Sir, – Brian O’Connell has sought to misrepresent the approach of our company and the wider industry (Opinion, July 3rd), so it is important to reiterate the commitment of Diageo to both Ireland and working with all parties to tackle alcohol misuse.
He also incorrectly asserts that photos of prominent figures with a pint of Guinness in some way promote what he calls Ireland’s “boozy image”. This is akin to saying that famous people photographed enjoying a glass of champagne in France promotes drunkenness. It doesn’t.
The fact is that the international popularity of the Guinness brand has seen the Guinness Storehouse become the number one paid visitor attraction in Ireland. Therefore it is no surprise that visiting dignitaries specifically request to see the Guinness brewery and Guinness Storehouse when they come to Ireland. We are happy to support these requests, the vast majority of which receive no public attention whatsoever. A small number of these visits are made public by the visitor him or herself and they can generate huge positive publicity abroad for Ireland.
The recent Tom Cruise visit secured more than 300 million media impressions across the globe, in newspaper, television and internet pieces highlighting Ireland as a place to visit. Care is taken during such events to ensure that excessive consumption of alcohol is not promoted. For example during the recent visit of Canadian Prime Minister Stephen Harper, he was given a 100 ml sample of Guinness in a half pint glass to taste. Therefore, rather than promote alcohol misuse, these visits promote Ireland both as a tourist destination and a producer of high quality crafted food and drinks products that are marketed and consumed responsibly.
Diageo remains one of the largest food and drink manufacturers and exporters on this island and our purchases of goods and services are worth an estimated €274 million to the rural economy alone, and up to 90 per cent of what we produce is exported. We are currently investing just under €160 million in a new brewing centre of excellence at St James’s Gate, and hope to be able to continue our centuries-old tradition of producing high-quality crafted products, which we can then promote and market responsibly both at home and abroad. – Yours, etc,
LIAM REID,
Corporate Relations
Director,
Diageo Ireland,
St James’s Gate, Dublin 8.