A third of Irish adults admit they rarely celebrate their achievements, new research reveals

Irish modesty means meaningful wins often slip by unrecognised

The findings, from new research commissioned by Bulmers to mark its 90th birthday, show that just three in ten (29%) regularly celebrate their own wins, even though most agree it makes them feel better.

When they do take time to celebrate, the effect is powerful. Half (51%) say it lifts their mood, while others point to boosts in confidence, motivation, and pride.

Yet cultural modesty still holds people back: 42% say they don't want to seem full of themselves, while 41% admit it feels awkward making a fuss – a reflection of the Irish tendency to downplay achievements rather than shout about them.

The everyday wins that matter most

Among the most commonly mentioned "everyday wins" were:

• Running into a friend out of the blue and turning it into an impromptu catch-up (32%)
• Securing tickets to a sold-out gig or match (32%)
• Catching up on WhatsApp with a friend you haven't spoken to in ages (29%)
• Organising a plan with friends that actually happens (and everyone shows up) (27%)
• A sports team pulling off a win (27%)

Strikingly, several of the top five wins centre on the same theme: spending time with friends, keeping in touch, and showing up for each other. It's these everyday connections that people feel deserve celebrating just as much as the big milestones.

Siobhán Casey, Senior Brand Manager for Bulmers, said:

"At Bulmers, we believe every win deserves its moment. This research shows how often achievements are downplayed, even though celebrating genuinely makes people feel better. In our 90th year, it’s our time to raise a glass and savour the moments that mean the most with the people closest to us. It’s not just about the big milestones, it’s about claiming the everyday victories and finding joy in celebrating together."

90 Years of Irish craft

From humble beginnings in Clonmel, Co. Tipperary, to revolutionising how cider is enjoyed in Ireland and beyond, Bulmers has spent 90 years crafting moments worth celebrating. What started as a local passion has grown into a global icon - enjoyed from back gardens to bustling cities around the world. Here's to everyday wins, big and small, and the cider that’s been raising glasses for generations.

To celebrate Bulmers 90^th Birthday, we’re inviting people across Ireland to nominate a friend whose everyday win deserves the spotlight — whether it’s an everyday triumph or a big personal milestone. One lucky pair will be treated to x2 jerseys and a limited edition bottle of Bulmers Bubbly, to celebrate the moments that matter most with the people who mean the most.Visit bulmers.ie to get involved and nominate deserving friends.