The Irish alcohol industry is seeing a major move towards premiumisation. With consumers less willing to spend money on alcohol outside of the home, alcohol manufacturers are increasingly looking at ways to add value to their products. Manufacturers have increasingly been looking at ways to enhance the premium aspects of their brand, to help attract recession-affected consumers.

This report reviews how Irish consumers view premium drinks, and what qualities make a drinks brand premium in their eyes, with particular focus on how the trend towards premium alcohol has affected in-home alcohol consumption.