Page 13 - Bord Bia
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        Introduction (iv)

        Drinks Industry Terminology

        It is important to understand the industry’s unique terminology.

        •  The strength of an alcohol drink is measured and labeled as ‘Alcohol By Volume’ or ABV.
           This is the % of alcohol contained in each measure of drink. Typically whiskey is 40% ABV
           while mainstream beers (lagers, ales & stouts) are in the region of 4-5% ABV in Ireland.

        •  In an Irish bar, the legal measure of a serving of spirits is 35.5ml, while beer is typically
           served in pints (568ml) or bottles (330ml or 500ml in general).

        •  The spirits suppliers measure their market volume in 9 Liter Cases (i.e. 12 x 750ml bottles
           of spirits), while the beer industry measures volume in Hectolitres which equates to 100
           Liters of beer or 2 x 50L Kegs.

        There are two main channels for the distribution of alcoholic drinks:

        •  Of-trade channel:  refers to retail stores or of-licensed premises for purchase of drinks
           for at-home occasions.

        •   On-trade channel:  refers to bars, nightclubs, restaurants & hotels for purchase of drinks
           for out-of-home occasions

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