Drink to success

Under the radar:An Australian launching a magazine about drink in Dublin probably fits just about every stereotype going. And, as a beer-drinking and rugby, cricket and Ozzie rules-loving Australian, Mark Buckley says he's not short of fitting a few stereotypes.

But rather than being a bible for binge drinkers, the aim of his magazine, Drink, is to introduce consumers to the finer aspects of drink - better bars, cocktails and information on where to go and what to drink - as well as what Buckley calls the "tongue-in-cheek stuff" such as hangover cures, chat-up lines and a "did you know?" section.

"We have a spirit explanatory section where, for example, we explain how rum is made," says Buckley. "We are trying to educate people as well as give them information on what's going on and what's happening around town."

To people who like to indulge in the odd tipple or two, it sounds pretty much like the perfect job.

"There is a lot of hard work involved," insists Buckley, adding: "It's not about going out, getting smashed. I pace myself and talk to a lot of people. It's a good job. I like it."

Essentially, Drink is a bar review magazine that borrows a bit from gig guides such as Time Out, which Buckley says sparked the idea in the first place.

However, he says it is slightly different from gig guides, which are picked up to check out what's on at a certain time and are then discarded. Drink has more of a collector's feel about it, he says.

"With Drink, you keep it. It has a keepability factor because of the information inside," says Buckley. "That's the idea anyway."

A consumer-based publication, Drink is distributed free to bars, clubs, cafes and music stores. With much more disposable income sloshing about and people more widely travelled, Buckley says the magazine is tapping into a new awareness and desire among Irish consumers for something different in their drinking habits.

"I would say it is going very well and the response from both the industry and the consumer has been second to none," he says.

"I think the industry here is starting to mature and grow. It is not just the local pub on the corner anymore. People are taking care of their wine lists and their cocktail lists and their service."

Publishing a magazine is nothing new for Buckley. He originally set up Drink in his home city of Melbourne in 2001, having returned from a period spent travelling around the United States and working in London.

"I was a little bit drunk one night, sitting in a bar in Melbourne. I had just come back from London and had $300 to my name, and thought to myself, I'm going to start up a magazine," he recalls.

"Nine and a half months later, I had the first Drink magazine out in Melbourne, in October 2001."

This move was not actually Buckley's first venture in

the world of publishing. He had spent a couple of years working as an account manager for the Age newspaper in Melbourne, and he had also built up experience in running his own business, having owned and operated two cafes in the city. Everything went smoothly for two years, but then disaster struck. Crossing a road, Buckley was hit by a car, dragged along for 50 metres and badly injured. "I had internal bleeding and broke all my ribs and had cracked vertebrae," he says.

Unable to work for 12 months, Buckley was forced to sell Drink. For many people, this would be a soul-destroying experience. But seeing more seriously injured people in rehabilitation gave Buckley a deep appreciation of life.

"Sometimes you realise that you have your arms and legs and that life is not that bad and you sort of hold on to those dreams a little bit harder and go with them a little bit more, and hence I find myself here in Dublin."

Buckley arrived in the city 18 months ago, and spent 12 months researching the market. Following this, he launched Drink earlier this year. Five issues on, and he says it has received a fantastic response.

"The advertisers are really starting to come on board and reaching issue five is a good start," says Buckley.

Dublin is the first city in Buckley's plan to publish Drink magazines in Ireland, Europe and even the US. He has already been contacted by people in Belfast, Edinburgh, Amsterdam and Hamburg to arrange setting up a similar magazine in those cities.

"Sometimes you rest on your laurels when things go well and you don't take the full advantage," says Buckley.

"I'm willing to take the full advantage and push this as hard and far as I can go."

Name: Mark Buckley

Age: 31

Family: Married to Karoline.

From: Melbourne in Australia; now lives in Malahide, Dublin.

Background: After leaving college with a marketing degree, he sold real estate before joining the Age newspaper. While at the Age, he also owned two small cafes. Leaving Australia, he worked in the US and the UK, before returning to Melbourne and starting Drink there in October 2001. He came to Ireland in 2005 and launched Drink in Dublin this year.

Inspired by: Lance Armstrong, the "epitome of success and determination"; Tom Hafey, former coach of Australian Football League side, the Richmond Tigers; and Bill Clinton.

Most likes to: make and try out cocktails in his home bar.