‘Guinness isn’t black’: What I learned at Ireland’s most-popular tourist attraction

Patrick Freyne gets a masterclass in marketing on a tour of the Guinness Storehouse

Around 5,000 people visit the Guinness Storehouse every day. The Storehouse opened in 2000, as a way of delivering Guinness-related facts and branding to the masses. This year 1.7 million people will visit, 93 per cent of them international tourists.

Inside, the Guinness Storehouse is a blizzard of glass and steel and advertising kitsch, heavy on audiovisual technology and oversized props. The central atrium is seven storeys high and is shaped, my very entertaining and knowledgeable tour guide Leo Nally tells me, like a pint of Guinness, with the rooftop Gravity Bar representing the head.

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