John O’Connor: A life in the drinks trade and beyond

The former Guinness Group NI manager reflects on five decades in the industry, his passion for music, and exciting plans for the future.

Many drinks industry readers will know or remember John O’Connor (76), a long-serving rep with the Irish Bonding Company (IBC), who retired from the trade at the end of January 2020.

Originally from Maghera in County Londonderry, John was appointed as the first-ever trainee sales rep by the Irish Bonding Company in March 1969 and went on to become general manager in the north-west for the Guinness Group NI. Over the decades, John built a reputation as a genuine, hardworking, and charismatic figure within the industry.

“I remember so much from my time in the trade,” John confided to LCN. “The biggest lesson I think I learned was a simple one: if I treated people decently, I found that they treated me the same way. When you can sell yourself as a trustworthy and genuine person, then you will be welcome anywhere, and that is the principle I live by.”

Now, as he settles into retirement, John is embracing two lifelong passions: singing and storytelling. He has just completed his debut singing album and is nearing the completion of his memoir, scheduled for release in March 2025.

A life of music and memories

“Anyone who knows me knows I’ve always loved singing,” says John. “During my time at Guinness, I often took on entertainment roles, and it was something people always encouraged me to pursue.”

John’s love for music is more than a hobby—it’s part of who he is. Over the years, he has judged over 60 talent competitions and even won two himself. One of his fondest memories is winning a singing competition in Southport, England, in 1998, where his performance left a lasting impression on the audience.

“Recording my album has been a dream come true,” he shares. “I’ve set up a website for people to learn more about the CD and my story. I feel so blessed to have this opportunity at 77 years old.”

 The memoirs: A front-row seat to history

John’s memoir promises to deliver an unfiltered look at the NI drinks trade. The book will recount his eventful career, including anecdotes about Hollywood A-listers and brushes with history.

Among the highlights are his memories of Liam Neeson, who worked as a forklift driver at IBC’s Ballymena bottling works in 1969. “Liam was a lovely, jokey big fellow, always philosophical and ready with a laugh,” John recalls. He tells the story of how Neeson once jumped off a forklift without applying the brake, causing it to collide with a consignment of Johnnie Walker whisky. “That’s me for the sack now, wee man,” Neeson joked at the time.

The memoir also details his chance encounter with Arnold Schwarzenegger in Belfast in 1972. After an unsatisfactory meal at a hotel, John took the future movie star to dinner, where Schwarzenegger devoured two whole chickens and ice cream for dessert. Later, they hit the gym together. “I learned more from him in two hours than I have ever learned since,” John says.

John also recalls his work alongside Jean-Claude Van Damme of Old Oak Whisky, who recently invited him to participate in a product launch. The March 2025 event promises to be a star-studded affair, with Liam Neeson, Daniel O’Donnell, and other notable names expected to attend.

Fitness, friendship, and fulfilment

Despite his retirement, John remains as active as ever. A passionate weight training instructor for over 40 years, he still hits the gym four days a week. “I was never a bodybuilder, but I trained and managed young athletes who went on to win championships,” he says.

Looking back, John reflects on a life full of meaningful connections and extraordinary experiences. “I have been fortunate to befriend incredible people, from Liam Neeson to Daniel O’Donnell. The friendships and stories I’ve gathered over the years are the real treasures of my life.”

John admits that adjusting to retirement has been a challenge, but he’s excited about what lies ahead. “I’ll miss the camaraderie of the trade, but now I get to focus on my passions and share my story with the world.”