Content

Editorial

Reading

Special Feature 1

Special Feature 2

Special Feature 3

by Silke Petzold

The fascination of the Guinness Storehouse is quite special and has been experienced by over three million visitors since opening in November 2000. Those who embark on the trail of Arthur Guinness and his beer become better acquainted with the ingredients, which can be experienced along with the loud production process in an atmosphere that combines tradition with new technology.

Visitors are led further up one flight via an historical stairway, and with the help of short films and interfaces that are integrated in brewery equipment of the past, can learn more on the subject. Afterwards, the history of beer is explained in the exhibition areas "abroad" and "transport." Finally, the jaunt ends on the second floor with a look into the World of Advertising at Guinness. Those still "thirsty" for more can personally learn about the basics of brewage in the new Brewery Tour that was just opened last November 2005 for 2.5 million euros.

Apart from the Gravity Bar, Guinness has two other bars on the fifth floor, the Brewery and the Source, which are heavily frequented all year round. Up to a one-and-a-half-hour waiting period to get in is not uncommon.

The Guinness Storehouse is the tourist attraction-not just in Dublin, but also in all of Ireland. Studies show that the Storehouse ranks #5 amongst the world's most popular facilities for corporate communication.

The facility's approximately 750,000 annual guests come to the Storehouse from all over the world for different reasons. About half of them want to experience a journey through the history of their favourite beer, while others just want to enjoy the panoramic view of Dublin from the Gravity Bar on the seventh story while enjoying a pint. And then there are those who use the Storehouse as a location for events or seminars. The Storehouse has also increasingly established itself as a location for product presentations or corporate events. The company now generates around 15 to 20 per cent of its revenue with this offering.

Guinness spent roughly 30 million euros on remodelling the former St. James's Gate Brewery. An investment that has paid off, as shown by the many shopping bags visitors carry home with them from the shop on the ground floor. And in the future, even more emphasis is to be placed on conveying the story of "Guinness = Ireland and Ireland = Guinness."

You can read the complete article in the print edition of EAP - issue 3/2006.