Mr. Jim McCabe:

All of our products tell a story. With the increase in excise and the practices that go with it, everyone is now engaged in a race to the bottom. We would like to think that we are more artisan in what we do. Supermarkets may have larger spaces but our smaller shops have a greater variety of products. However, we are now losing that aspect, especially in the wine business and even in the craft beer business. About a year and half ago we pushed very hard for local craft beers but then the multiples hopped on the promotion immediately. Before we knew it they had big spreads in newspapers advertising craft beers. Of course we can always try to be innovative and up-front, but the multiples catch up and surpass us, and that makes our business very difficult.

The race to the bottom is getting worse due to the tax system and below-cost selling. We struggle to provide a €7.50 bottle of wine in our shops for various reasons. The number one reason is quality and the second reason is that we would not make any money.