Drinks Ireland Slams Objections To Non-Alcoholic Drinks Ads

After hearing there were objections to the promotion of soft drinks at sporting events, Drinks Ireland clapped back, claiming the talk was “unreasonable and odd”.

The comments were in response to Alcohol Action Ireland’s Sheila Gilheany, who told Newstalk Breakfast these campaigns were essentially “backdoor marketing”.

She said: ‘[It is] the common branding [that’s the issue]. The fact that identical branding is used on the non-alcoholic products and the alcoholic product with a very small zero.

“Your main impression is seeing the brand. I think it’s no coincidence that we’re seeing it on the pitch now and that these regulations have come into force [in 2021].’

The rules in question are a ban on alcohol advertising in a venue where a sporting competition is taking place, and many now believe this should be extended to the brands’ alcohol-free offerings as well.

When the ban was introduced, the Health Secretary at the time said the ban was put in place to protect children from alcohol marketing and consequently “restrict the association of alcohol consumption with sporting activities”.

Cormac Healy, CEO of Drinks Ireland, vehemently disagreed with Alcohol Action’s words, replying: “I think Alcohol Action Ireland’s comments are indeed unreasonable and odd.

“These new non-alcoholic products are a positive development – ​​both in terms of the choices consumers are now being offered and the supply available.

“It’s something that’s consumer-driven. There is a demand for these products and ultimately manufacturers need to be able to promote them if we are to encourage consumers to drink these products.”

Demand for non-alcoholic options has increased over the past five years, going from a 0.4% market share in Ireland in 2017 to 1.5% in 2021.

Healy recently told RTÉ: “For beer, for example, we’ve seen sales volume triple over the period 2017-2021. I think it’s part of a general trend towards moderation and balance.

“We are also seeing a shift in the attitudes and approaches of younger generations – Gen Z and younger millennials – towards alcohol.

“Yes, they drink, but I think they have a different relationship with it — alcohol and drinking aren’t the focus of what they do.”

Brands like Guinness and Heineken are touting their 0.0 options at events like rugby, football and Formula 1 events, but they’re not the only brand to enter the alcohol-free market in recent years.

Carlsberg and Birra Moretti have also joined the fray when it comes to beer, and Gordon’s Gin has also released an alternative to their alcoholic option.

Not to mention the Virgin Mary bar on Capel Street, which only serves soft drinks and is often very busy.