Well, that'll have the kids listening...
Most of us, it seems, have nothing but contempt for Diageo Day. In fact, everybody seems hugely uncomfortable at just how malleable the Irish can be when given an excuse to drink.
Honestly, at every Super Secret Columnists Club meeting, the Irish media gathers together to bemoan our lack of influence – after all, if the power of the press was all it was cracked up to be, then surely a flurry of 800-word, disapproving opinion pieces should have been enough to send the organisers hiding behind their hugely unpopular Tulip glasses.
So, noting that the disapproval of the Fourth Estate has failed to win the day, a second front has been opened by some people who aren't so much shock troops as merely shocking.