Tipperary Mineral Water Company
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WATER
Tipperary Mineral Water
Established 1986
Origin
County Tipperary, Ireland
Still & Sparkling
WATER ANALYSIS (mg/l)
272.0
pH Factor
Calcium
Chlorides
Bicarbonate
282.0
Magnesium
Nitrate
Potassium
Sodium
Sulphates
TDS = Total Dissolved Solids
ND = Non-Detectable
Wine and spirits distribution is a potential growth area, although falling alcohol consumption is a cause for concern.
However, Mr Cooney is optimistic that the company will continue to prosper.
“We are a very tightly controlled company; we dont have anyone earning huge salaries, including the managing director, so were in a much better position to cut the cloth to suit our measure than a multinational with overheads, which we dont have,” said Mr Cooney.
“So we feel were better able to weather any storm than any other competitor in this business.”
However, this is just one of many products from a company that has grown from bottling and distributing stout into a successful manufacturer of water, soft drinks and cider. It is also a wholesaler of well-known brands like Finches, Bavaria Beers, with a wine and spirit division that recently bought Gilbeys Wine business from Diageo, in a deal work close to €6m.
That the deal is subject to approval by the Competition Authority is a measure of just how big the Gleeson Group is and how demanding being in charge of marketing is.
I worked hard at product placement. For instance, when Ireland hosted the EU Presidency, I persuaded the Department of Foreign Affairs to put our water on the table for the whole six months. I also worked at getting our water on TV and in all the soaps and films that were being shot here.
The association, through sponsorship, with sporting events like marathons, golf tournaments, basketball, and triathlons is another aspect. We have 10 regional managers and depots round the country. I find events all over the country that are suitable to sponsor, Marie explains. Its done through detailed sponsorship sheets and agreement on all the details, such as the signage and product placement