Mr. Ross Mac Mathúna:

There are a number of issues, one of which is that awareness of a brand is not linked with an intention to do something. I am not trying to simplify it. We all know of various brands, but that does not mean that we will buy a particular brand or increase our consumption of that product. In relative terms, the market for alcohol in Ireland is mature; it is unlikely, therefore, that advertising has the ability to influence or expand the market. If that was the case, companies would just keep advertising and people would keep buying products for which they had no need.