figure 39: Indexed level of flavoured vs unflavoured new product launches to European beer market, 2009-14
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- Figure 40: Top ten flavours of product launches for the European beer market, 2009-14
- Fruit flavoured beers gear up for summer 2014
- Irish craft beer launches focus on local origins
- Companies – Major breweries
- AB InBev
- Diageo
- Heineken Ireland
- Molson Coors Brewing Company
- SABMiller
- The Cantrell and Cochrane Group
- Companies – Craft breweries
- Bo Bristle Brewery
- Carlow Brewing
- Dungarvan Brewing Company
- Porterhouse Brewing Company
- Whitewater Brewery
The Consumer – Usage of Beer
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- Key points
- Over three quarters have drunk lager
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- Figure 41: Types of beer drunk in the last six months (in-home or out-of-home), NI and RoI, April 2014
- Women prefer flavoured beers
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- Figure 42: Types of beer drunk in the last six months (in-home or out-of-home), by gender, NI, April 2014
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- Figure 43: Types of beer drunk in the last six months (in-home or out-of-home), by gender, RoI, April 2014
- Belfast versus Dublin
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- Figure 44: Types of beer drunk in the last six months (in-home or out-of-home), by selected cities, NI and RoI, April 2014
- NI beers drinkers tend to drink in-home more than RoI consumers
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- Figure 45: Where consumers drink beer, NI and RoI, April 2014
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- Figure 46: Household income, NI and RoI, April 2014
- Women tend to prefer drinking beer at home
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- Figure 47: Where consumers drink beer, by gender, NI and RoI, April 2014
- Lager most drunk in-home and out-of-home
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- Figure 48: Types of beer that consumers have drunk in the last six months, by location, NI and RoI, April 2014
- One in ten drinking craft beer in-home and out-of-home
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- Figure 49: Consumers who have drunk craft beer (ie beer made from a small producer) in the last six months, by location, by gender and social class, RoI, 2014
- Fruit beer shows strong usage among 18-24-year-olds
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- Figure 50: Consumers who have drunk lager vs fruit flavoured beer in the last six months, by age, NI and RoI, 2014
The Consumer – Characteristics Associated with Beer
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- Key points
- Lager seen as the most sociable and refreshing beer
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- Figure 51: Top three characteristics associated with lager (eg Harp, Heineken), NI and RoI, April 2014
- Stout seen as old-fashioned and having a strong flavour
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- Figure 52: Top three characteristics associated with stout (eg Guinness, Murphys), NI and RoI, April 2014
- NI consumers less inclined to see stout as old-fashioned
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- Figure 53: Consumers who have drunk stout (eg Guinness, Murphys) in pubs/bars/clubs/restaurants in the last six months, by age, NI and RoI, April 2014
- Craft beer seen as sophisticated, but expensive
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- Figure 54: Top three characteristics associated with craft beer (ie beer made from a small producer), NI and RoI, April 2014
- Low and non-alcohol beers seen as healthier, but also bland
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- Figure 55: Top three characteristics associated with non/low-alcohol beer (eg Guinness Kaliber, Carling C2), NI and RoI, April 2014
- Spirit beers seen as a young person’s drink
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- Figure 56: Top three characteristics associated with spirit flavoured beer (eg Desperados), NI and RoI, April 2014
- Ale/bitter struggles to stand apart from stout and lager
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- Figure 57: Top three characteristics associated with ale/bitter (eg Smithwicks, Kilkenny), NI and RoI, April 2014
The Consumer – Attitudes Towards Beer
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- Key points
- Packaging matters, with most preferring bottles to cans
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- Figure 58: Agreement with statements relating to beer, NI and RoI, April 2014
- Women and young consumers most likely to prefer bottles to cans
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- Figure 59: Agreement with the statement “I prefer beer in bottles rather than cans”, by gender and age, NI and RoI, April 2014
- Cans suffering from an image problem
- Draught beers viewed as being better than both cans and bottles by men
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- Figure 60: Agreement with the statement “Draught beer tastes better than beer in bottles/cans”, by gender, NI and RoI, April 2014
- Women highly in favour of smaller servings
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- Figure 61: Agreement with the statement “Smaller bottle sizes of beer would appeal to me”, by gender, NI and RoI, April 2014
- Price increases would see many cut back on beer
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- Figure 62: Agreement with the statement “I would cut back on the amount of beer I drink if the price continues to rise”, by age, NI and RoI, April 2014
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- Figure 63: Agreement with the statement “I decide which beers to drink based on price”, by age, NI and RoI, April 2014
- Quarter of RoI and a fifth want to see more craft beers sold
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- Figure 64: Agreement with the statement “I would like to see a better range of craft beers (ie made from small producers) in supermarkets and pubs/restaurants”, by social class, NI and RoI, April 2014
- Dubliners prefer bottles and those in Belfast prefer draught beer
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- Figure 65: Agreement with statements relating to beer, Belfast and Dublin, April 2014
Appendix
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- Market segmentation – Volume
- On-trade
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- Figure 66: On-trade beer market, by volume, by segments, NI, 2008-19
- Figure 67: On-trade beer market, by volume, by segments, RoI, 2008-19
- Off-trade
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- Figure 68: Off-trade beer market, by volume, by segments, NI, 2008-19
- Figure 69: Off-trade beer market, by volume, by segments, RoI, 2008-19
- NI Toluna data
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- Figure 70: Consumers who have drunk lager in the last three months and where they drank it, by demographics, NI, April 2014
- Figure 71: Consumers who have drunk ale/bitter in the last three months and where they drank it, by demographics, NI, April 2014
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- Figure 72: Consumers who have drunk ale/bitter in the last three months and where they drank it, by demographics, NI, April 2014 (continued)
- Figure 73: Consumers who have drunk craft beer (ie beer made from a small producer eg Galway Bay) in the last three months and where they drank it, by demographics, NI, April 2014
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- Figure 74: Consumers who have drunk stout (eg Guinness, Murphy’s) in the last three months and where they drank it, by demographics, NI, April 2014
- Figure 75: Consumers who have drunk alcoholic ginger beer (eg Crabbies) in the last three months and where they drank it, by demographics, NI, April 2014
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- Figure 76: Consumers who have drunk fruit flavoured beer (eg Fruli) in the last three months and where they drank it, by demographics, NI, April 2014
- Figure 77: Consumers who have drunk low-alcohol beer (eg Guinness Kaliber, Carling C2) in the last three months and where they drank it, by demographics, NI, April 2014
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- Figure 78: Consumers who have drunk non-alcoholic beer (eg Becks Blue) in the last three months and where they drank it, by demographics, NI, April 2014
- Figure 79: Consumers who have drunk spirit flavoured beer (eg Desperados) in the last three months and where they drank it, by demographics, NI, April 2014
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- Figure 80: Consumers who have drunk other (eg gluten-free beer, wheat beer) in the last three months and where they drank it, by demographics, NI, April 2014
- Figure 81: Agreement with statements relating to beer, by demographics, NI, April 2014
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- Figure 82: Agreement with statements relating to beer, by demographics, NI, April 2014 (continued)
- Figure 83: Agreement with statements relating to beer, by demographics, NI, April 2014 (continued)
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- Figure 84: Qualities associated with lagers, by demographics, NI, April 2014
- Figure 85: Qualities associated with lagers, by demographics, NI, April 2014 (continued)
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- Figure 86: Qualities associated with lagers, by demographics, NI, April 2014 (continued)
- Figure 87: Qualities associated with ale/bitter, by demographics, NI, April 2014
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- Figure 88: Qualities associated with ale/bitter, by demographics, NI, April 2014 (continued)
- Figure 89: Qualities associated with ale/bitter, by demographics, NI, April 2014 (continued)
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- Figure 90: Qualities associated with stout (eg Guinness, Murphy’s), by demographics, NI, April 2014
- Figure 91: Qualities associated with stout (eg Guinness, Murphy’s), by demographics, NI, April 2014 (continued)
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- Figure 92: Qualities associated with stout (eg Guinness, Murphy’s), by demographics, NI, April 2014 (continued)
- Figure 93: Qualities associated with craft beer (ie beer made from a small producer eg Galway Bay), by demographics, NI, April 2014 (continued)
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- Figure 94: Qualities associated with craft beer (ie beer made from a small producer eg Galway Bay), by demographics, NI, April 2014 (continued)
- Figure 95: Qualities associated with craft beer (ie beer made from a small producer eg Galway Bay), by demographics, NI, April 2014 (continued)
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- Figure 96: Qualities associated with low-alcohol beer (eg Guinness Kaliber, Carling C2), by demographics, NI, April 2014
- Figure 97: Qualities associated with low-alcohol beer (eg Guinness Kaliber, Carling C2), by demographics, NI, April 2014 (continued)
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- Figure 98: Qualities associated with low-alcohol beer (eg Guinness Kaliber, Carling C2), by demographics, NI, April 2014 (continued)
- Figure 99: Qualities associated with spirit flavoured beer (eg Desperados), by demographics, NI, April 2014
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- Figure 100: Qualities associated with spirit flavoured beer (eg Desperados), by demographics, NI, April 2014 (continued)
- Figure 101: Qualities associated with spirit flavoured beer (eg Desperados), by demographics, NI, April 2014 (continued)
- RoI Toluna data
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- Figure 102: Consumers who have drunk lager in the last three months and where they drank it, by demographics, RoI, April 2014
- Figure 103: Consumers who have drunk ale/bitter in the last three months and where they drank it, by demographics, RoI, April 2014
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- Figure 104: Consumers who have drunk craft beer (ie beer made from a small producer eg Galway Bay) in the last three months and where they drank it, by demographics, RoI, April 2014
- Figure 105: Consumers who have drunk stout (eg Guinness, Murphy’s) in the last three months and where they drank it, by demographics, RoI, April 2014
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- Figure 106: Consumers who have drunk alcoholic ginger beer (eg Crabbies) in the last three months and where they drank it, by demographics, RoI, April 2014
- Figure 107: Consumers who have drunk fruit flavoured beer (eg Fruli) in the last three months and where they drank it, by demographics, RoI, April 2014
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- Figure 108: Consumers who have drunk low-alcohol beer (eg Guinness Kaliber, Carling C2) in the last three months and where they drank it, by demographics, RoI, April 2014
- Figure 109: Consumers who have drunk non-alcoholic beer (eg Becks Blue) in the last three months and where they drank it, by demographics, RoI, April 2014
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- Figure 110: Consumers who have drunk spirit flavoured beer (eg Desperados) in the last three months and where they drank it, by demographics, RoI, April 2014
- Figure 111: Consumers who have drunk other (eg gluten-free beer, wheat beer) in the last three months and where they drank it, by demographics, RoI, April 2014
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- Figure 112: Agreement with statements relating to beer, by demographics, RoI, April 2014
- Figure 113: Agreement with statements relating to beer, by demographics, RoI, April 2014 (continued)
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- Figure 114: Agreement with statements relating to beer, by demographics, RoI, April 2014 (continued)
- Figure 115: Qualities associated with lagers, by demographics, RoI, April 2014
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- Figure 116: Qualities associated with lagers, by demographics, RoI, April 2014 (continued)
- Figure 117: Qualities associated with lagers, by demographics, RoI, April 2014 (continued)
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- Figure 118: Qualities associated with ale/bitter, by demographics, RoI, April 2014
- Figure 119: Qualities associated with ale/bitter, by demographics, RoI, April 2014 (continued)
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- Figure 120: Qualities associated with ale/bitter, by demographics, RoI, April 2014 (continued)
- Figure 121: Qualities associated with stout (eg Guinness, Murphy’s), by demographics, RoI, April 2014
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- Figure 122: Qualities associated with stout (eg Guinness, Murphy’s), by demographics, RoI, April 2014 (continued)
- Figure 123: Qualities associated with stout (eg Guinness, Murphy’s), by demographics, RoI, April 2014 (continued)
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- Figure 124: Qualities associated with craft beer (ie beer made from a small producer eg Galway Bay), by demographics, RoI, April 2014
- Figure 125: Qualities associated with craft beer (ie beer made from a small producer eg Galway Bay), by demographics, RoI, April 2014 (continued)
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- Figure 126: Qualities associated with craft beer (ie beer made from a small producer eg Galway Bay), by demographics, RoI, April 2014 (continued)
- Figure 127: Qualities associated with low-alcohol beer (eg Guinness Kaliber, Carling C2), by demographics, RoI, April 2014
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- Figure 128: Qualities associated with low-alcohol beer (eg Guinness Kaliber, Carling C2), by demographics, RoI, April 2014 (continued)
- Figure 129: Qualities associated with low-alcohol beer (eg Guinness Kaliber, Carling C2), by demographics, RoI, April 2014 (continued)
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- Figure 130: Qualities associated with spirit flavoured beer (eg Desperados), by demographics, RoI, April 2014
- Figure 131: Qualities associated with spirit flavoured beer (eg Desperados), by demographics, RoI, April 2014 (continued)
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- Figure 132: Qualities associated with spirit flavoured beer (eg Desperados), by demographics, RoI, April 2014 (continued)
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