Ireland is golden goose for energy drinks, hearing told
A FORMER country manager for Monster energy drinks has told how Ireland was seen as a "golden goose" for such drinks.
Barry Redmond (49), from Naas, Co Kildare, claims he was unfairly dismissed by Monster Energy Ltd on January 20, 2011, after helping to grow the market share of the drink as Ireland manager.
"People from afar see Ireland as a golden goose for energy drinks," he told yesterday's sitting of the Employment Appeals Tribunal (EAT).
Mr Redmond, who has 20 years experience in the drinks industry, stressed Ireland's high consumption of soft drinks per capita made it attractive for such companies.
The tribunal heard that the brand image being portrayed around the highly-coloured cans of Monster – an energy drink with a high caffeine content – was one of "aggression".
But the hearing was told that the US president of Monster Beverage Division, Mark Hall, visited Ireland in 2010 and was "not happy" with the level of distribution of the drink in Irish stores.
Mr Redmond was later told by his line manager Peter Oden that the business was essentially "not viable".
Mr Redmond, who was on a salary of around €80,000, said he then learned he was going to be made redundant.
Mr Redmond, a father of two young children, said he offered to take a "salary drop" or take on a lower position as sales manager to keep his job.
The tribunal heard he was given until January 20 to come up with options to save his position.
On the date of their next meeting, Mr Redmond claimed Mr Oden told him the "consultation period was over" and "blanked" his other suggestions.
The tribunal will resume in October.