Brewers shocked at Ireland’s disregard for process and the EU Single Market

On Monday Ireland's Health Minister regrettably signed into law new, far-reaching rules that will oblige any beers sold in Ireland to carry a unique, trade-restricting label exclusive to the Irish market. Beers and all other alcoholic beverages will be forced to label the calories per container (on top of the per 100ml info), the grams of alcohol in the product (on top of the abv), a new Irish logo advising pregnant women not to drink and health messages warning on the risk of liver disease and cancer.

It is extremely disappointing that the Minister has taken this step whilst there is a live process still ongoing within the World Trade Organisation. In fact, ten non-EU countries, including Ireland's biggest trading partners have just in recent weeks added their voices to the thirteen EU countries who already expressed their concerns and opposition to a measure that will set up a barrier for exports into the Irish market. Whilst no one contests Ireland's legitimate right to implement national alcohol policies, all countries have pleaded for an approach that is less disruptive of trade.

This neglect of the continuing democratic processes within the WTO comes on top of Ireland ignoring the opposition from EU countries last year, the circumventing of existing EU harmonised legislation on the provision of calorie and alcohol content information and a complete disregard for the fact the European Commission has committed to coming forward with an EU-wide approach to health warnings for alcoholic beverages.

Bringing this measure into force will set up a barrier to trade that will ultimately mean brewers having to decide whether to shoulder the additional costs of an Ireland-specific labelling regime or simply to exit the Irish market altogether.

The three-year lead-in time for businesses to adapt is of limited comfort to the brewers who have to take this hard decision and the Irish consumers who will find themselves with a reduced selection of beers from which to choose.

We call on the European Commission and WTO to step in and stop this.