Once upon a time, we Smithwick's drinkers didn't have much choice when we ventured out for an ale. Do you want a pint or a half? That was the height of it. Or if you happened to be near Kilkenny or perhaps Tipperary, sometimes you also had the choice of a bottle of the stuff: off the shelf or from the cooler.

Diageo, however, has in recent years invested heavily in dusting off the old brand somewhat, and has broadened the range. Smithwick's Pale Ale, seasonal Smithwick's, such as the Long Summer Brew and Winter Spirit. . .

When I used to frequent pubs more regularly back in my single days, a Smithwick’s Blonde was a totally different concept to what the phrase is understood to mean today. It’s all quite bewildering, really.

They’ve almost made Smithwick’s hip again, proving that nothing is impossible in the world of corporate marketing.

The brand has now joined forces with the National Homebrew Club to hold a national competition for amateur ale fans to create their own Christmas brews.

From 70 entrants it is down to two finalists: “Brian & Stephen’s Old Town Christmas Ale”, which apparently has a liquorice and cinnamon aroma; and “Sebastian’s Apple Pie Christmas Ale”, which tastes like it sounds.

The winner is selected by a panel of brewers and also by public vote, which this weekend takes place in a few select pubs around Cork, Limerick and Kilkenny. The winner will be announced next Thursday at an event hosted by a DJ at the Old Gate Brewery in St James’s Gate.

Will there still be Bacon Fries, I wonder?