The story is told through various interactive exhibition areas including ingredients, brewing, transport, cooperage, advertising, and sponsorship. The Guinness Storehouse explains the history of beer. In May 2011, Queen Elizabeth II and Prince Philip visited the Storehouse as part of a state visit to Ireland. In 2006-08 a new wing was developed, and Euro 2.5 million was invested in a live technology-driven multi-media installation demonstrating the modern brewing process for Guinness, which was designed by London-based museum design specialist, Event Communications. The redesign of the building was undertaken by the UK-based design firm Imagination in conjunction with the Dublin-based architects firm RKD, and the Storehouse opened to the public on 2 December 2000. In 1997, it was decided to convert the building into the Guinness Storehouse, replacing the Guinness Hop Store as the Brewery's visitor centre. The building was used continuously as the fermentation plant of the Brewery until its closure in 1988, when a new fermentation plant was completed near the River Liffey. It was designed in the style of the Chicago School of Architecture and was the first multi-storey steel-framed building to be constructed in Ireland. James's Gate Brewery (yeast is added to the brew). The building in which the Storehouse is located was constructed in 1902 as a fermentation plant for the St. The seventh floor houses the Gravity Bar with views of Dublin and where visitors may drink a pint of Guinness included in the price of admission. Other floors feature the history of Guinness advertising and include an interactive exhibit on responsible drinking. The ground floor introduces the beer's four ingredients (water, barley, hops and yeast), and the brewery's founder, Arthur Guinness. The Storehouse covers seven floors surrounding a glass atrium shaped in the form of a pint of Guinness. Since opening in 2000, it has received over twenty million visitors. Guinness Storehouse is a tourist attraction at St. The site is located slightly west of the city centre: the nearest Luas stop is James’ (Red line) and Heuston Station is a short walk away. St James’ Gate remains the site which brews all Guinness produced for Ireland and England still, and is highly commercially successful. The storehouse charts the Guinness family brewing story, the history of Guinness advertising (one of the most successful branding exercises in the world), and how Guinness is transported and brewed elsewhere – both to the pubs in Dublin and mass exported (Nigeria remains the 3rd biggest consumer of Guinness in the world). The storehouse is an extremely popular site and it’s worth booking a timed ticket slot in advance to ensure you don’t miss out – all adult tickets come with a complimentary pint of Guinness at the Gravity Bar. The family continued to be heavily involved in the business, and prided themselves on treating their employees extremely well by contemporary standards: they were paid some of the highest wages in Dublin at the time, and received health insurance which was extremely unusual at the time.Įventually Guinness was taken over by the drinks giant Diageo in 1997, although the Guinness family still own 51% of the brewery. In 1886, Edward Guinness (Arthur’s great-grandson) sold 65% of the business for £6 million. Arthur’s grandson Benjamin trademarked the Guinness harp and his success elevated the family’s position in Irish society: Benjamin became Lord Mayor of Dublin in 1851.Ĭontrolling the quality of Guinness became a key part of the business, and remains one today. One hundred years later, the business had grown massively: it was worth over £1 million, and the site had grown from 1 acre to 64 acres. The first exports went to England ten years later, and by the 1820s, Guinness was being shipped to America, the Caribbean, West Africa and Europe. The site was first leased by Arthur Guinness in 1759: so confident of his new venture, Guinness signed a 9,000 year lease (at the cost of £45 per year), and the Guinness Brewery at St James’ Gate was born. Around 900 million litres are sold a year on average. It remains one of the world’s most successful drinks brands, and is available in 120 countries. Guinness’ distinctive taste comes from malted barley and roasted unmalted barley, whilst the thick creamy head it is synonymous with comes from mixing the beer with nitrogen and carbon dioxide. The Guinness Storehouse remains one of Dublin’s most popular tourist attractions and iconic sites.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |