If you were to ask a tourist what Ireland is known for, aside from mentioning its stunning countryside and castles, they’d likely say its drinking culture and pubs. Ireland’s pub culture has been shaped over centuries. These public settings hosted social engagements, business deals, music and storytelling, as well as celebrations and funerals. They became cornerstones of the community across Ireland and have remained so into the modern age.
However, the influence of pubs on the average Irish person is significantly shifting. They are no longer primary gathering spaces. Instead, people are turning to new places for socialising, entertainment, and community-building. The number of Irish pubs has significantly declined over the last two decades, with the pandemic substantially contributing to this. Since 2005, more than 2,000 pubs have shut their doors, reshaping Ireland’s social landscape.
Several factors are spurring this significant cultural shift, from changing social norms and values to the rise of alternative entertainment and social spaces.
Shifting Social Norms and Values
Over the last 20 years, social trends have shifted to remote working, prioritising health and wellness, and emphasising social experiences based on hobbies and activities rather than consuming alcohol and pub fare.
New Working Models
The pandemic impacted people’s lives globally, shifting the working models for office workers. Suddenly, remote working became the norm, and in the years that have followed, remote working has remained a common working model. Many people now work from home full-time or part-time in what’s known as hybrid working.
At first glance, working models and pubs may not seem connected, but the two have long been intertwined. Throughout history, business deals were struck around a pint at the local pub. In recent history, visiting the pub with coworkers for lunch and after-work drinks was an essential part of work life—at least for those wanting to network and form relationships with colleagues. With many workers completing their work at home, there aren’t as many opportunities to go to the pub with colleagues. This translates to fewer patrons at pubs during the week. Pub owners have noted this difference. Fridays and Mondays no longer draw crowds because people would rather work from home on these days to maximise their weekend.
Health and Wellness Trends
While people have always valued health and wellness, how we approach this has evolved over the last 20 years. We have more insight into how activities like exercising, drinking, and eating impact our health. There’s more evidence to support prioritising exercise and healthy eating, and people are increasingly eager to introduce healthier practices into their daily lives, which pubs aren’t known for catering to. As people, particularly young millennials and Gen Z, have become more health-conscious, they’ve moved away from pubs to unwind after work and prefer a place that supports their wellbeing, like a hiking trail.
Declining Alcohol Consumption
The focus on health and wellness has influenced declining alcohol consumption rates and fuelled the “sober curious” movement. Drinks Ireland research shows that in the past 20 years, alcohol consumption has fallen by 30%. This is largely connected to people exploring a different, more moderated approach to drinking—reflecting on what motivates them to drink and how it impacts their physical and mental health. It’s not uncommon for people to now refrain from drinking, focusing instead on social connection.
But health isn’t the only motivator in this trend. Consumers, with Gen Z leading the trend, are increasingly prioritizing the quality of their outings over drinking. They’d rather have memorable experiences that foster connection and are social-media worthy.
The Rise of Experience-Based Socialising
Since the pandemic, the consumer shift towards diverse experiences is particularly notable. Gen Z was forced into isolation at a period in life when most people made social connections and shaped life experiences that they would hold onto for their entire lives. Most of Gen Z was in their teens and early twenties, reaching milestones like high school graduation and going away to college. Pandemic restrictions significantly disrupted these milestones. Since pandemic restrictions were lifted, Gen Z is increasingly motivated to create memorable experiences, and while they aren’t entirely opposed to drinking, many of these experiences aren’t suited to drinking. They would rather have a game night, go kayaking or sea swimming, and check something off their bucket list.
Rising Living Costs
Beyond changing social norms, rising living costs have also played a major role in the decline of pubs. Running a pub in Ireland has become financially challenging due to the rising minimum wage and economic challenges following COVID. Adding to this are Ireland’s high excise taxes on goods like alcohol. The rising living costs make consumers more careful with spending, and casual outings to the pub don’t align with careful spending. These combined factors are causing pubs to close, even after decades in operation.
Emerging Alternatives to Traditional Pubs
As people have moved away from pubs for social and economic reasons, they’ve adopted new venues for socialising and new ways of seeking entertainment and connection. Many have turned to the comfort of their own homes. The internet allows people to find various entertainment options at budget-friendly prices, from streaming services to casinos for Irish players. When people do head out for in-person experiences, they opt for places like board game cafes, mini-golf courses, and other venues that prioritise activities over drinking. When alcohol is involved, the emphasis is often on quality and food pairings.
Will Pubs Survive? The Future of Ireland’s Drinking Culture
Do all these factors spell the end for Irish pubs? There’s some uncertainty from political figures to pub-goers themselves, but many pubs show strength and resilience in defiance of these worries. Both new and long-standing pubs are adapting to social and economic shifts. They’re expanding their offerings to include non-alcoholic drinks and health-conscious dining experiences. Some are incorporating experiences like board games, karaoke, and tabletop games.
Other pubs are taking a different route entirely, embracing their historic and cultural roots. They’re offering curated tasting experiences with traditional, high-quality drinks or crafting tourist-friendly Irish pub experiences that keep people coming through their doors and indulging in classic pub options. Despite challenges, Irish pubs continue to evolve, securing their place in the nation’s cultural and social fabric for generations.
