This young man will need to be deprogrammed shortly. He is a zealot in the grip of a scary new cult. You have to get close to it, he says. "People who go for it are a bit different, they're a bit more discerning," he says.
Dublin's PoD on Harcourt Street is filling up with discerning people. This night is "for people who want to be stylish", he says.
Stephen O'Kelly's job is to market Archers Peach Schnapps. "We really live the whole thing," he explains. Well, hey, we kind of guessed that. "You get close to it and to your consumer," he says, breathing heavily, moving closer. We are attending a VIP party in the PoD on Harcourt Street. That's Very Important Peach, says O'Kelly. Well, hey. "It's an accessible brand but it's a way for people to be a bit different. It's not as mainstream as vodka, it's more edgy than that. It's a statement."
They're making statements all around the place. Sinead Keegan, from Glasnevin and her friend, Paul Corbin, who is home on holidays from Sydney, are enjoying the party. Two make-up artists, Ailbhe Lynch and Ellie Balfe (daughter of broadcaster Brendan) are here also. Further discerning individuals include Emmett Harten, "a light surgeon", Paula Hughes, a fashion stylist in a great pair of snakeskin boots and Lu Hickey, who works behind the scenes at the Morgan Agency.