From “too busy” to “waiting for the other to text,” new Guinness Ireland research uncovers why millions of social pledges remain unkept, highlighting a festive opportunity for real-life connection.
DUBLIN, Ireland, December 1st, 2025 – It’s no secret we are a social nation, and when it comes to catching up, the pub is overwhelmingly our favourite spot, with 44% surveyed choosing it as their ideal venue for a festive catch up. Yet, despite this deep-seated social inclination, we’re also a nation of procrastinators. New research commissioned by Guinness reveals a striking paradox: we find it challenging to deliver on our promises, with over 40 million instances of “let’s grab a pint soon” uttered across Ireland this year alone, without firm plans ever being made.
KEY STATS SUMMARY:
- Over 40 million “let’s grab a pint soon” promises made in Ireland this year.
- 78% of Irish people have broken more than one ‘pint promise’ this year.
- 43% have made this pledge 10 or more times.
- 1 in 4 Irish people haven’t seen a close friend in over a year.
- 61% would rather catch up with a friend over a drink than receive a Christmas present.
- 32% confess to “waiting for the friend to initiate,” creating a national standoff.
- 180,000 Irish people are heading home for Christmas – the perfect time for a reunion.
- 68% of people are more likely to follow through on a pint promise in December.
Behind this widespread phenomenon of unfulfilled ‘pint promises’ lies a deeper cultural tension: in an ever more disconnected and distracted world, the simple act of a face-to-face catch-up remains profoundly valued. In fact, a significant 61% of Irish people surveyed would rather catch up with a friend over a drink than receive a Christmas present, underscoring that the most meaningful gifts aren’t found under the tree, but shared together in a moment of connection over a long-awaited pint.
Despite our strong desire for real-time connection, the path from promise to pint is often fraught with obstacles. The research shows that 78% of Irish people have broken more than one ‘let’s grab a pint soon’ promise this year, and a staggering 43% have made this pledge 10 or more times – In fact, 1 in 4 Irish people haven’t seen a close friend in over a year, with some having gone ‘more than 2 years’ without that longed-for reunion.
The reasons behind these unfulfilled promises are varied, yet universally familiar with those surveyed:
- 68% cite being “too busy” or lacking time.
- 42% admit to simply forgetting to follow up.
- 38% point to feeling too tired or drained.
- And a telling 32% confess to “waiting for the friend to initiate,” creating a national standoff where good intentions remain indefinitely in limbo.
Interestingly, the research reveals distinct intergenerational differences in how these promises are made and broken, highlighting unique generational habits:
- Young Adults are the most enthusiastic socialisers, yet also the “worst offenders” for unkept promises, with 52% making over 15 “grab a pint soon” pledges this year alone.
- Millennials emerge as the “busiest blamers,” with 74% citing “too busy/lack of time” as their primary reason for not following through. They average 11-15 unfulfilled promises, highlighting the modern struggle to balance life’s demands with cherished friendships.
- Gen X are the “realists,” with 58% admitting they often wait for the other person to initiate. This generation, more than others, underscores the waiting game that leaves many friendships dormant.
- Meanwhile, 45-54-year-olds are the most nostalgic, with 22% not having seen close friends in two or more years yet showing a strong preference for pubs (48%) for catch-ups. In contrast, 55-64-year-olds appear to be the ‘follow-throughers’, reporting the lowest frequency of broken pint promises.
However, the festive season offers a crucial opportunity for redemption. While peak ‘pint promise’ months are typically January/February and September, December emerges as the ‘redemption month,’ with 68% of people more likely to actually follow through on their ‘let’s grab a pint soon’ promises. This is particularly relevant as 82% plan to socialise more this Christmas, with the average person planning 3-4 friend meetups, and the pub remaining the number one choice for catch-ups (41%).
With 180,000 Irish heading home for Christmas, Guinness encourages everyone to bridge the disconnect and turn ‘soon’ into ‘now’. It’s time to make good on 40 million ‘pint promises’, prioritising real connections over material gifts. Send the text, pick the pub, and declare your pint promise – because the best gift is shared.