• Sales in the low and non-alcohol category grew by 141% vs 2021
• 18 – 24-year-olds turn to Alcohol-Free options as they try to drink less
• Over half of over 55s won’t consider alcohol free drink option
• Zero alcohol beer and mocktails are the most popular alcohol-free options

Cold turkey is not just for St. Stephen’s Day it seems, as research announced today reveals that Irish Gen Zs are more likely to partake in an Alcohol-Free Christmas.

The research commissioned by Musgrave MarketPlace, shows that the younger generation is leading the way when it comes to growth of the Zero Alcohol category, choosing alcohol substitutes to get into the party spirit rather than an all or nothing approach to Christmas festivities.

While almost a third of the whole nation agreed a zero-alcohol option is a good way of feeling involved when driving on a night out, it’s only the 18–24-year-olds who are actively trying to drink less when reaching for a Zero Alcohol drink, with 30% doing so for health reasons or to avoid ending up hungover.

Zero alcohol

Zero alcohol beer and mocktails are the most popular beverages across the nation, with 18–34-year-olds opting for the fruity, easy to drink mocktails, which still let them feel a sense of celebration and get their party on.

Conversely the research showed that a quarter of all Irish adults still can’t see any occasion where they would opt for the Alcohol-Free option, with 56.5% of over 55s in particular claiming they wouldn’t drink an alcohol-free beverage.

This was also the age group that felt the least confident to do so in the company of others who were taking alcohol. The 35-44 age group said they would feel the most confident to go alcohol free on a night out but interestingly their intentions to do so this Christmas didn’t mirror this confidence.

Variations by county

When broken down by geography, Longfordians felt the least confident to skip the alcohol, even if it meant a hangover free day.

While Leitrim natives favour 0% beer, counties Roscommon, Cavan and Louth favour Zero Cider.

In Monaghan, Westmeath, Sligo and Offaly, No Secco, was the non-alcoholic beverage of choice while Clare residents opted for Seedlip, the aromatic botanical mix that mimics the taste of Gin.

Ken Allan, Head of Beverage at Musgrave MarketPlace said “The Irish market has seen significant growth of 11.2% in the Low & No Lager category this year, generating €22.4m in sales to September this year according to CGA figures. Incredibly, our growth figure vastly outperforms the market, with the low and no alcohol category growing by 141% year to date. This is due to on-trade trends like consumers switching to non-alcohol options due to health reasons as well as the introduction of several draught options in the category.

“Our research today shows Gen Z are really leading the way in terms of the Zero Alcohol category with an appetite for tasty premium Alcohol-Free options that still allow them to feel like they’re celebrating and enjoying a special moment, or just letting their hair down albeit in a non-traditional way.

“We know this generation to be un-afraid of treating themselves with premium purchases but who also look after their bodies and minds with healthier options be that food, drink and mental and physical wellbeing so it’s no surprise they’re making waves and driving innovation and creation within this burgeoning category.”

Bailey’s brigade

The research revealed a surprising penchant among Gen Zs (18–24-year-olds) for Bailey’s. More than 20% of this age group choose Bailey’s compared to just 15% of 35-year-olds.

Donegal, Offaly and Longford ranked top for Bailey’s fans, as well as Wexford, Westmeath and Waterford whereas Prosecco pipped Bailey’s to the top of the nice list for counties Clare, Meath and Monaghan.

Fizz & Sparkle

Fizz and sparkle (Prosecco and Champagne) were most prevalent among the 25-44 age ranges, with Prosecco still being the leading choice among the nation’s female drinkers.

The research which was commissioned by Musgrave MarketPlace found that certain counties are also all about the fizz with Dublin, Kilkenny and Wicklow the only places where Prosecco and Champagne ranked top for festive tipples, beating their creamy competitor.

Some regional variations were also revealed:

On the brisk west coast of the country, Galway locals prefer hot whiskey while Cork and Kerry natives are all about the mulled wine at the most magical time of the year.

Monaghan was the only county were American favourite egg nogg ranked at all while in Cavan, brandy is the number one choice at Christmas.

Mayo, Meath and Wexford citizens are also partial to an Irish coffee ranking the 2^nd most popular choice for festive drinks.

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Coca-Cola is once again partnering with FoodCloud and FareShare for Christmas 2022, this year the initiative will redistribute over 143,000 meals across Ireland and Northern Ireland. With one in every nine people in Ireland living on an income below the poverty line* and inflation tracking at 8%**, Coca-Cola want to support FoodCloud and FareShare, part of Homeless Connect, in reaching those in need during this particularly challenging time of year.

As part of its longstanding partnership with both FoodCloud and FareShare, Coca-Cola donates product throughout the year, thereby reducing food waste and preventing the associated carbon emissions of food waste.

To build on this partnership this Christmas, shoppers in Tesco stores across Ireland will be in with a chance to win a meal out as part of a ‘Win a Meal, Give a Meal’ campaign and for every entry received, Coca-Cola will donate a meal to FoodCloud, up to the value of €20,000 representing 67,000 meals set to be donated this year. The lucky winners will receive a voucher worth €500 with 10 gift cards available.

As the Coca-Cola Christmas Truck returns for the first time since 2019, visitors to the Real Magic Christmas Experience will have the opportunity to add their name to a donation to FoodCloud in Dublin and FareShare in Belfast funded by Coca-Cola. As part of this experience Coca-Cola will donate €15,000 to FoodCloud supporting the redistribution of 50,000 meals and £8,000 to FareShare supporting over 26,000 meals. In addition, FareShare will receive £10,000 worth of Coca-Cola product over the festive season.

With branding onsite at the Real Magic Experience, Coca-Cola hopes to raise awareness of the crucial role both organisations play to address food insecurity and reduce food waste.

Tom Burke, Corporate Affairs and Sustainability Director, Coca-Cola HBC Ireland and Northern Ireland said: “FoodCloud and FareShare are longstanding partners of Coca-Cola, these organisations do incredible work to fight food waste and crucially to combat food insecurity. In addition, reducing food waste helps to eliminate thousands of carbon emissions and supports our journey to becoming a truly circular organisation. With consumers battling significant cost increases this year we hope this partnership can help ensure Christmas finds its way to those in need across the island.”

Suzanne Delaney, Development Director of FoodCloud said: “Christmas this year will be significantly more expensive for families across Ireland and with one in every nine people* in Ireland living on an income below the poverty line we are working to help those who need it most. FoodCloud is delighted to be working with Coca-Cola this Christmas to ways to highlight the importance of reducing food waste and to support those in need.”

Méabh Austin, NI Development Manager, FareShare, part of Homeless Connect said: “Approximately 316,000 (17%) of people in Northern Ireland lived in relative income poverty in March 2021 according to the Department of Communities. This static comes from before the significant cost increases we have seen in 2022, demonstrating the increased need to tackle food poverty this festive season. We are delighted to be working with Coca-Cola on this initiative for a second year to tackle food poverty.”

Rosemary Garth, Tesco Ireland Communications Director said: “We are long term supporters of FoodCloud and advocates for reducing food waste and redistributing edible surplus food. This ‘Win a meal, Give a meal’ initiative with Coca-Cola seeks to enable customers to support the incredible work of FoodCloud.”

*Social Justice Ireland, October 2022

**ESRI, October 2022

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The new trial has been introduced to a select number of Centra stores across Ireland, with more locations to be added over the coming months. The partnership gives sustainability and value focused customers the opportunity to purchase ‘Surprise Bags’ of surplus food via the Too Good To Go app at a reduced price. Customers simply reserve their Surprise Bag on the app, collect from their local store at a pre-set time to take home, and in doing so, save food from being wasted.

As part of Centra’s sustainability strategy, Centra are delighted to partner with Too Good To Go who are on a mission to tackle food waste by connecting businesses who have unsold food to customers who can purchase a ‘Surprise Bag’ filled to the value of €12.00 minimum and sold at a discounted price, of €3.99 or €4.99 in select Centra stores. With convenience, sustainability, and value front of mind, the ‘Surprise Bag’ can include a selection of chilled meats, dairy, fruit and vegetables, salads, sandwiches, ready meals, and bakery items.

Speaking about the exciting new initiative Ian Allen, Managing Director, Centra said; “Centra’s collaboration with Too Good To Go is a great solution for the conscious consumer, it’s practical, easy to use and offers great value. This food waste initiative adds to Centra’s existing sustainability efforts on food waste, energy efficiency and packaging. We are proud to be leading the way amongst other convenience retailers in Ireland, eliminating waste where we can, and continuing to deliver our sustainability efforts into the future”. 

Recently Centra announced that 96% of its Own Brand packaging is reusable, recyclable, or compostable and is on track to reach its target of 100% by 2025. Other sustainability efforts made by Centra include 5.5M plastic bags being replaced with compostable bags. Centra is also investing €20m in energy and carbon reduction in stores on the path to Net Zero by 2040.

Speaking about the partnership, Sophie Trueman, Managing Director UK & Ireland of Too Good To Go said; “We’re thrilled to be officially trialling our partnership with Centra and to have their quality groceries now available to be saved via our platform in a number of trial stores. Too Good To Go is all about reducing food waste and in doing so, enabling people to access quality food in a more affordable way, and in a way that does right by our planet too”.

To avail of this new offering, consumers can simply download the free Too Good To Go app and search for their nearby Centra store with unsold food, purchase a ‘Surprise Bag’, collect it at their reserved time and take it home to enjoy.

Centra stores currently partaking in this new initiative include;

• Centra Parnell Street, Dublin
• Herlihy’s Centra Bishopstown, Cork
• Downey’s Centra, Portlaoise
• Herlihy’s Centra Grand Parade, Cork
• Herlihy’s Centra Fermoy, Co. Cork

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SHS Ireland has launched the all natural sugar-free Australian drinks brand, Nexba, which provides healthy alternatives to sugar-filled soft drinks.

Matthew Connole, sales lead EU, Nexba Beverage Co. said that the recent launch marks an ‘exciting and important milestone’ as the company grows its international brand presence.

“We will be working closely with SHS Sales and Marketing to maximise current opportunities and identify areas for growth, boosting Ireland’s naturally sugar-free soft drinks category as we seek to realise the full potential of the Kombucha portfolio,” he said.

The new range of Kombucha is available in three flavours – Strawberry and Peach, Mango and Mixed Berry.

The soft drink is full of live culture probiotics and is made using the globally patented ‘Nexba Natural Sweetener Blend’, which allows each drink to be completely sugar-free and contains nothing artificial, yet retains its bold, and fruity flavours, the company noted.

According to the Australian soft drinks brand, the new range is part of the company’s ongoing agenda to ‘tackle diabetes and obesity and improve gut health in Ireland’.

Alan Neill, commercial director, SHS Sales and Marketing, said that the Nexba’s Kombucha range is “unique”.

“The naturally sugar-free soft drinks category is one of Ireland’s most dynamic FMCG markets,” he said.

“The desire to stay healthy during the pandemic has accelerated the demand for such products, as health and well-being become a priority for consumers.”

Nexba is currently available in SuperValu, Centra, Spar and independent stores nationwide.

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Coca-Cola knows its fans lead incredibly busy lives, so the iconic brand is seeking to help adults get as much out of their evenings as possible.

Coca-Cola Zero Sugar Zero Caffeine is the perfect, uplifting taste experience after a long day, offering a healthier option with no caffeine and no sugar.

Winding down in the evenings has never been easier with Coca-Cola’s iconic original taste – try that taste of joy with Coca-Cola Zero Sugar Zero Caffeine in store now.

The Coca-Cola Company Frontline Activation Lead for Ireland, Aisling Wilde said: “For many of us, the pace of life has suddenly accelerated and we’re busier than ever. Juggling life, work and families, and it can be all consuming, so we wanted to create a product which celebrates that post work feeling, when the evening becomes your own and you finally get to relax!”

Coca-Cola Zero Sugar Zero Caffeine is available across the Island of Ireland in 500ml, 1L and 2L PET bottles and in 4-pack and 12-pack 330ml can SKUs.

Coca-Cola Zero Sugar Zero Caffeine bottles will retail at €1.60 in ROI and £1.40 in NI per 500ml bottle, €1.70 in ROI and £1.50 in NI per 1L bottle and €2.70 in ROI and £2.30 in NI per 2L bottle.

The 330ml can 4-pack will retail at €3.80 in ROI and £3.05 in NI and 330ml 12-pack at €10.90 in ROI and £8.00 in NI.

Coca-Cola Zero Sugar Zero Caffeine will be supported by a product drop campaign to media and influencers; sampling of the product across the country; Digital & Media and Social Media Advertising.

Instagram: @cocacolaeu    

#CocaColaZeroZero

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