Head of Diageo describes Irish Government’s plans to ban drinks ads as ‘ridiculous’
The head of Diageo, the company which owns brands such as Guinness, Smirnoff and Baileys, had branded the proposal by the Irish Government to ban drinks sponsorship of sporting events as ridiculous.
Guinness is the current sponsor of GAA’s All-Ireland Senior Hurling Championship, which has earned them an estimated €1.5 million in brand awareness.
Paul Walsh said: "I think it's ridiculous. Guinness has got a rich heritage of involvement in sports, whether it's rugby or other sports.
"And for the home of Guinness, this wonderful global, iconic brand, which is providing so much revenue to this country by their exports, for anybody to consider in some way restricting its ability to leverage its brand, strikes me as very, very short-term populist thinking."
Walsh went on to say that only a small percentage of the population abused alcohol, asking: "Why do we always have to bring it down to the lowest common denominator?"
He added that if the plans go ahead the effects might not be seen immediately but down the line they would have massive implications: "The first year you won't notice it, the second year you won't notice it. In 10 years you'll be saying, 'What's happening?"
His comments follow Ireland's health minister Róisín Shortall pledge to go ahead with the ban which would see drinks sponsorship of Ireland's sporting events phased out by 2016.