I'm often dismayed by the attitude Irish drinkers have; for some, it's "Any colour beer, as long as it's black". For others it's 'lager'; as long as it's alcohol and fizzy it'll do.
I don't think Irish drinkers consciously want to drink bad beer or with what is advertised; it's just they don't care what it is. When I'm out with philistines, I'll always get them something other than the Carlsberg/Heineken they've asked for, during a round. No one has ever noticed, never mind complained!
I always thought the best way to do it would be to get small breweries to take advantage of the Irish love of factions & rivalries; try the local angle, and make a decent beer people identify as 'theirs', they way they did with Guinness.
Dunno about the rest of ye, but I'd be in big favour of more beer money going toward beer quality rather than advertising..
John