Mr. Terry Pennington:

The environment in Ireland today means there is a constant push, first, from consumers, who seek value for money. The Irish shopper is looking for value. Our concern is that the more we push the price agenda the less control we have over the provenance of the product. We are directing people. If I may take our best-selling product, which is sold in the shops owned by Ms Jones and Mr. McCabe, as well as by major retailers and in restaurants, around 15% of today's price for that product is for the actual wine in the bottle in a retail shop. The State takes more than 45% and the balance goes towards distribution and everything else. Of what is in the bottle - I speak of a premium product that costs €11 - 15% goes towards the work we do, from the vineyards to the vinery.