They had been called to give evidence for its investigation into alcohol misuse chaired by Labour MP Kevin Barron. Simon Davies, the marketing director of Molson Coors, and Andy Fennell, the chief marketing officer of Diageo were among the heavyweights summoned.
Deborah Carter, the marketing director of Beverage Brands, which owns WKD and Halewood International marketing director Graham Oak, whose brands include Lambrini, were also present.
Given the delicate nature of the inquiry, which a fortnight ago questioned Advertising Standards Authority chief executive Guy Parker, those involved were reluctant to be seen to be openly criticising MPs but wanted to make their feelings heard.
The companies had submitted reams of information about their work but MPs used the lion's hare of their time to focus on a few documents, mostly work conducted by research agencies. Fennell saying that these documents led to ‘no actionable insight or communication' made no difference.
Admittedly some of the ideas contained within some of these documents, submitted by Diageo, did seem to make light of irresponsible drinking. One, on the needs of ‘pub man', portrayed his evolution from what was described as an erect apeman with a pint in his hand through to an ‘Alpha male' drunk flat on his back. Another discussed ideas around potency.
However industry observers have called into question the time spent on this and quibbling. One observer who has been involved in a number of the sessions, said: ‘I felt annoyed about all the time spent on trivialities. The MPs didn't listen. They didn't care what anyone said because they had pre-ordained answers in their head.'
Indeed at one point Davies highlighted that he was unable to promote the ABV of his low-alcohol C2 lager under the current rules. Instead of making a note of this potentially useful piece of information, it was dismissed by the committee with one saying cynically: ‘You've got our advert in.'
An individual who gave evidence said it was about being ‘disciplined' and ‘not rising to the bait'.
On the agency side executives included BMB partner Andrew McGuinness, Joseph Petyan, the joint managing director of JWT London, Big Communication chairman Chris Morris and Charlotte Thompson, the director of BJL.
Petyan, who was there to talk about his agency's work on Smirnoff, came under fire for not knowing about marketing materials for the Sidekick shot brand. He was greeted with incredulity when he explained that he knew nothing about Sidekick because it was handled by Cheetham Bell JWT and had only found out the day before that it would be brought up.
In the coming months the committee will be quizzing the big supermarkets. Minimum pricing and using alcohol as a loss-leader is bound to be on the agenda. Many believe they will need to be better prepared than they were for last week's hearing to avoid more time-wasting and more importantly actually getting to grips with the very serious issues of alcohol misuse.