The longstanding stereotype of the inebriated Irish may be challenged by recent statistics on Ireland’s alcohol consumption.
In a striking shift not seen since the 1980s when Ireland was a less wealthy nation and alcohol relatively pricier, there has been a substantial reduction in alcohol intake. Tony Foley, a retired economics professor, undertook an analysis for the Drinks Industry Group of Ireland (DIGI), revealing that the amount of alcohol consumed per adult (those aged over 15) in Ireland has decreased under 10 litres of pure alcohol annually for the first time since 1987.
In 2023, the measured consumption was 9.96 litres, signifying a 1.5 per cent dip from the preceding year. Even though annual fluctuations are not highly substantial, the general pattern is indicative of a more substantial change: in comparison to 2001, the average Irish person now consumes a third, or 31 per cent, less alcohol.
During the prosperous and opportunistic days of the Celtic Tiger, Ireland saw a climb in alcohol consumption, especially amongst those born between 1965 and 1975. Consumption increased from 10 litres per annum at the decade’s commencement to 14 litres by its end, ultimately peaking at 14.41 litres per person annually in 2001. However, excise duties on spirits were hiked by the Government, inciting a decrease in consumption. By the close of that decade, consumption had dropped to nearly 11 litres per person, and by 2020, it was down to 10 litres per person.
Despite assumptions of high alcohol consumption, the Irish are quite comparable to the European norm in their alcohol intake, with an average of 9.8 litres, less than that of nations such as Portugal, France and Germany.
The reduction in alcohol consumption is not confined to Ireland, though the country stands out in the degree to which consumption has fallen. Indeed, across Europe, alcohol consumption witnessed a decline from 12.7 litres in 1980 to 9.8 litres in 2020. The highest point of alcohol consumption in the UK, referred to as “peak booze”, was recorded in 2004.
British writer, Henry Jeffreys, has noted in The Spectator that the UK’s once prevalent culture of excessive drinking has significantly changed; the nation now lags behind in alcohol intake compared to most of its European counterparts.
The dwindling alcohol consumption rates, provoking much debate, can be attributed to multiple factors. Notably, the contemporary world has become remarkably health-centric. There’s now a reduced popularity of smoking, partly due to the ban introduced by Micheál Martin, former health minister, now Tánaiste, in 2004. Fitness centres are flourishing, the common public is constantly urged by health advisories, and the internet teems with an array of wellbeing solutions.
Moreover, alcohol is now distinctly separated from other goods in retail outlets and grocery stores, with a minimum price unit also implemented.
The emerging trend of lower alcohol consumption is significantly influenced by the younger population under 30 years of age, who are opting for healthier choices than their ancestors. Their behaviour resembles the character in the hit BBC sitcom ‘Absolutely Fabulous’, an abundantly sensible daughter appalled at her mother’s extravagant drinking antics.
Data from the Health Research Board stipulates an increase in non-drinkers aged 15-24, escalating from 17% in 2007 to 30% in 2022. Also, the age when teenagers start drinking has gradually risen. While 83% of 15-year-olds had consumed alcohol in 1998, by 2018, the proportion had dropped significantly to just 31%.
The older populace is also cutting back on alcohol. As individuals age, they incline towards sobriety, which is another force consolidating the decline in alcohol consumption. As per data, the median age of the Irish population has increased from 31.5 in 2000 to 38.2 today and the trend seems to continue as birth rates decline.
A reduction in the frequency of alcohol consumption among individuals aged 35-44 has been noted. Only slightly more than half (51%) of individuals within this age bracket consume alcohol at least once per week, and 26% consume a few times a week. These figures reveal a noticeable decrease compared to 60% and 36% respectively in 2021. The root causes of this significant decrease remain elusive, however, it could be due to the rise in living expenses in recent times.
According to Foley, increased health awareness is the primary catalyst for decreased alcohol consumption. This, coupled with stricter drink-driving laws and less tolerance towards inebriation, has had a significant impact. Demographic changes also play a part.
Foley mentioned that three decades ago, there were many what were known as ‘proper drinkers’, people capable of consuming copious amounts of alcohol. Nowadays, individuals are considerably more cautious about their image.
Darragh McDonnell (21), an advocate for a healthy lifestyle and fitness, mentions that several of his peers avoid alcohol entirely due to their commitment to sports. Foley concurs by noting that as one transitions into old age, the rate of alcohol consumption diminishes, with the younger generation exhibiting more health-conscious habits.
Though individuals are financially wealthier on an objective scale compared to 25 years ago, Foley believes the steep cost of property is a significant contributor to decreased adolescent drinking.
In support, Dr Anne Kehoe, a senior clinical psychologist, says that the decline in alcohol consumption can be attributed to various factors. Notably, the widespread use of alternative substances such as MDMA (also known as ecstasy), cocaine, and cannabis is a contributing aspect.
By the time they reach 20, a staggering 60% of Irish individuals have experimented with cannabis. The ongoing housing crisis has resulted in an increased number of young adults residing with their parents for an extended duration; these parents in turn, are also consuming less alcohol. There is also a noticeable shift in the importance afforded to the role of alcohol in significant Irish events.
With flavours of nostalgia in her voice, Kehoe reflects on how the ‘rite of passage’ into alcohol consumption – a norm during her younger years – is no longer prevalent in the current day.
The transformation of cultural norms pertaining to drinking habits has transpired relatively rapidly, with the shift being particularly noticeable in Ireland due to our longstanding issues with alcohol. Migration plays a role too, as immigrants bring along their distinct cultural practices. In addition, advertisements for non-alcoholic beverages have become increasingly common, a trend that would have been financially unsound two decades ago.
Furthermore, the ubiquity of smartphones has had a dual impact on young people’s drinking habits – both discouraging excessive drinking and encouraging a healthier lifestyle. Today’s youth wish to present themselves in a good light on social media platforms like Instagram and TikTok, a concern that earlier generations did not have to contend with. Indeed, an increasing concern for self-image has prompted many, particularly athletes and women who are cautious about their appearance on social media, to abstain from alcohol altogether.
This view is endorsed by 21-year-old Darragh McDonnell, a marketing and public relations student at Dundalk Institute of Technology, who says many of his peers are steering clear of alcohol to maintain a healthy image. Similarly, Ciaran McDermott, a student of history and politics at UCD, observes that the popularity of bars at the university has decreased when compared to his father’s times, indicating that current students are possibly drinking less.
Economic factors also play a pivotal role in drinking habits across all age groups, but it particularly hits those who lack the expendable income of the older generations. Young individuals often save up for one extravagant night of drinking, making it quite an expensive outing when you add up the cost of rounds, food, and possibly a cab ride home after hours. Older generations, in McDermott’s view, may have a little more financial leeway to spend on such nights out. So, readers, how have your drinking habits evolved over time?