Is time being called on the Guinness Series?

The Guinness Series 2016 kicks off today. Just how long will Irish rugby’s home autumn internationals will be associated with the brewery or any other drinks company remains to be seen.

An outright ban on alcohol sponsorship is on the cards thanks to the Public Health (Alcohol) Bill, 2015. Rugby has had a long and lucrative relationship with drinks companies. For marginal sports, the ability to tap serious sponsorship money is an important lifeline.
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The Irish Rugby Football Union (IRFU) will fight this part of the bill. However, it has yet to mobilise the ground game that successfully fended off proposals for rugby to be shown on free-to-air TV only. They couldn’t live without money coming from Sky Sports and others.

Alcohol sponsorship is important for the IRFU. But it is not the only source of sponsorship revenue. Like the GAA, it has diversified its relationships. Liberalisation of telecoms and other utilities has generated a number of companies all vying for the attention of consumers. The IRFU have Vodafone now, following a similar deal with Three/O2. They’ve also accessed sponsorship from financial institutions in the past too. Their stadium is named for an insurance company.

A proposed ban is likely be more of a headache for the likes of national associations. So who would be hurt most from it coming in? The Pro12 springs to mind. Of the three title sponsors, only one was a non-drinks company and that was all too brief. Of course Guinness could still sponsor the league, it just couldn’t be referred to the Guinness Pro12 in Ireland. Why would they bother? They won’t be happy to have the league known as G-Pro12. Besides sounding too much like a digital camera, the pulling power of the Scottish, Welsh and Italian teams isn’t there. It’s not the same as the Heineken Cup being billed as the H-Cup in France. The other markets still justified the financial outlay.

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Worringly, the big losers will be clubs of various codes across the island; those that rely on small sponsorship arrangements to keep afloat. This could come in the form of advertising hoardings to jersey sponsorships to kit bags. It’s not just by the big drinks companies either. Some craft brewers sponsor their local teams in some form or other. A ban could also be extended to include a prohibition on pubs supporting their local teams. The money may be small but it helps cut the grass, mark out the pitch and even put jerseys on the players’ backs.

There’s little doubt that more than a few politicians supporting a ban on alcohol sports sponsorship will be in attendance at one or more matches in the Aviva Stadium this November. Some may pay for their tickets and others may get them for free. It’ also possible that more supporters of the sponsorship ban in Leinster House have no interest in sport. I don’t know what’s worse, potential hypocrisy or out and out ignorance.

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Political expediency will no doubt play its part. We can already see this in one of the proposed amendments to the bill. They want it to be introduced on a phased basis until 31 December 2023. In other words, they’re fearful of any negative backlash it may have on Ireland’s bid to host the Rugby World Cup that year. In effect, they’re looking for the ban not to enter into full force until after the William Web Ellis trophy has been raised in Croke Park. Of course, a full ban may come in sooner if we are unsuccessful in our tournament bid.

Whilst restricting alcohol sponsorship seems to be the order of the day, it needs to be seen alongside the prohibition on TV advertising outside of the watershed. Companies sponsor events and then spend even more telling people they sponsor it. Take this away and you limit the attractiveness of the sponsorship. Never mind that there’s little talk of improving grants to clubs to plug the loss of revenue. Sure why would anyone care about the grassroots? It’s not like they help bring players through and support communities.

Calling time on alcohol sponsorship may not be all that it’s cracked up to be.

Enjoy the Founders 5 in Ireland

Michigan is one of those States that does not necessarily have strong connections with Ireland. It’s heavily influenced by Germanic immigration. Known because of the American auto-industry, Motown and Detroit is the home town of 8-miler Eminem and its most famous son, Beverly Hills Cop Axel Foley.  However, beers from Founders Brewing Co. from Grand Rapids have made it over this side of the Atlantic and they can create a new affinity with the Great Lakes State. In the brewery’s own words it has “been lucky to evolve into one of the highest recognized breweries in the United States” and has been “ranked in the top four breweries in the world by Ratebeer.com for the past four years in a row (4th in 2010, 2nd in 2011 and 2012, 3rd in 2013)”.

I have had the opportunity to spend some time visiting my wife’s family in Michigan and it quickly became apparent that this is a State that is serious about its beer. I suppose it would have to be the case because it’s bloody freezing there (I would like to point out that I didn’t visit in the summer and it was snowing when I was there at the beginning of October). Big, bold and hoppy flavours abound (Shorts Brewing Co. up in Bellaire, Michigan is a great example – it also has ballroom dancing if you’re that way inclined). Michiganders are a hardy bunch all the more so because of the hardships the State has endured over the slow decline of heavy industry and naturally, they needed the beers to match.

American craft breweries are famous for having a “philosophy”. They’re held in the same reverential awe like Jerry Maguire’s “The Things We Think and Do Not Say: The Future of Our Business” mission statement. In the case of Founders, the company’s “simple” philosophy is:  “We don’t brew beer for the masses. Instead, our beers are crafted for a chosen few, a small cadre of renegades and rebels who enjoy a beer that pushes the limits of what is commonly accepted as taste. In short, we make beer for people like us.”

Five beers from Founders’ core range have made it to Ireland and they give a great insight to Michigan beer. Unfortunately, due to a beer tasting that I was hosting I was unable to attend the event in Dublin on 10 October where Drogheda-native Niall Little who from the Founders’ sales team (coincidentally he worked with one of my wife’s cousins in a previous distribution company) introduced the beers to a Dublin audience. Apparently they’re obsessed with drinking beers as fresh as possible over in Founders and you can read an excellent piece by @Beermack_ on the event. So having all five beers at home, I naturally decided to have a little tasting by myself. I also got into the spirit by watching some of the chat between my Michigander relatives about the college football games (they seem to be equally split between Michigan State and the Wolverines). Interestingly, Michigan got beaten in overtime by Penn State, who will be playing in Croke Park next August.

All-day IPA (4.7%)

Plenty of pine and orangey citrus aroma with a tangerine-sweet flavour. Certainly not full bodied and as it says on the tin (or label in this case), it can be enjoyed all day long. Labelling hints at outdoors and the pine aroma recreates this in a glass. Perfectly sessionable with a bitter kick to boot. What’s great is that this beer adds the the growing number of fantastic sub-5% abv hoppy beers on sale in Ireland (e.g. Brewdog’s Dead Pony Club and Continuum by Hardknott).

Dry hopped Pale Ale (5.4%)

The ale with plenty of Cascade hops. Expecting the usual citrusy grapefruit traits but certainly not the sweet like aroma this beer displayed. Do you remember Trebor Fruit Salad? If you do, that’s the type of pinapple perfume you get on this beer. The beer’s freshness gave the aroma a strong reminiscence of recently harvested red fruits particularly strawberry and cranberry. Extremely dry tasting, the fruit flavours try to break through at first but they quickly surrender.

Centennial IPA (7.2%)

Can be summed up as sweet peach and pineapple in a glass. Founders may upset hopheads because they like to focus on balance and they back up their beers with a sweet malt body. The initially a sweet taste makes a swift but smooth transition to a dry, bitter body. Pleasantly bitter for a straight-up IPA.

Founders Porter (6.5%)

American brewers brew some remarkable porters and serious breweries all have at least one excellent porter in their repertoire. Founders is no different and theirs is extremely rich with a sweet velvet full-body. It has the hallmarks of a good Belgian Dubbel but not as sweet as a barley wine. Vinous notes on the nose. Everything signals chocolate from its tan head to its black oil appearance to its flavour of course. There’s s smoky aftertaste and sharp dark chocolate bitterness – a combination from the black malts and the copious amount of hops added.

Dirty bastard (8.5%)

I’m not a whiskey drinker but this beer has those familiar vanilla notes that you would find in Jameson. I do however like Scotch Ales but recognise that they are an acquired taste. This is very much in the category of sipping beers, much like McChouffe. Sweet notes coming through upon tasting but the vanilla flavours remain throughout. The ale is chewy in keeping with its toffee-like flavours but thankfully it is not overly sweet. There’s a tiny lacing for a head and a ruby reddish/ruddy brown appearance. Apparently this is their flagship beer.