The nature of the challenge: There are thousands of brands in the market. Our job is to fight for market share. That is not easy and costs a lot of money.

Succeeding in the international market place: Japan for instance is a very difficult market, even though we have invested quite a lot of money and time there, we still haven't cracked it.

Baileys as a brand: We are not in the business of milking a trademark.

Baileys as an Irish product: The ingredients are indigenous to Ireland every single drop of Baileys is made here in Dublin.

The costs of supporting the product: £65 million that's the type of money it takes to make any dent in the international stage.

The campaign in the US: On average they drink around 30 glasses of Baileys a year, which is still a very low incidence.

What is still to be done: It's just that we haven't managed to convince them to use it more frequently.