Rules by country / Europe / Ireland sugar tax
Ireland sugar tax: what it costs each drink, and what to do
Drinks with 5g of sugar or more per 100ml pay up to 24.39 cents a litre, about 30 cents with VAT. We work out what it costs every product and whether to pass it on, absorb it or cut sugar.
At the rates in force since 2018, before VAT. VAT at 23% is added at the till.
A sugar tax review for Ireland
What the tax costs each product, and the most profitable response, with a price plan for each retailer.
- The tax on every product, before and with VAT
- Pass on, absorb or cut sugar: the most profitable choice for each product, and how sure we are
- The most a recipe change can cost and still pay
- A price plan for each retailer, and an Excel model to test other rates
How your results look
| Product | Sugar per 100ml | Tax before VAT | Our advice |
|---|---|---|---|
| Cola, 330ml can | 10.6g | 8.0 cents a can | Pass on in full |
| Lemonade, 1.5 litres | 5.4g | 24.4 cents a bottle | Cut sugar below 5g |
| Juice drink, 500ml | 4.6g | No tax | Hold the price |
Fictional products. Every real result comes with the expected sales and profit, and a likely range.
Your options
Every option has a fixed price, agreed before we start.
Sugar tax review
- The tax and best choice for each product
- Price plan for each retailer
- Scenario model and a walk-through
Pricing review with the tax
- Everything in the tax review
- Prices and promotions for the whole range
- How your products take sales from each other
Portfolio review
- Everything in the pricing review
- More retailers and data sources
- A plan for each channel
After the project: a refresh before each pricing round, from £2,000 (about €2,400). Prices are fixed in pounds sterling; amounts in euros are a guide at October 2026 exchange rates. We're based in the UK and work remotely, in English, under NDA.
How it works
From the first call to your plan in about three weeks.
A free 15-minute call
Tell us about your range. We say whether a review would pay for itself, and quote a fixed price.
Your data
Sales by product and retailer, recipes and costs. We sign an NDA before anything moves.
Your plan
The tax on every product, the best choice and a price plan, walked through with your team.
Ireland sugar tax: the detail
Open only what you need.
- Rates
- €16.26 per hectolitre from 5g to under 8g of sugar per 100ml, and €24.39 at 8g or more, before VAT
- With VAT
- About 20 and 30 cents a litre at the till
- In scope
- Water- and juice-based drinks with added sugar
- Excluded
- 100% juices, and milk and plant drinks high in calcium
- Since
- May 2018, with a wider base from 2019
Pass it on
Raise the price by the tax or more. Works for products whose sales hold up when the price rises.
Absorb it
Keep the price and take the cost. Works when a rise would push a product past a key price point and lose more profit than the tax.
Cut sugar
Reformulate below 5g to pay nothing, or below 8g for the lower rate. Works when the tax saved is worth more than the recipe cost and any lost sales.
What is the sugar tax in Ireland?
The Sugar-Sweetened Drinks Tax: €16.26 per hectolitre on drinks with 5g to under 8g of sugar per 100ml, and €24.39 at 8g or more, before VAT. With VAT that is about 20 and 30 cents a litre.
When was the sugar tax introduced in Ireland?
In May 2018. Its base was widened in 2019.
What does the sugar tax add to the price of a drink?
At the higher rate, about 8 cents on a 330ml can before VAT, or about 10 cents with VAT. How much of that reaches the shelf price is a choice for each brand and retailer.
Is the Irish sugar tax a percentage?
No. It is charged per litre by sugar band, not as a share of the price. VAT at 23% is then added on top.
How much does a sugar tax review cost?
A review of up to 10 products has a fixed price from £7,500 (about €9,000) and takes about three weeks. For 11 to 50 products, a full pricing review with the sugar tax built in costs around £17,500 (about €21,000). It starts with a free 15-minute call.
Do you work with brands in Ireland?
Yes. We're based in the UK and work remotely and in English, under NDA. Prices are fixed in pounds sterling before we start, and the first step is a free 15-minute call.
Checked on 20 October 2026. Rules and rates change, so check the official source before making decisions. This page is not tax advice.
Also changing prices in Ireland
Ask about these on the same call.