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Guinness Storehouse Goes Global With Launch of New 4th Floor Experience

25 Oct 2012

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‘Guinness Global’ Experience Part of €10 million Investment at the ‘Home of Guinness’

Today, 25th October 2012, Guinness Storehouse, Ireland’s Number 1 International Visitor Attraction, is unveiling the first phase of a €10 million investment in the seven storey attraction with the launch of the ‘Guinness Global’ fourth floor. The fourth floor, will house a range of interactive exhibits that tell the story of how Guinness is enjoyed and celebrated around the world.

Visitors to the new ‘Guinness Global’ floor can take part in a variety of interactive and engaging experiences including the Guinness Academy, the Guinness Community Map, the Guinness Variants Exhibition, the Guinness Connoisseur Bar, the Arthur Guinness Fund Exhibition and a Guinness Infographic Wall. A total of €2.5m was invested in the 4 th floor developments.

Paul Carty, Managing Director of the Guinness Storehouse commented “we’re delighted to officially unveil our exciting and innovative new 4th floor which has created a new benchmark for physical and digital experiences at the Home of Guinness. The developments at the Guinness Storehouse over the next 3 years will allow us ‘future proof’ the building to accommodate our growing visitor numbers while also enhancing the overall experience”

Fans of Guinness and the range of variants from the iconic brewers are in for a treat as the Guinness Connoisseur Bar opens its doors on the fourth floor. This secret, hidden bar offers Guinness fans and beer aficionados a truly special, premium snug experience to appreciate and enjoy Guinness’s four main variants: Guinness Draft, Guinness Original, Foreign Extra Stout and Guinness Black Lager which was launched earlier this year. Led by Guinness experts, visitors will enjoy guided tasting sessions in the truly luxurious leather clad hide- away.

The Guinness Academy is a specially designed Guinness themed bar where visitors can learn the craft of pouring the perfect pint and receive a signed certificate in recognition of their achievement. Post ‘graduation’ from the Guinness Academy, ‘graduates’ can have their picture taken behind the bar with their perfect pint and certificate in hand, and share their photo on their Facebook page on interactive kiosks. The Guinness Community Map is an exciting new digital installation at the Guinness Storehouse and features one of the world’s largest high resolution interactive screens that display the global view of Guinness around the world. With dedicated pods to post messages from the Storehouse, the Guinness Community Map champions Guinness fans all over the world and allows visitors to the Storehouse to leave their message on the map and link in with their local Guinness Facebook Community.

The truly global nature of the Guinness story is brought to life with the Guinness Infographic Wall and Variants exhibition where visitors can learn about the treasured legacy of the Guinness variants that are enjoyed throughout the four corners of the world and how from humble beginnings Guinness grew it’s footprint across the globe reaching 150 countries worldwide.

The legacy of Arthur Guinness continues with an area dedicated to the Arthur Guinness Fund, a philanthropic fund created as part of the 250th anniversary of the Guinness Brewery in 2009 and active in ten countries around the globe, supporting social entrepreneurs that strive to make a difference to their communities and their countries.

Investment in the Guinness Storehouse continues this year with plans to develop a new and dramatic Guinness Taste experience, a new look Guinness Retail Store and a ground breaking digital installation which will tell the Arthur Guinness story. These new advances will be unveiled in advance of the summer 2013.

For further information on the Guinness Storehouse, log onto www.guinness-storehouse.com, or follow @homeofguinness on Twitter.

For more information contact:

Justine Luykx

Justine.luykx@ogilvy.com

01 669 0030 /086 859 5597

WHPR

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Guinness Storehouse Facts:  

  • 1 in 2 holiday-makers who visit Dublin, visit the GUINNESS STOREHOUSE.
  • GUINNESS STOREHOUSE is the third most popular fee paying brand attraction in the world. (ranked behind VW Autostadt in Germany and the Coca Cola Experience in Atlanta who are number 1 & 2 respectively)
  • The GUINNESS STOREHOUSE welcomes c1.1m visitors each year from 25 different countries.
  • 92% of all visitors are international. The top 5 nationalities are 1. USA 2. GB 3. Italy 4. Germany 5. Ireland
  • GUINNESS STOREHOUSE is the most popular brewery experience in the world.
  • GUINNESS STOREHOUSE has welcomed over 9 million visitors since opening its doors in 2000. During this time over 2.25m have tasted GUINNESS for the first time and over 500,000 have learnt how to pour the perfect pint.