23 Sep 2012


The Magic Begins at the Guinness Storehouse

Diageo Ireland is using the magic and excitement of Arthur's Day in 2012 to promote Ireland as a tourist destination during 2013, the Gathering year, to millions of potential tourists in the key markets.

Minister for Transport, Tourism and Sport, Leo Varadkar attended the Guinness Storehouse to announce the collaboration involving Guinness, Tourism Ireland and Aer Lingus to bring some of most influential international media to Ireland for Arthur's Day to showcase Dublin and Ireland as the tourist destination. Diageo has been working closely with Tourism Ireland and Aer Lingus in creating a comprehensive media engagement programme which has resulted in a significant number of key media from the most prominent publications in the US and Germany including the Huffington Post (USA) and the Express and Gilly's playground (Germany) arriving to enjoy Arthur's Day.

Leo Varadkar, Minister for Transport, Tourism & Sport said, "I'm delighted that a global brand like Guinness is getting on board with the Gathering Ireland. Arthur's Day is a great platform to spread the word about the Gathering, and encourage people around the world to visit Ireland in 2013".

"We are delighted to promote The Gathering through Arthur's Day and our relationship with the key tourism media. This Gathering initiative is an exciting one and promises to create a great platform in which to showcase Ireland, said Paul Carty, Managing Director, Guinness Storehouse.

He continued, "We will be giving our visitors a bit of extra magic on Arthur's Day this year at the Home of Guinness. People have the opportunity to win unique and remarkable experiences on the day such as, a Guinness with one of the Guinness family, a tour of St. James's Gate Brewery, afternoon tea in Arthur's original house or how to pour your own pint with the Guinness Master Brewer".

Arthur's Day is taking place on the 27th September and for the first time people have the chance to vote to bring headline artists to their local pub. It promises to be a remarkable night of surprises and great music. The winning pubs remain a secret until the night itself so you never know who is going to walk through the door.

David Smith, Country Director, Diageo Ireland commented, "the local pub is a heart of this year's Arthur's Day celebrations and visitors to Ireland fully recognise that "the local" is the cornerstone of the community, a gathering place to meet not only for a pint but to hear great stories and listen to great music.

The tourism sector in Ireland already benefits from the iconic Guinness brand. The Guinness Storehouse is now the number 4 branded visitor attraction in the world. In recent brand tracking research commissioned by Tourism Ireland, enjoying a Guinness with locals in a traditional Irish pub was one of the top ‘must-do' experiences cited by potential holidaymakers.

We are already supporting The Gathering through one of the 2012 Arthur Guinness Fund awardees, Mike Ferrick and his organisation Ireland Reaching Out. We are delighted to continue to work with government and tourism agencies to support The Gathering and make 2013 a hugely successful year for Irish tourism".


For more information, please contact:

Martin Mackin 01 475 1444 / 087 8145039

Peter Berry 01 475 1444 / 087 7965011