Mr. Padraig Cribben:

One must recognise that has happened considerably over recent years. For example, if one were to go back and look at the concept of food in a pub seven or eight years ago and look at the concept of food in a pub today, they are chalk and cheese. The publican population has changed dramatically the offering that they are making to the consumer, whether domestic or tourist. That is happening and is accelerating all the time.

One of the trends we are seeing is that the pub experience is becoming event and occasion driven. Publicans are ensuring they have the right offering for that and that they are properly positioned to avail of it. Traditionally, one had in pubs in Ireland what would be called wet sales. Now there is a combination of food, wet sales and events.