The Endangered Irish Drinker

In 2023, alcohol consumption in Ireland fell below 10 litres per capita for the first time since 1987, according to a report commissioned by the Drinks Industry Group of Ireland (DIGI). Alcohol consumption declined to 9.96 litres per capita, continuing a trend that has become evident over the past two decades. While media headlines suggested this was a surprising development, in reality, it reflects a consistent and ongoing reduction in alcohol intake across the country.

This decline is part of a broader secular trend that has been shaping Irish society for years. Alcohol consumption peaked in 2001, when the average per capita intake climbed to 14.4 litres. Since then, the country has seen a remarkable 31% reduction in alcohol consumption, marking a steady decrease in drinking habits. It’s worth noting that this decrease has not occurred in a vacuum, and there are numerous social, cultural, and economic factors contributing to this shift in behaviour.

One of the most visible impacts of this decline can be seen in the dramatic reduction in the number of pubs across the country. Between 2005 and 2021, nearly 2,000 pubs closed in the Republic of Ireland, representing a 21% reduction in the number of licensed premises. The effect has been particularly pronounced in rural areas, where pubs have historically served as central hubs for social and cultural life. Many rural communities have relied on these establishments not only for drinking but also as venues for social gatherings, local news, and even business transactions.

The traditional Irish pub was often more than just a place to drink. It was not uncommon for pubs to double as grocery stores, hardware shops, petrol stations, or even undertakers. These multipurpose businesses have become fewer and fewer, largely due to a combination of factors including changes in social norms, the rise of stricter drink-driving laws, and the economic challenges of running family-owned businesses. Many of the remaining pubs now operate only part-time, opening just a few days a week, usually in the evenings and on weekends. The decline of the rural pub is emblematic of broader changes in Irish society, where urbanisation, technology, and shifting lifestyles have reshaped social interactions.

At the heart of this trend is a significant shift in the drinking habits of young people. Irish youth are drinking less, drinking later in life, and are less likely to engage in binge drinking than their counterparts from a generation ago. This cultural shift can be attributed to several factors, including changing social dynamics, the increasing role of technology, and new priorities around health and wellness.

Smartphones and social media have revolutionised how young people interact with one another. Instead of meeting in pubs, young people are more likely to communicate through social media and messaging apps, often from the comfort of their own homes. This shift has not only reduced the need for physical gatherings but also changed the way relationships are formed. As studies suggest, many young people now spend more time interacting virtually, which has led to a decline in face-to-face socialisation. For previous generations, the pub was a primary venue for meeting friends, dating, and even finding partners. Today, these interactions increasingly take place online.

Additionally, a growing health and fitness culture has emerged, particularly among young men. Gyms and fitness centres have replaced pubs as social hubs for many, as young people are increasingly prioritising their physical health. The sugar and carbohydrate content of beer and other alcoholic drinks is often cited as a reason for avoiding alcohol. This shift towards health-conscious living is reflected most prominently in the world of sports, particularly in the Gaelic Athletic Association (GAA).

The GAA is an integral part of Irish life, with players and supporters found in virtually every town and village. For players at the county or club level, maintaining a healthy lifestyle is paramount, and alcohol consumption is often avoided. These amateur athletes, who train for up to 10 months of the year, are expected to stay in peak physical condition, and many refrain from entering pubs to avoid being seen as less committed to their team. The social prestige attached to being a GAA player further incentivises abstaining from alcohol during the training season.

Economic factors also play a role in this decline. Ireland has some of the highest alcohol taxes in Europe. The country is part of a group of outliers that includes Finland, Sweden, and the UK, where excise duties on alcohol are particularly high. Ireland’s excise rates are the second-highest in the EU and UK for overall alcohol, with wine facing the highest excise rates, beer the second-highest, and spirits the third-highest. When combined with the country’s VAT, alcohol is exceedingly expensive in Ireland.

However, the high cost of alcohol alone does not fully explain the decline. Interestingly, alcohol was just as expensive, if not more so relative to income, back in 2001 when consumption was at its peak. This suggests that other factors, such as changing social norms and the availability of cheaper alternatives, may have contributed more significantly to the decline. For instance, the arrival of German low-cost retailers like Aldi and Lidl introduced more affordable options for beer, wine, and spirits, forcing competition across the retail sector.

It’s important to note that price-based policies, such as high excise rates or the recently introduced Minimum Unit Alcohol Pricing (MUP), are unlikely to be the main drivers behind the decline. Critics argue that MUP disproportionately affects lower-income individuals, while leaving more expensive, high-quality alcohol choices largely untouched. In fact, alcohol consumption tends to be positively correlated with income, meaning wealthier individuals are often the ones consuming more expensive alcoholic beverages. The logic behind price-based deterrents becomes questionable when addiction is involved. If pricing alone could dissuade addiction, the rise of illicit drug markets such as those for cocaine and heroin would likely not have followed their historical patterns.

Some of the commentary surrounding Ireland’s changing relationship with alcohol has bordered on the absurd. A particularly amusing example can be found in a passage claiming that Ireland’s reconfigured attitude to alcohol is a result of a blend of Catholic guilt and Protestant restraint, with a nod to the Mediterranean’s more temperate drinking habits. While these disparate ideas may seem to fit an attempt to create a cohesive argument, such commentary often reflects more the writer’s own biases than an accurate representation of cultural shifts.

Historically, the Irish have been saddled with an international reputation as heavy drinkers, but this decline in alcohol consumption challenges that stereotype. In fact, Ireland’s high alcohol consumption in the late 1990s and early 2000s was something of an anomaly. Prior to the “Celtic Tiger” economic boom, Ireland consistently ranked among the lowest OECD countries in terms of alcohol consumption. The country’s current decline could therefore be viewed as a reversion to the mean, rather than a new trend.

The roots of the Irish drinking stereotype are difficult to pinpoint, but it likely stems from the experiences of the Irish diaspora. Irish immigrants, particularly those who fled poverty and famine to the United States and the UK in the 19th century, were often associated with social problems like crime, addiction, and violence. These associations have left a lasting impact on the global image of the Irish as drinkers, even if the reality within Ireland itself was more nuanced.

For those interested in witnessing traditional Irish drinking culture in its most vivid form, rural funerals remain one of the few places where these customs are still on full display. Invitations are rarely needed, and the entire community comes together to celebrate the life of the deceased. In these moments, the essence of the Irish pub, with all its warmth, storytelling, and camaraderie, remains alive – at least for now.