Mr. Ross Mac Mathúna:

The target market for wine companies is probably a group of people who do not watch sports events. Beer consumers are usually middle-aged men, which is why the companies go after them to buy their product.

There were two other issues concerning education and it is interesting to note that its role was acknowledged. Like many things in life, there is good and bad education and what is in the middle. The industry would like to see initiatives that would work well being promoted. It is interesting to hear about the role of the parent, as I am the parent of three young children and focused on the fact that I am primarily responsible for when or how they will consume alcohol. That is up to me and I want to ensure they will not drink until it is appropriate and legal to do so. People must be very careful about when they consume alcohol. There is an educational role and we could spend much time discussing who should play it. We should provide relevant information for students to allow them make proper and informed decisions to avoid consuming alcohol until it was appropriate for them to do so.