Mr. Donall O'Keeffe:

A decrease would have an important and positive impact on the industry and the psychology of the consumer. People look closely at the price of drink and if the price of drink came down, it would be a positive thing. It is important to recognise that the Government has been supportive of the industry through the 9% VAT rate on food in the hospitality sector, which is positive, and in terms of The Gathering initiative in 2013, which is designed to promote Ireland. It would be conflicting to have a hike in excise in the year of The Gathering.