We wanted to share this research, given the significance of new emerging types of social drinks ( Barman, I’ll have a pint of your finest Cannabis please…) and the perceived growth of new drinks brands across the Island of Ireland….
It has significance to how drinks companies intend to market themselves to the next generation so makes for interesting reading.
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‘New research from the International Alliance for Responsible Drinking (IARD) states that underage alcohol consumption has declined in Ireland.
The report found that the proportion of underage people who consumed alcohol in Ireland has declined by 30%*. In 2011 50% of 15-16-year olds had consumed alcohol in the previous month. By 2015 this had fallen to 35%.
As part of the research IARD, which is a not-for-profit organisation dedicated to reducing harmful drinking and promoting understanding of responsible drinking, analysed data from 63 countries. It found that underage drinking has fallen in over two-thirds of these countries.
Patricia Callan, Director of Alcohol Beverage Federation of Ireland (ABFI) welcomed the findings:
“This research confirms that Ireland is moving in the right direction when it comes to underage drinking.
“We believe that underage drinking should absolutely never occur and work hard to ensure that our products are aimed at an adult audience only, for responsible consumption.
“Going forward it’s important that relevant stakeholders, Government and society as a whole works together to further reduce underage drinking. We are committed to doing our part in this regard.”
For the full report see here.’
