Pat Crotty, CEO of the VFI, states: “Publicans are being hit from all sides, but drink costs are the biggest burden they face. This latest price increase from Diageo will put even more pressure on pubs that are already operating on extremely tight margins. Pubs are at the heart of local communities and suppliers depend on them for their route to market. “This isn’t just about the price of a pint,” says the VFI CEO, “It’s about the long-term viability of pubs across the country. If suppliers value the role pubs play in Irish life, now is the time to show it through meaningful support.

Source: The Herald January 13, 2026 18:50 UTC