E-Malt.com News article: Ireland: New 'Brewing Experience' unveiled at Guinness Storehouse

Guinness® Storehouse revealed on January 10 impressive new additions to the Visitor Experience. €2.5 Million was invested by Guinness® Storehouse in the development, which commenced in November, and was accomplished in a mere two month period. The new wing is now open to the public complete with a live installation of the modern day Guinness® Brewing process, which visitors are welcome to take part in.

Up to 100 lucky visitors each week will be actually able to 'Start the Brew' of Guinnessâ themselves by operating a computer that is scheduled on the same timetable as the Brew House. A state of the art Tasting Laboratory also forms part of the new Brewing Experience where visitors can taste Guinness® from the Keg Line and, with the assistance of the Guinness® Storehouse professional Tasting Team, learn how to savour the beer, just like the real connoisseurs.

As a Visitor Experience, Guinness® Storehouse has proved extremely popular since it opened in 2000 welcoming a record 755,000 visitors in 2005. The new 'Brewing Experience' was designed by the UK and Irish Design agency ‘Event Communications’ and is the first major work to take place on Guinness® Storehouse’s Visitor Experience since it opened.

Commenting at the launch of the new Brewing Experience, Cindy Martin, Operations Manager at Guinness® Storehouse said:

'The St James’s Gate Brewery is now the largest stout exporter in Europe. In line with this we have developed this exciting Brewing Experience to provide visitors with a rare insight into the brewing process while bringing them even closer to the Guinness® brand. Guinness® Storehouse is already one of the most popular brand experiences in the world*, and this project is yet another example of how we are working to improve our offering, and thus our status, as a world renowned visitor attraction.'

Guinness® Storehouse is open 7 days a week from 9.30am to 5.00pm (9.30am – 8pm for the months of July and August). Guinness® Storehouse visitor experience offers a unique journey into the heart and soul of Ireland’s legendary stout. Adult admission of €14 also includes a complimentary pint of Guinness® in Gravity®, the only bar in Dublin that affords panoramic 360o views of Dublin city. To purchase advance tickets online, visitors can log on to www.guinness-storehouse.com and receive a special 10% discount off adult admission. Anyone visiting the Guinness® Storehouse today will receive a specially commissioned Guinness® calendar to mark the occasion.


11 January, 2006