Mr. Donall O'Keeffe:

First, we reject any notion of a rip-off. Second, when there was an excise duty decrease three years ago, the Central Statistics Office, the independent Government statistical service, showed the reduction was passed on in full across the industry. Third, there is a fundamental difference between buying a product to take home and buying the same product to consume in an on-trade environment. We have to make a margin to sustain ourselves financially. A price range is in operation in the market. One can buy a glass of wine in a Dublin pub for between €4.50 and €10. A consumer will be able to find a pub that offers a really strong price value proposition and where he or she will be happy to pay the price.

Alcohol in the on-trade is a discretionary item. People come to pubs because they want to. They come because we offer a product and service that is attractive. Not every pub is attractive to every customer, but the individual can find a pub that suits his or her needs so that we are both happy to do business.