BUT Telecom Eireann was not the only firm to cash in on the JFKs arrival, and the Margin must take its hat off to those clever people from Coors.

Budweiser, which is brewed and marketed by Guinness in the Republic, was one of the sponsors of the visit and the surrounding hoop-la. But when the sailors arrived to head out for a few jars, who was there to greet them only a couple of representatives from Coors handing out maps of Dublin and other promotional items.

Coors is promoted and distributed in Ireland by Guinness's biggest rival, Murphy's, which, it should be remembered, was also responsible for placing a pint of its stout in President Clinton's hand last November.