Assessing brand loyalty in the Irish alcohol market

The Irish alcohol industry has experienced a fundamental, seismic change over the past five years. Consumption and market value have declined in line with the economic turbulence of the late 2000''s. Brand loyalty as a strategic defense tool is now imperative. This work evaluates this zeitgeist and analyzes the concept of loyalty within the alcohol market. Brands future and prosperity is under threat...."loyalty without reason" is the chief defense!