Licensing World Issue 1 2024 by Ashville Media Group

Issue 1 2024

‘A scandalous Increase’

Employment costs putting huge pressure on businesses

Blazing aTrail Kilkenny site Brewing up New for SULLIVAN’S

A STORM BREWING COMPANY

Setting the BAR LOUIS FITZGERALD on building relationships, both inside and outside the pub

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CONTENTS

Contents Issue 1 2024 4

NEWS The latest updates from the on trade

EDUCATION The Irish Whiskey Association is sponsoring a scholarship place on the Brewing & Distilling course at MU

VAT Publicans plan to make VAT 9 an election issue

IN CONVERSATION WITH

You don’t need a pile of expensive equipment to make a good cocktail, says Oisín Davis

COVER STORY Madrí Excepcional has made an ambitious start to 2024

15 19

INTERVIEW Louis Fitzgerald's success is down to building relationships, both inside and outside the pub

BREWERY Sullivan's Brewing Company is gearing up for a busy year with the opening of a new site in Kilkenny

MINIMUM WAGE The cost of employment is putting huge pressure on Ireland’s licensed trade

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EDITOR'S LETTER

In the first issue of Licensing World for 2024, we take a look at the growth of Madrí Excepcional and its journey to become one of the leading brands in the premium world beer category. A key brand within the Molson Coors portfolio, Madrí was launched in 2011 and since then, has experienced significant growth. In 2023, the brand experienced an 80% growth in on-trade sales compared to overall on-trade category growth of 36%. Over the coming months, Madri Excepcional plans to showcase its Spanish heritage through a series of initiatives including on-street murals and activations. For more on the brand’s success, turn to page 15. Elsewhere in this issue, Oisín Davis explains the origins behind ‘Irish Kitchen Cocktails’, a book that demonstrates how easy it is to make good cocktails without any fancy equipment. Irish spirits are the star of the show and are, says Oisín, underutilised in the home market. We might ship and export our spirits abroad, but we’re not accustomed to using them in our cocktails, unlike the rest of the world. On page 19, Louis Fitzgerald talks about how at the age of 23, he purchased his first pub. A carpet in the venue, an unusual addition to a pub in Dublin’s inner city in the 1960’s, brought the punters and it remains the only pub Louis paid for in total in the first year of trading. On page 23, David McSweeney at Sullivan's Brewing Company chats about the brewery’s new venue in the heart of Kilkenny city. Due to open in late 2024, it’s set to bring brewing back to the city for the first time in 10 years.

Editor: Denise Maguire Creative Director: Jane Matthews Art Director: Lenny Rooney Designer: Neasa Daly Production: Claire Kiernan Stock Photography: iStock.com Sales Director: Trish Murphy Managing Director: Gerry Tynan Chairman: Diarmaid Lennon Published by: Ashville Media, Unit 55, Park West Road, Park West Dublin 12 Tel: (01) 432 2200 ISSN: 1393-0826 All rights reserved. Every care has been taken to ensure that the information contained in this magazine is accurate. The publishers cannot, however, accept responsibility for errors or omissions. Reproduction by any means in whole or in part without the permission of the publisher is prohibited. © Ashville Media Group 2024. All discounts, promotions and competitions contained in this magazine are run independently of Licensing World. The promoter/advertiser is responsible for honouring the prize. ISSN 1393-0826

We hope you enjoy this issue and if you’ve any thoughts or opinions, please drop us a line.

Denise Maguire Editor The Licensing World editorial team email: editor@licensingworld.com

VISIT US ONLINE www.licensingworld.ie

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NEWS

The main events this spring...

Dave McCabe is new Master Blender at Irish Distillers

Billy Leighton and Dave McCabe

As Billy Leighton takes on the role of Master Blender Emeritus at Irish Distillers, Dave McCabe has stepped into his predecessor’s role as the new Master Blender. Billy will remain at the business supporting Irish Distillers’ brands as Master Blender Emeritus following a 47-year career at the company. He originally started as a trainee accountant in the then Irish Distillers owned Old Bushmills Distillery in County Antrim before moving into production and working in a variety of roles across bottling, warehousing, maturation and blending, before being appointed Master Blender at Midleton Distillery in 2004. As Blender, Dave McCabe has spent several years working closely with Billy gaining experience, knowledge and an in-depth understanding into the art of blending. Dave joined the business in 2010 and held several roles including Irish Whiskey Academy Tutor, International Whiskey Ambassador and Process Technologist, before being appointed Blender in 2018. Billy Leighton, Master Blender at Irish Distillers said: “I have spent most of my working life at Irish Distillers and I am truly grateful for the opportunities my job and this business have afforded me. While I will be stepping down from the Master Blender role, I will not be stepping away from the business and I look forward to embracing my Master Blender Emeritus role, working with brand teams on special launches. I would like to take this time to wish a much-respected colleague and friend, Dave McCabe, the very best as he takes the Master Blender baton and I look forward to continuing to work with him. Dave and I have worked closely together for years and I really enjoy our collaborations.” Dave McCabe, Master Blender at Irish Distillers said: “I feel both excited and privileged to be appointed Master Blender in Irish Distillers, following in the footsteps of a true Master. I would like to thank Billy for all that he has contributed to my professional development; he has been an exceptional colleague, mentor and friend. I truly learned from the best.”

iStil38 wins big at World Drinks Awards iStil38 won the title of best Irish Vodka at the recently-held World Drinks Awards. Produced in West Cork, iStil38 is the biggest selling premium Irish vodka in the country. The brand recently collaborated with Ballymaloe Foods to create a vodka cranberry sauce for Christmas. Additionally, five cents from each bottle sold in Ireland goes towards the non-profit Hometree for planting

native Irish trees. Pippa O’Connor Ormond, creative director and partner, iStil38, said: “From the get go, we have always set our sights on winning in The World Drinks Awards. It carries huge weight in the global industry and gives amazing credibility to its winners. We’re very excited about taking the top award for Ireland’s vodkas, especially with such a huge amount of competition.”

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NEWS

Appointment The Connacht Hospitality Group which includes An Púcán, HYDE Bar, 1520 Bar and The Connacht Hotel, has announced two new additions to its Board of Directors – Group Operations Director Wayne Neilon and Group Finance Director Brian Lynch. Meath native Wayne Neilon has 30 years of experience in the hospitality industry, eight years of which have been with the Connacht Hospitality Group. He has overseen the Group’s success and

expansion since 2017 in his role as Group General Manager, where he developed the Group’s leadership team. From Co Clare, Brian Lynch has been with the Group for the last six years and holds a number of board positions including nonexecutive board positions with Helplink Mental Health based in Galway and New Music Dublin. The appointments coincide with the Galway business’ strategic plan to broaden its footprint and enhance its services.

Diageo contributes €13bn to Europe’s economy every year According to a report from Oxford Economics, Diageo contributes over €13 billion and 200,000 jobs every year to Europe’s economy. The report, Diageo’s Economic Impact in Europe, adds that Diageo is a leader in the spirits sector, which provides one of the highest value-adds per job, relative to its size, of any part of the total beverage alcohol sector. The company added €13.2 billion in gross value (including the upstream impacts from its suppliers and downstream impacts through the distribution and sale of products in shops, bars, restaurants and hotels) to the economy. For every €1 Diageo received in net sales, it supported a contribution of €3.60 to the GDP of Europe. Diageo said the report also highlights the productivity of Diageo’s employees, who it claims are 4.1 times more productive than the average EU27+ worker in terms of contribution to gross domestic product. For every person employed directly by Diageo in 2022, a further 8.7 full-time jobs were supported by its supply spending.

Keep it no or low The Shelbourne’s new no and low alcohol drinks menu features cocktails, spirits and a new partnership with premium alcohol free beer Lucky Saint. The hotel’s bar team along with Lucky Saint Founder Luke Boase were on hand recently, as guests sampled the new additions to The Shelbourne's drinks menu and enjoyed some tasty bites from Executive Chef Gary Hughes and his team.

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NEWS

Ukiyo Spirits unveils Tokyo Dry Gin

Ukiyo Spirits, owned by Belfast company Drinksology Kirker Greer (DKG), has launched a new small-batch classic dry gin that celebrates the tastes and aromas of Japan. Bottled in Ukiyo’s world-first, two-colour graduated bottle, Ukiyo Tokyo Dry Gin is traditionally distilled in copper pot stills and uses high-quality Japanese ingredients including indigenous rice grown in surrounding regions and five native Japanese botanicals – yuzu peel, mikan peel, sakura flower, sakura leaf and sansho pepper. “These carefullychosen ingredients combine to express the diverse terroir and tastes of Japan – resulting in an elegant and delicately aromatic classic dry gin, offering warm and well-balanced citrus and spice notes and a smooth finish,” says Ali Pickering, Chief Marketing Officer at DKG. “Tokyo Dry Gin is beautifully presented in Ukiyo’s iconic two–colour graduated bottle, a world-first design offering a stylish and uniquely Japanese aesthetic that reflects Ukiyo’s home by mirroring the mountains and oceans of Japan.”

Boann Distillery lands three whiskey awards Boann Distillery has three reasons to raise a glass after a triple success at the World Whiskies Awards 2024. The Meath Distillery’s Winter Solstice Single Pot Still clinched the title of Best Pot Still in Ireland in the 12 years and under category and was also a gold national winner in the New Make and Young Spirit category for ‘The Poor Creature’ and in the Blended Malt category for ‘The Good, the Bad and the Smoky’ - part of its Whistler range. The distillery will now go on to compete for the title of World's Best in March.

First bottled in 2022, the Winter Solstice was Boann's first ever single pot still release and marked the revival of whiskey distilling in Drogheda for the first time in 160 years. In 2019, it filled nine, specially hand-selected casks with whiskey spirit from its inaugural distillation, including NEOC (New Era of Oak Cask), PX, Armagnac, Sauternes, Moscatel, Chardonnay, Bordeaux, Rum and Marsala, and matured in the solitude of the distillery. The first bottles of 'Solstice', matured on site, came from a Pedro Ximenez hogshead 250ltr cask.

HEINEKEN Ireland launches biggest ever responsible drinking campaign As it continues to promote responsible consumption, HEINEKEN Ireland is launching a major new advertising campaign featuring World F1 Champion Max Verstappen. The campaign’s core message is that consumers should never drive if they have been drinking alcohol and promotes Heineken 0.0% as a responsible choice if you are driving. The non-alcoholic category in Ireland continued to enjoy growth in 2023. Figures compiled by Drinks Ireland show that non-alcoholic beer sales in Ireland more than tripled between 2017 and 2021, from 1.79 million to 5.55 million litres. The market share for non-alcoholic beer soared by 275% during this time, from 0.4% to 1.5%. Since its launch in 2018, Heineken 0.0 today enjoys the highest share of the total market. “We know that consumers are seeking more balance, particularly Gen Z and Y and so it’s important that we continue to lead this category. This campaign has a strong message and one of the options that consumers have is to choose an alcohol-free product such as Heineken 0.0,” said HEINEKEN Ireland Marketing Director, Fiona Curtin.

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NEWS

Findlater & Co launches all-sustainable wine portfolio From 2024 on, Findlater & Co’s portfolio will exclusively feature sustainable wineries. The company says this move signifies its strong commitment to environmental responsibility and its leadership role in guiding the wine industry towards a more sustainable future. The decision is in line with its ‘Give Wine A Future’ movement, established in 2021 in response to the climate emergency. The initiative emerged from the urgent need for Ireland’s wine industry to confront climate change and supports wine producers who positively impact the environment. On March 5, Findlater & Co is hosting the second 'Give Wine A Future' portfolio tasting event at The Shelbourne Hotel in Dublin. This trade-only event will serve as a platform for industry leaders, sustainability experts and trade customers to explore sustainable viticulture and discuss the future of wine.

Ahascragh Distillery goes greener Ahascragh Distillery has been recognised as a verified member of Origin Green, Ireland's national food and drink sustainability programme. The membership further highlights the distillery's commitment to sustainable practices and ethical sourcing. From its inception, Ahascragh Distillery has aimed to decarbonise the energy source for the distilling industry and has prioritised sustainable practices including energy efficiency and reducing waste. The distillery aims to maintain zero energy emissions through a means of thermal storage, combined with optimal heat recovery, recycling energy that would normally go unused. The system reaches temperatures above 115°, which is a first in Ireland and the UK. This allows the distillery to achieve a saving of 706 tonnes of CO2 per year, with a 40% reduction in cost over an expected lifetime of 20 years. Water input and output is also closely monitored in the distillery, with water supply coming from two on-site wells. The fully automated plant, featuring a clean-in-place system, sets Ahascragh Distillery apart in the industry. This system not only measures water usage, but also minimises it through automation.

‘Importance of exports cannot be overstated’ Drinks Ireland has welcomed the publication of Bord Bia’s Future Focussed report which shows that Irish drinks exports, valued at €1.8 billion in 2023, continue to represent a very significant component of the Irish food and drinks sector and are a major contributor to local economic activity and job creation throughout the country. Alcohol drinks manufacturers are operating in every county on the island and our brands across spirits, beer and cider are enjoyed by consumers the world over, with Irish drinks exports reaching 119 markets in 2023. Last year’s export value was down by 8% on the record 2022 performance due to challenging economic headwinds globally, in particular inflation, cost of living pressures and more restrained consumer spending. Nevertheless, export value remained 12% ahead of 2021 levels and Drinks Ireland expects improved market conditions as we progress through 2024. Irish drinks manufacturers have a strong ambition for further growth with significant investments ongoing in capacity, innovation and market development. This ambition for growth and delivery by the sector needs to be matched by a policy framework that allows the sector to realise its potential. Drinks Ireland, in its recent policy priorities publication, Pride of Place, highlighted some of the key areas for attention including: • Increased investment through State Agencies such as Bord Bia, Enterprise Ireland and other bodies to support the export growth ambition of the sector • Government and EU support for the protection of our Geographic Indications (GIs) for Irish Whiskey, Irish Cream and Poitín through securing GI recognition, certification trademark registration and engaging with the US authorities to strengthen product protection • Securing ambitious trade agreements that encourage trade relations through reduced tariffs and avoidance of tariff retaliation and that also protect our All-Island cross-border supply chains through appropriate rules of origin • The adoption of evidence-based policy and regulation around our sector and a proper policy of engagement with the industry, across all departments whose policies influence our business. Drinks Ireland Director Cormac Healy said: “Exports are a huge part of our business and will continue to deliver towards the overall economy and very much so to regional economic activity. Alcohol consumption in Ireland has fallen by 30% in the last 20 years and the importance of exports for our sector cannot be overstated. We believe that adopting practical and balanced policies for both the home and export markets will safeguard this critical Irish industry into the future.”

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E D U CAT I O N

THE IRISH WHISKEY ASSOCIATION IS SPONSORING A SCHOLARSHIP PLACE ON A BREWING AND DISTILLING COURSE AT MU

Supporting

Ireland's WHISKEY INDUSTRY Eoin Ó Catháin, Director, Irish Whiskey Association

he Irish Whiskey Association has announced it is sponsoring a scholarship place on the next intake of Maynooth University’s Brewing & Distilling Science course. The short-term, focused micro-credential learning programme is specially designed by Maynooth University’s Department of Chemistry, together with a number of Ireland’s leading distilling experts. The aim of the course is to promote consistent product excellence across the Irish Whiskey industry by covering the technical aspects of distilling. The course, now in its second year, is set to start on 2nd March. Announcing the scholarship opportunity, Director of the Irish Whiskey Association, Eoin Ó Catháin, said: “It’s very important that we support the development of leading-edge scientific knowledge among the next generation of talent working in the Irish Whiskey industry. Irish Whiskey is a premium, worldclass product and a vital sector to the Irish economy, as seen not only in our contribution to the domestic economy but also in our export value. Building an advanced education and skills base in Ireland is critical for ensuring that Irish Whiskey retains a competitive edge globally. We’re delighted to see that ties between the Department of Chemistry at Maynooth University and Ireland’s distillers continue to go from strength to strength. They understand the skills needed in the industry and this course is expertly designed to share the expertise required to ensure the consistent excellent quality of Irish Whiskey products.” Professor Denise Rooney from the Chemistry Department at Maynooth University (MU), who is a contributor to the micro-credential course, added: “Our micro-credential course in Brewing & Distilling Science is both co-designed and codelivered by industry experts and academics at MU and will

equip learners with the necessary scientific knowledge and instrumentation competencies to develop skills relevant to the alcoholic drinks industry. The course was created in response to strong demand for an analytical course to support the growing Irish craft brewing and traditional whiskey industries. Comprising online lectures, tutorials and virtual lab simulations, this micro-credential course will be run over a 12-week period, including a practical experience in Maynooth University’s modern labs. This course is ideal for new entrants into the distilling industry or those wishing to gain more in-depth knowledge in the area.” Learners on the blended course will be required to attend 10 weeks of one-hour live online lectures and a three-day handson laboratory experience. A career development lecture will be led by the Irish section of the prestigious Institute of Brewing & Distilling. In addition to distillation, topics covered by the course include techniques for yeast analysis, the environment and sustainability and fermentation analysis. The course is open to applicants who hold a level 8 honour’s degree in a science discipline with a minimum 2.2 grade. Experienced industry professionals who do not hold a primary or higher degree are also welcome to apply.

“Our micro-credential course in Brewing & Distilling Science is both co-designed and co-delivered by industry experts and academics at MU"

For more information, visit www.mu.ie/brewing-distilling. The course is subsidised by Taste4Success Skillnet

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C O RMTMNEERRC I A L PA PROFILE

Reimagining IRISH WHISKEY

COMMERCIAL PROFILE

Lora Hemy, Head Distiller at Roe & Co Distillery, is ushering in the next golden age of Irish Whiskey

oe & Co is a contemporary, Irish whiskey firmly positioned at the premium end of the Irish Whiskey category. Distilled at the Roe & Co Distillery in Dublin 8 and helmed by head distiller Lora Hemy, the brand is actively reimagining every aspect of the whiskey making process in Ireland. Lora aims to broaden the appeal of the category to all consumers who are interested in exploring new innovations from the brand and vibrant flavour experiences at the distillery. Using her diverse and creative background in flavour, aroma, sensory perception and distilled beverages, Lora is helping both Roe & Co and the Irish Whiskey industry push boundaries by spearheading new innovations and first editions for the brand in 2024, while challenging perceptions, ushering in the next golden age. Additionally, the brand has been stirring up an established whiskey category, collaborating with bartenders re-imagining everything from taste by adding layers of vibrant flavour, to the bottle, which looks and feels modern and distinct in comparison to other products currently available in the Irish category. Launched in 2017 Roe & Co’s first release, 106, is a premium blended Irish whiskey, named in honour of George Roe, a true pioneer of Irish Whiskey. Refined, elegant and with remarkable

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depth, a masterful blend of rich malt whiskey and the smoothest of grain whiskey aged in bourbon casks. Roe & Co 106 is a luxuriously smooth blend with a perfect harmony between the intense fruitiness of the malt and the mellow creaminess of the grain whiskies, with an ABV of 46% putting it ahead of many others on the market. Taking over two years and more than 100 prototype blends before it was given the senior blender’s seal of approval, 106 is now an award-winning blend having secured Gold in the Irish Whiskey Masters 2020 as well as receiving 94 points in the recent 2024 US Wine Enthusiast rating. The doors of the Roe & Co Distillery and Visitor Experience opened in June 2019 featuring a re-imagined and old, disused and neglected power station to create a vibrant, contemporary whiskey distillery in the heart of the liberties. The distillery continues to be a hugely popular visitor attraction for domestic and international whiskey enthusiasts, having been awarded Best Visitor Attraction for the second year running at Ireland’s Bar of the Year Awards 2023. Visitors are treated to a modern and immersive whiskey experience focusing on cocktails and vibrant flavours. Roe & Co is extremely proud of the distillery and the surrounding partners in the community that they collaborate with to create a unique visitor experience.

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VAT

Time to take

ACTION

PUBLICANS PLAN TO MAKE VAT 9 AN ELECTION ISSUE

he Licensed Vintners Association (LVA) has said it plans to make the restoration of VAT 9% for food an election issue in the run up to the local and European elections this summer. The organisation is writing to all public representatives for Dublin on the issue, seeking their commitment for restoring the lower rate of VAT for food and highlighting how the government measure has been damaging to hospitality. Taoiseach Leo Varadkar recently said a reduction in VAT for food “warrants consideration”, while several prominent politicians have already expressed their support for the reintroduction of the 9% rate for food, including Minister of State Neale Richmond. The 9% VAT rate for food had been in place for 10 of the last 12 years, before it was scrapped by government last September. For the average Dublin pub, 35% of its turnover comes from food. That figure rises to 50% of turnover for a significant number of food focused pubs across the capital. The LVA says that since the government increased the VAT rate on food last autumn, food businesses have been forced to raise their menu prices. Pubs across Dublin have highlighted how damaging this has been, with customers also expressing their distaste for the measure. The Vintners plans to write to politicians across the capital, asking them whether they support the reinstatement of VAT 9% specifically for food. They will be asking their members to do the same to their local public representatives. “The simple fact of the matter is that the government should never have increased the VAT rate for food last year,” said Donall O’Keeffe, CEO at the LVA. “It immediately pushed the level of taxation applied to food up by 50% and that had an instant knock-on impact on menu prices. “The public didn’t like that and neither did the wider hospitality sector. Customer spending on out of home meals is discretionary and is influenced by pricing, especially in an already volatile cost of living environment. So, that government instigated increase was damaging to the hospitality sector, our wider tourism sector and it is having really significant consequences for food-led businesses. “The Government is now seeing the impact of that decision. There are hospitality businesses having to shut their doors for good on a near daily basis. Raising the VAT rate on food and then quickly following that up with

Donall O'Keeffe, CEO, Licensed Vintners Association

"For the average Dublin pub, 35% of its turnover comes from food. That ﬁgure rises to 50% of turnover for a signiﬁcant number of food focused pubs across the capital"

the imposition of other mandatory costs for small, low margin businesses such as increased minimum wage, increased sick leave entitlements, extra employers’ PRSI and pension auto-enrolment, is making the trading environment extremely challenging and the government needs to recognise that fact." A number of politicians have stated they believe the 9% VAT rate on food should be restored. "Accordingly, we will be writing to all the public representatives across the capital and asking them to simply state whether they support a reduced VAT rate for food or not. The politicians can also expect to hear from publicans in their respective constituencies on this matter. “We hope this will help focus minds and that the government will take action on the VAT rate before more food-led businesses go to the wall. The industry is crying out for this issue to be addressed and politicians would be wise to reflect on that matter in an election year and with a general election also on the horizon,” O’Keeffe added.

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INTERVIEW

In with… YOU DON’T NEED A PILE OF EXPENSIVE EQUIPMENT TO MAKE A GOOD COCKTAIL – A JUG AND A COUPLE OF IRISH SPIRITS WILL DO, SAYS OISÍN DAVIS

CONGRATULATIONS ON THE SUCCESS OF IRISH KITCHEN COCKTAILS Thanks, it’s keeping me busy! It’s a nice change from what I normally do, which is educating bartenders and running Great Irish Beverages. The book is all about educating the public, showing them how easy it is to make great cocktails at home, using Irish spirits. WHERE DID THE IDEA FOR THE BOOK COME FROM? In November 2023 I was sat across from Kristin Jensen, the publisher who owns Nine Bean Rows, at the Food and Wine Awards. She and I worked together years ago on the SuperValu magazine – she was the editor and I used to contribute cocktail recipes. My brief was to make the cocktails as simple as possible so quite often, I would concoct recipes that required no professional bartending equipment at all. The day after the awards, she sent me an email saying we should talk about releasing a book together. It was during our conversations that we realised there was a gap in the market for a book that simplified cocktails and showed how easy they can be made with our own spirits.

"The book is all about educating the public, showing them how easy it is to make great cocktails at home, using Irish spirits"

HOW DID YOU FIND THE PROCESS OF PUBLISHING A BOOK? Kristen was great. She made the whole thing very simple, but it was definitely a lot of work! It's not for the faint of heart. I’m used to hard

graft though, so I got through it. It was difficult to choose which cocktails to include, but that’s what a great editor is for. The recipes are a combination of cocktails I would have created myself years ago, classics that have been reinterpreted for home use and other cocktails that I created during the lockdown period. That was an interesting time – there were no bars for us to go to and I was being contacted a lot by Irish drink brands to come up with recipes for online demos or media publications. HOW ARE BOOK SALES GOING? Very well. It's officially a bestseller. People are telling me that it’s the first time a spirits or cocktail book has ever gotten into the top

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INTERVIEW

all the demos I've been doing to help promote the book, audiences are predominantly quite young. If you look at the types of people that are buying wine versus those going to cocktail bars, there's a huge gap in the age profile. Younger people are bucking the trend but it’s happening slowly. One of the things I wanted to address in the book is that we don't need to be scared of cocktails. In fact, you don't even need any professional equipment. You can make a good cocktail with everyday kitchen items that you have at home, whether it's a jug or a punchbowl or a blender. I have a whole chapter dedicated to cocktails made with a NutriBullet. Essentially, the aim of the book is to demystify cocktails for the Irish public and show them there are other ways to enjoy these spirits. We might ship and export our spirits to lots of other countries but we need to become more accustomed to using them in different types of ways, such as in cocktails. HOW’S THE DAY JOB GOING? It’s going well, I’m busy on all fronts. 2023 was a good year for Great Irish Beverages; we’ve been keeping our clients busy working with the likes of Redbrest, Middleton Very Rare, istil 38 and The Single Malt Shop.

"We don't have as strong a cocktail culture, but that's changing" 10 in Ireland. Irish spirits such as Jameson and Baileys are some of the most popular spirits in the entire planet. The most popular liqueur in the world is Baileys, while Jameson is in the top 10 of the most popular premium spirits. If you go to the UK, the USA or any European country, they'll know how to make cocktails with Irish spirits. Yet in Ireland, we haven't really caught up yet. WHY IS THAT DO YOU THINK? We don't really have as strong a cocktail culture. I think that's starting to change though. Younger audiences are extremely keen to get involved. At

HOW DID YOU GET INTO THE INDUSTRY? My background is in hospitality and music promotion. In the 90s, everything to do with promoting gigs and nightclubs and events involved engaging with drinks companies, so I built up a good working relationship with them. In 1999, I was the General Manager of the Sugar Club on Leeson Street in Dublin. I ran it for 12 years; it was actually the first live music venue and nightclub in Ireland that served cocktails. Eventually I decided to go solo and set up Great Irish Beverages. It’s Ireland’s first consultancy dedicated to promoting produce and publicising Irish drinks brands. WHAT'S YOUR FAVOURITE COCKTAIL IN THE BOOK? That's a tough one. My cocktail choice always depends on the season. Over Christmas, I had a pot of mulled apple on the stove constantly. When you cook it up, it fills the kitchen with these beautiful Christmas spice aromas. The idea is that when someone walks in the door, you give them a cup of hot apple and if you want to liven it up, you throw in a shot of whiskey. ARE YOU THINKING ABOUT BOOK TWO YET? I am! I’m developing it at the moment so watch this space.

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COMMERCIAL PROFILE

AN AUTHENTIC

Local brand Irish Rugby International Tadhg Furlong unveils O’Driscolls Irish Whiskey as sponsor of Wexford Wanderers R.F.C

exford native Tadhg Furlong recently made an appearance at Wexford Wanderers R.F.C where O’Driscolls Irish Whiskey was revealed as the new sponsor of the club. The Wexford Wanderers Park will also now be officially known as ‘O’Driscolls Park’. Nestled in the townland of Park in the sunny south east of Ireland, the Wexford Wanderers club fields various mens’ and women’s teams of all ages and has a thriving social scene with a wide range of fun activities and events for all ages and interests throughout the year. The O’Driscolls Irish Whiskey sponsorship of Wexford Wanderers R.F.C is of special meaning as Michael Stafford, Managing Director of Stafford Bonding, explained: “O’Driscolls Irish Whiskey is proud to give its name to Wexford Wanderers ground. As of this month, we are delighted that the ground will now be called O’Driscolls Park. There is a long link with my family and the club – my Dad is an honorary life member and Grandfather Stafford and I played rugby for Wexford Wanderers,

so the club is very close to my own heart. O’Driscolls is named after my mother’s side of the family, whose ancestors were the legendary Irish O’Driscolls pirate clan. We are an authentic local brand and it is great to be able to give back by working with our local rugby club on this collaboration.” Tadhg Furlong added: “It is great to see such belief and investment by the Stafford family in the club and grounds. Plans to upgrade the playing facilities will be of huge benefit to the club and the sport of rugby in Wexford.” The three year sponsorship with naming rights will enable the club to upgrade the overall playing facilities and bar, as well as the general maintenance of the club. Tony Connolly, President of the Wexford Wanderers R.F.C, said: “Excitement is already building for the upcoming Fleadh Cheoil next year, where Wexford Wanderers and O’Driscolls Park will serve as the official camp site for the event. This will be one of many events we look forward to with O’Driscolls Irish Whiskey in its committed sponsorship with Wexford Wanderers R.F.C.”

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COVER STORY

blazing a trail MADRÍ EXCEPCIONAL HAS MADE AN AMBITIOUS START TO 2024

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COVER STORY

LOOKING TO THE FUTURE In 2024, Madrí Excepcional, the Mediterranean style lager, will continue to bring ‘El Alma de Madrid’ or the soul of Madrid to Irish nightlife and hospitality. However, the goal for the brand is to go even bigger and better than before, by driving consumer awareness via a bold and ambitious new media and experiential campaign. El Alma de Madrid brings the culture and soul of the Spanish capital through delicious food and drink fused with electrifying music and vibrant street art. The event has already brought its unique vibe to Dublin, Cork and Belfast and is part of an ongoing city tour of Ireland and the UK taking place this year.

n 2023, Madrí Excepcional experienced a remarkable year of growth and new brand milestones. As we stride into 2024, our ambitions for the year ahead are even higher. Madrí Excepcional is a key brand within the Molson Coors portfolio, and last year, it emerged as one of the leading brands in the premium world beer category. The category has tripled in size in Ireland since 2019 (MAT data, June 2023) and within this category, Madri Excepcional is now the fastest growing brand in Ireland and the UK.

THE SOUL OF MADRID Madrí Excepcional embodies the soul of Madrid. It is the result of a Molson Coors collaboration with its La Sagra brewery, which was founded by Carlos Garcia, a first-generation brewer from Spain, in 2011 in Toledo, close to Madrid. Having seen first-hand the fusion that Madrid and the surrounding area embodies, Carlos applies that ‘fusion’ philosophy to the beers he brews to create beers loved by all. La Sagra doesn’t have hundreds of years of brewing history, nor a long family tradition in beer. What they have is a young, innovative brewery, that do things differently and inspire others to do the same. 2023 will be remembered as the year Irish consumers embraced this innovative new world beer.

"This commitment to street culture is an integral part of the brand’s DNA"

ON- AND OFF-TRADE GROWTH In 2023, Madrí Excepcional emerged as a standout player in off-trade sales, achieving a 200% growth from its modest base during the second quarter (according to MAT data April to June, 2023). The brand experienced an 80% growth in on-trade sales during the same period, compared to overall on-trade category growth of 36% growth (MAT data, June 2023), underscoring the brand’s stand-out performance in both sectors.

SPORTING PROWESS Ireland is immersed in a rich sporting culture that intertwines with national pride and a tapestry of celebration. This year, throughout all the big sporting events, Madrí Excepcional will be there every step of the way to bring fans together in on-trade venues or at home, embodying the best of Irish hospitality and good-natured sporting rivalries. The brand is investing in an above-the-line (ATL) sponsorship campaign from February to capture the start of the sporting calendar for Irish sports fans.

STREET CULTURE IS IN OUR DNA Street culture is not just a passing trend for Madri Excepcional, it's woven into the very fabric of the brand’s identity. Beyond crafting an exceptional drink, Madri Excepcional is a purveyor of a spirit deeply connected to the vibrancy and innovation found in the streets - from the bustling avenues of urban Madrid to the charming lanes of Dublin. This commitment to street culture is an integral part of the brand’s DNA. In the coming months, Madri Excepcional plans to further showcase its Spanish heritage through a series of bold and disruptive initiatives. The brand aims to leave an indelible mark with on-street murals and activations that continue to celebrate its roots and embody its dedication to the spirit of the streets. The strategy extends beyond traditional advertising, with a focus on earned media and special build out-of-home (OOH) experiences. By doing so, Madri Excepcional aims to capture the attention of a changing consumer landscape that is truly experiential. Central to this approach is Conectada, a silver thread that weaves through the brand’s activities. It serves as a conduit for an “always on” approach to sampling and consumer engagement. Conectada seamlessly integrates with consumer touchpoints like events, packaging, social media and advertising. It enhances consumer engagement by highlighting upcoming events and offers personalised maps based on user location for easy access to venues, sampling and beer outlets.

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COVER STORY

"Madri Excepcional is a purveyor of a spirit deeply connected to the vibrancy and innovation found in the streets"

MARKET TRAILBLAZER Irish drinking habits are evolving and consumers are becoming more discerning in their choices. This is reflected in the remarkable growth of the world beer category in Ireland, with Madri Excepcional emerging as the fastest-growing brand in this sector. The brand mirrors changing consumer preferences and positions itself as a trailblazer in a market witnessing a tripling in the size of the world beer category since 2019. Madri Excepcional recognises that people are not just changing what they drink but also how they drink. The brand’s success is not solely attributed to its exceptional taste but also to its ability to be an integral part of diverse experiences – whether it’s enjoying a beer while dining out, at a live music gig or during an experiential event that celebrates cultural fusion.

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COMMERCIAL PROFILE

THIRSTY

for more

Pepsi is unveiling a major rebrand to shake up the cola category

epsi is unveiling a complete rebrand in March, with exciting new pack designs for all formats rolling out across grocery, wholesale, licence and convenience. The rebrand will create a consistent identity across the Pepsi MAX®, diet, regular and flavoured cola ranges, with new packaging visuals, in-store materials and displays. The roll-out will be supported by a fully integrated campaign, including TV, digital, out-of-home, in store branding and experiential marketing. In line with Pepsi’s ‘Thirsty for More’ campaign, it will highlight Pepsi's commitment to celebrating those who challenge conventions and want to have fun, while forging deeper connections through shared passions. The campaign underscores how the great, bold taste of Pepsi fuels these moments of enjoyment. The rebrand focuses on great taste and refreshment, aligning with research showing that taste is a key driver for cola consumption occasions. The vibrant new look will grab attention at shelf, playing

a key role in drawing younger consumers into the category. This rebrand will help retailers maximise sales by sparking a renewed interest in the brand. Pepsi and Pepsi MAX® are well-known and loved by many, but as a brand with such a rich history, it’s vital that we work to evolve its look and feel, driving relevance for the next generation. This rebrand forms part of Pepsi’s vision to ensure longterm growth in the cola category. By modernising its flagship Pepsi brand with bolder, more vibrant packaging, this refresh helps retailers capitalise on sales amid evolving consumer tastes.

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INTERVIEW

SETTING THE VETERAN PUBLICAN LOUIS FITZGERALD ATTRIBUTES HIS PHENOMENAL SUCCESS TO BUILDING AND MAINTAINING RELATIONSHIPS, BOTH INSIDE AND OUTSIDE THE PUB

“It was a unique idea at the time. The pub took off like a rocket and to this day, it’s the only pub that I paid for in the first year"

n 1968, the idea of walking into a pub in Dublin’s northside and feeling a plush carpet under your feet was unthinkable. Pubs in that part of town and indeed in lots of areas of the city just didn’t have carpets back then, so when Louis Fitzgerald decided to fit a red carpet in Fitzgerald’s on Townsend Street, people were intrigued. “It was a unique idea at the time. The pub took off like a rocket and to this day, it’s the only pub that I paid for in the first year. I purchased it for €9,300 – at that time the average price of a pub was €20,000. No-one wanted it, it was the cheapest pub in the city. I was only 23 but I could see the potential.”

Fifty-six years later, Louis Fitzgerald Group owns 26 hospitality businesses across the country. Out of that number four properties, including Café En Seine and Tigh Neachtain, are leased out. It’s very much a family business; Louis' wife Helen stepped back from her medical career to focus on the business and all five children – Barry, Edward, Louise, Niamh and LJ – have also taken up various roles. In 2023 the Group purchased The Imperial, its third hotel and first foray into Cork. With its rich history and excellent reputation, it’s a hotel long admired by Louis. “I had been looking to get into Cork for about six years. Initially, we were looking at the Debenhams site but we got a whisper

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INTERVIEW

that the Flynn family might entertain an offer on The Imperial. I called John up one night at about 11pm and said, if you have an interest in selling, I’m interested in talking to you. If not, there’s only two people that will ever know about this call.” The hotel was acquired by the Louis Fitzgerald Hotel Group and is, says Louis, a property that fits in with the family business. “That’s important; if we feel that a property doesn’t suit us, we’re happy to walk away. That wasn’t the case with The Imperial. Back in 1999 when I was involved with the Tipperary hurling team, I would have stayed in the hotel. I remember a famous manager saying to me, Louis you should buy this hotel. I was very much focused on pubs back then, hotels weren’t on the cards like they are now. It’s ironic that years later, I would come to buy it.” In recent years, the Group has shifted its focus to hotels. Operating a pub is costly and hotels generate higher profits, says Louis. “When it comes to acquisitions, we’re more focused on hotels going forward. We’re looking at one particular venue at the moment; I can’t say what but hopefully we’ll have good news later this year.” The Group owns 18 pubs, the newest of which is The Voyager on Dublin’s Dame Street. Rising costs are a challenge, but the increased minimum wage is a move to be welcomed. “We don’t have an issue with it, people need money in their pockets. However, the increased VAT on food is a step too far. I think the government has done a great job, particularly during Covid. It was very supportive of the hospitality industry and we appreciate that. But maybe they should consider reversing the VAT as it’s very evident that businesses are really struggling with it. Wouldn’t it be far better to take the bull by the horns now and deal with it, rather than kicking the can down the road and seeing more businesses go to the wall?” Insurance claims are also crippling the industry. “A colleague rang me recently to say he had paid

An Poitin Stil, Dublin

“My mother worked on the farm but she was more of a businesswoman than anything else"

The Quay Bar, Dublin

out €5000 in a claim, but the solicitor’s fees came to €38,000. That’s going on all the time and there’s very little publicity about it. it baffles me that the insurance issue hasn’t been sorted out yet. I have another colleague who owns a pub in Germany and he hasn’t had a claim in five years. It’s not the culture over there whereas here, it is. For anyone in the hospitality business, it’s one of the biggest challenges.” The impact of the riots that took place in the capital on November 23rd last was felt right across the city. Spending on Black Friday, the day after the riots, plunged with many choosing to stay home. A report from Bank of Ireland revealed that inperson debit and credit card spending in the city centre almost halved compared with the same day in 2022. Meanwhile, the cost of repair, clean-up and lost business following the riots is expected to run to as much as €20 million, according to Dublin City Council. The riots and the general sense of unease in the city centre has had an impact on business, says Louis. “It has certainly affected us, particularly in the north inner city. It’s an issue that has been brewing for a few years and one that very much came to the fore during Covid. Hostels and B&B’s that were full of tourists and backpackers were being used as homeless accommodation and that meant no spend in the city centre. People are also less inclined to go out if they feel unsafe. In the past few months though, business is back and there have been major changes in the city centre. I consider it safe. The Gardai have done a marvellous job in the past couple of months, while the city council has taken huge responsibility and really stepped up.” Louis grew up on a farm in Co Tipperary. With three siblings and only one set to inherit the farm, he took himself to Dublin at an early age. Some of his father’s uncles were involved in the pub

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INTERVIEW

“We’ve had staff that have been with us for a long, long time. We have a great relationship with them and we treat them well and in return, they’re loyal to the Group"

Stags Head Dublin

Imperial Hotel, Cork

business and so it seemed like a natural next step. After working for a short time in a pub, he became a manager at the age of 20. Just three short years later, he would purchase his first pub. “My mother worked on the farm but she was more of a businesswoman than anything else. When I was about 10, she took out an insurance policy and when I went to Dublin, she told me that any money I would make should go to the insurance company as opposed to the bank. At 23, there was quite a nice sum of money there and so I got a loan, used the insurance money and bought my first pub. My mother was a very clever woman and I think that’s where I got my head for business. She lived to be 99 years of age and up to two weeks before she died, she could discuss business with you.” In this business, building and maintaining relationships is important. “I love dealing with people that you can get on well with. The Flynn’s (Imperial Hotel, Cork), the Egan's (Bruxelles, Dublin) and the Murphy family (Murphy’s Galway) are great examples, they were fantastic people to deal with and we’re very good friends today.”

Murphy's Bar, Galway

Kehoes, Dublin

Louis’ story is one of determination and ambition. He attributes his success to the staff he’s had over the years and the loyalty they have shown him. “We’ve had staff that have been with us for a long, long time. We have a great relationship with them and we treat them well and in return, they’re loyal to the Group. I’m proud of my staff and of the people that have been with me for so many years. I certainly wouldn’t be where I am today without that loyalty and I will never forget that.”

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AUGUST

OF THE

E V A SDATE AWARDS 2024

2024

THE

r Awards a e Y e h t f Bar o lace at The 2024 will take p

TEL O H N O T Y CLA TON ROAD BURLING

THANK Y OU TO OU 20

24 SPONS

ORS

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e i . r a e y e h ft o r a b . 4 w 2 0 2 ww S D R A W A R A B #

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BREWERY

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DAVID MCSWEENEY MCSWEENEY, HEAD OF SALES ROI AT SULLIVAN'S BREWING COMPANY, IS GEARING UP FOR A BUSY 2024, WITH EXPANSION PLANS ON THE HORIZON AND A NEW SITE IN KILKENNY OPENING THIS YEAR

Brewing up a storm in

KILKENNY

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BREWERY

HOW’S BUSINESS AT THE MOMENT? Business is great. We've had a very good three years or so. This year, we’re building our new 10 hectolitre brewery, right next to the Tap Room on John Street in Kilkenny which we’re hoping will be commissioned by the May bank holiday weekend. Going well, we’ll be brewing in the new facility by the end of the summer or early autumn.

KILKENNY HAS BEEN WITHOUT A BREWERY FOR 10 YEARS SO IT’S GREAT NEWS FOR THE CITY It really is. Back in 2012, Diageo relocated the Smithwick’s brewery from Kilkenny to Dublin. Since then, Dan and Alan Smithwick and other co-founders have been working hard to develop a brewery in Kilkenny. This is the culmination of a lot of work and we’re all very much looking forward to supplying our own kegs and bottles from the site later this year.

WHAT PRODUCTS ARE AVAILABLE IN THE SULLIVAN’S RANGE? We keep it quite simple. We have our Maltings Red Ale, Irish Gold Ale, Black Marble Stout and Sullivan’s Pale Ale. They come in 500ml bottles and in keg format. We also brew seasonal beers about once a year, but really it’s all about sticking to our style and staying on message. We’ve also introduced a pilsner to the range and we’re waiting to see how that performs on the market.

WHERE CAN THEY BE PURCHASED? We're in about 150 off-licences in Ireland. They’re also available on draft in about 60 pubs, predominantly in Dublin, Kilkenny and the southwest. The Irish and US markets are our main focus at the moment but there are plans for expansion in the works, both distribution wise and personnel wise. Right now our attention is very much on the brewery but once that’s complete, we’ll focus on

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BREWERY

"Our products are brewed very simply with few additional ingredients. Despite our simple brewing technique or maybe because of it, I think Sullivan’s ales are that bit more complicated in character"

The new Sullivan's Brewery in Kilkenny

knowledge on how to develop brands. I myself worked for Diageo for 25 years on some great brands. I think we’ve built the brand slowly and consistently and that has stood to us. We’re very much a traditional brewer and that also has an appeal.

CAN YOU EXPLAIN HOW YOU’RE A TRADITIONAL BREWER?

L to r: Alan Smithwick , David McSweeney and Dan Smithwick in the Sullivan's Taproom

expanding. Our products are already available in the US, the UK and Europe and that’s something we’re keen to further look at.

IT'S A COMPETITIVE MARKET, ISN'T IT? It is. We’re regarded as a craft artisan brewer and that’s a very competitive space. Thankfully though, we're in a position where we're not really affected by the market. The beer market in Ireland may be in decline, but we’re still growing at our own pace. The Sullivan’s name seems to sell right across the country and the ale has the same appeal to drinkers in Donegal as it does to drinkers in Limerick, Cork and Dublin. Our market is all Ireland, whereas some local brewers may not appeal to people outside their own region. The fact that our ales are backed by the Smithwick family has also helped increase our visibility. Ian Hamilton is our Master Brewer and he worked in Smithwicks for several years. He has a huge amount of experience and

Our beers are more palatable and more sessionable than other beers on the market. A lot of the newer brews in the craft industry are generally higher ABV’s with quite strong flavours. We tend to scale that back a little bit. Our products are brewed very simply with few additional ingredients. Despite our simple brewing technique or maybe because of it, I think Sullivan’s ales are that bit more complicated in character. They just taste better!

WHAT ARE THE AMBITIONS FOR 2024? When the Kilkenny brewery is up and running, we're looking at sourcing another brewery or site to allow us develop and grow. Our volume is increasing dramatically – we expect it to double over the next 12 months – so we need to facilitate that. The Kilkenny brewery will service our domestic supply and the new site will be for exports, which we’re keen to increase. Currently we’re in 15 countries including Chile and Japan and we’re in 47 states in the US. By the end of 2024, we hope to have a presence in Australia, Singapore and Holland.

WHAT COUNTRIES ARE PERFORMING WELL? The US is performing really well. We have a team over there and they’re finding that our Red Ale is our biggest seller. In the UK, we’ve just signed a contract with HB Clark and interestingly enough, it's our stout that they want to distribute. There's been a stout renaissance in England in recent times, with the likes of Guinness performing very well. This is a new contract for us, but we’re very optimistic that we’ll be successful over there.

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increase’

MINIMUM WAGE

THE COST OF EMPLOYMENT IS PUTTING HUGE PRESSURE ON IRELAND’S LICENSED TRADE

n 2024, Ireland’s hospitality industry is facing major challenges including the increase to minimum wage, statutory sick pay, pension auto-enrolment and a higher VAT rate. Over the next 12 months employers will, says Excel Recruitment, struggle to keep up with wage demands, particularly for catering assistants and bar and waiting staff. Shane McLave, Managing Director at Excel Recruitment, said: “Without a doubt, the biggest threat facing the hospitality industry in 2024 is the spiralling cost of employment and not a shortage of staff. Positions such as bar staff, waiting staff and catering assistants are what are known as high volume roles, meaning businesses need a lot of staff in these positions in order to function. With the increase in the minimum wage, we are seeing that what were once supervisory salaries are now being offered for entrylevel positions as well as to bar and waiting staff, with pay rates there raising from €13 to €15 per hour.”

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MINIMUM WAGE

Over to you… HOW MUCH OF AN IMPACT ARE INCREASED WAGE COSTS HAVING ON YOUR BUSINESS? “Massive impact. An increase in the minimum wage means all levels above that negotiate the same increase or close to it. It’s a bit of a political smash and grab and is ferociously ill-timed for employers, when we are already dealing with massive challenges to our trade. Wage increases raise the baseline cost of doing business in Ireland and erode our competitiveness. One positive is the enshrining into law that employees should receive all tips – that was brilliant.” “It’s a great idea but trying to achieve it through increasing minimum wage alone is uninspiring. Any increase in the cost of providing service will ultimately be passed onto the customer and this in turn will increase the living wage, creating a never-ending spiral of increases. Government should have instead considered reducing taxation, VAT and excise as a means of achieving a living wage.” “We believe the overall wage cost increase for the year will be circa 5%. However, this position is fluid, as I am still having people that were above minimum wage looking for the gap to be restored, which is unsustainable.” “An increase in the minimum wage was a good idea, but the level of increase was scandalous and shows a complete disconnect between government and its understanding of the challenges representing small business.” “It’s not just about minimum wage – everyone is coming out of the woodwork looking for a wage increase. There are way too many increases driven by the government all at once.” "The industry isn’t helping itself by offering ludicrous salaries. I lost two members of staff before Christmas who were on €12 per hour with us, but were offered €20 per hour for the same job and hours in a competing hospitality business. Both were let go in January and one premises closed down a few weeks ago. By offering that level of compensation, we’re setting a precedent that’s ultimately damaging to the industry as a whole.”

“I’ll have to look at my cost to income ratio and devise a means to reduce it. This will include looking at operating hours, staffing, cost of materials etc”

Pubs and bars give their take on increased employment costs and what they mean for their business

“It’s not just about minimum wage – everyone is coming out of the woodwork looking for a wage increase. There are way too many increases driven by the government all at once”

WILL THE INCREASED MINIMUM WAGE AFFECT HOW MANY PEOPLE YOU CAN EMPLOY? “I’ll have to look at my cost to income ratio and devise a means to reduce it. This will include looking at operating hours, staffing, cost of materials etc.” “Yes. We will have to increase our prices as a consequence, which will inevitably mean we will lose customers on an affordability basis.” No, we still need a certain level of staff to deliver our desired service. However, we’ve had to pass on some of this increased cost to our guests. Reducing hours for existing staff places more of a burden on salary staff and directors. ARE ALL STAFF NOW LOOKING FOR A WAGE INCREASE? “Yes.” “Yes, staff are looking for a pro rata increase.” “Not all staff are seeking pay rises, but some are. Many of our team recognise that supplementary income such as tips go a long way to improving quality of life and that we offer a friendly and safe work environment, which means a lot.”

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BACK BAR

Olivia Collins and Sarah Berney

Social Media

An Appetite For

FOOD SOCIAL, A NEW SOCIAL MEDIA AGENCY FOR FOOD AND HOSPITALITY, HAS JUST LAUNCHED

et up by Food PR’s Olivia Collins, Food Social offers clients end-toend campaign management from strategy planning, auditing and optimisation, to content creation and editing. The agency aims to develop a brand’s personality and tone of voice says Sarah Berney, who has joined Food Social as Head of Social Media. “Working with a variety

of brands in this space to such diverse target audiences means that creating content that's authentic to the brand is key.” Managing Director Olivia Collins, who set up sister company Food PR in 2010, says Food Social clients are already seeing real results in terms of visibility and brand growth. “We genuinely care about the success of each client and ensure that the content we create directly correlates to, and works towards, the overarching business goals for each brand we work with.” www.foodsocial.ie

"Clients are already seeing real results in terms of brand growth"

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The 2024 Bar of the Year Awards will take place at

2024

OF THE

AWARDS 2024

ENTER NOW CLAYTON HOTEL BURLINGTON ROAD

#B AR

Visit www.baroftheyear.ie for more information

AW AR DS2

AND RAISE THE BAR

024

AUGUST

For any queries related to the awards contact

For sponsorships or advertising opportunities contact

Tel: 01 640 1700 | Email: jill.thornton@ashvillemediagroup.com

Tel: 086 837 9246 | Email: trish.murphy@ashvillemediagroup.com

Jill Thornton, Senior Event Manager

Trish Murphy, Sponsorship Director

THANK YOU TO OUR 2024 SPONSORS

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16/02/2024 12:30

IRISH WHISKEY REIMAGINED

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12/02/2024 12:49