Younger drinkers are also driving a rise in the popularity of natural wines.

The study found that over a third of drinkers plan to enjoy red wine on Christmas Day, while about 10% will skip wine altogether. Despite Sauvignon Blanc being Ireland’s favourite grape variety year-round, red wine is the seasonal preference, particularly among those aged 35-55, with nearly 40% of this age group choosing it for their Christmas dinner. Among 18–34-year-olds, red wine and Prosecco were equally popular, each garnering 25% of the vote.

Residents of Limerick, however, bucked the trend, remaining loyal to Sauvignon Blanc regardless of the season.

With the ongoing cost of living crisis, affordability is a key factor for many households. Nearly 60% of drinkers cited price as the most important consideration when buying wine. Three-quarters of respondents plan to drink at home this Christmas, while only a third intend to dine or drink out. On average, people spend €12-17 on a bottle of wine from an off-licence, compared to €24-35 in a restaurant or bar.

For self-proclaimed wine aficionados, who make up a quarter of the population, price is less of a concern. Instead, the region or country of origin heavily influences their choice. Half of drinkers in Cork and Limerick said they rely on recommendations from friends when selecting wine.

When dining out, opinions on wine tasting are divided: one-third of people are eager to sample the wine, another third don’t care to taste it, and the remaining third admit to faking confidence in their wine knowledge.

Conor O’Brien, a wine sales specialist at Musgrave MarketPlace, highlighted the growing appeal of natural wines as consumers seek organic and sustainable options.

“With darker evenings comes a taste for darker wines, and red wine, especially Merlot, is the top choice for Christmas Day, particularly among those aged 35-55,” O’Brien said. “Fizzy options, while still great for celebrations, have slipped in popularity, while natural wines are gaining traction with health-conscious consumers.”

He added that natural wines are becoming a more prominent feature on restaurant and wine bar menus, offering a unique alternative for customers.