One bar owner has said his customers 'feel a bit cheated' with the latest increase in the price of a pint.
The maker of Guinness is increasing its draught beers by 4 cent per pint.
Today's price hike follows a 12 cent per pint increase by Diageo in February of this year.
In a statement, the company said: "We continue to experience rising input costs across our business operations in Ireland.
"We are working to manage and absorb much of this, but to maintain a sustainable business, we have increased draught beer list prices of 4 cent per pint.
"The price change is applied across the entire draught beer range and is now in effect as of 14th August."
Owner of Harney's Final Furlong pub in Co Tipperary, John Harney, told Lunchtime Live people will soon 'have enough'.
"I probably had 50 people in for the match yesterday, I'd know everyone of those," he said.
"They feel a little bit cheated by this thing that's going on, the price increases the whole time.
"The last time it was the Ukraine war, and everybody accepted [it] - ESB, diesel - everything went up.
"This time they need to increase their costs again, and the fear I have is if publicans just keep increasing the costs the whole time... the punter who's coming in paying for it will have enough".
Mr Harney said it seems Dublin prices are trickling down to other parts of the country.
"If I'm up in Dublin I expect to pay way more for a pint than I do in the village that I'm in," he said.
"My customers, when they go to Dublin, will come back and say 'You won't believe what I paid for a pint'.
"If I had the pint at that price they wouldn't come into me, there's no question about that".
'People have to make a choice'
Mr Harney has said he will not be putting up his prices.
"The publicans are going to have to pay a price at some stage in this instead of just lobbing it on to the customer" he said.
"I think that might slow all this down.
"If some guy in Guinness decides to put it up 4c, he's going to keep doing it as long as he gets away with it.
"People are going to have to make decisions, they're going to have to vote with their feet.
"They're going to have to make a choice when they go into the pub".
'It is really a diversification'
VFI President and owner of Giltraps Pub in Co Offaly, John Clendennen, told the show it will be a tough decision to make.
"It's a difficult decision to make for publicans up and down the country," he said.
"I would say we've had a very tough time over the last few years with COVID.
"We were first hit, hardest hit and the longest impacted.
"Since we came out of it... I think one of the things very publican's had to do is change their offering, in order to be attractive and appealing to customers".
Mr Clendennen said it now goes beyond having a pint in a clean glass.
"A lot of the the members of the Vintners' Federation of Ireland - including myself - have seen those expenses rise over the period of time.
"It is really a diversification, and that comes with a cost that has eroded margin.
"Where we're at now with this further increase is a juncture where you decide whether you want to absorb it, and you can afford to do so based on your business model, or you pass it on.
"That's a very difficult decision for every publican to make," he added.
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