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Guinness will open its newest brewery in London this weekend following a £73 million investment.
The popular stout brand said it will create four sustainable beers from the site Covent Garden But said it would not include the famous “black stuff”, which would still only be made in Dublin.
This is the owner’s latest move diego Capitalizing on the brand’s growing popularity in recent years, social media trends and marketing investments have helped it bring in more young customers.
Nevertheless, the bosses indicated that they believed there was still room for growth for Guinness in the UK and London.
barry o’sullivanManaging Director of Diageo great britaintold the Press Association: “I think there is still significant growth opportunity for us.
“For example, in sport, the highest share you see for Guinness in this market is around the time of the Six Nations.
“We are just beginning that journey Premier League And that opens us up to a game that spans the best part of 40 weeks rather than being limited to a few months.
He said the brand sees more opportunity to grow in the summer and through its 00 non-alcohol variant.
The company will launch the new Open Gate Brewery site on Thursday 11 December.
The 54,000-square-foot venue will offer guided tours, tastings and two restaurants.
Diageo said the site, which is the fifth Guinness brewing location after two in Dublin and two in the US, would create 250 new jobs.
It said the new site is expected to welcome more than half a million visitors in the first year.
Grainne Wafer, global director of beer, liquor and vodka, said it took “at least six years” for the new venue to be realized after the initial idea for the site.
He added: “Choosing London as a location was an obvious choice as Great Britain is our largest market for Guinness.
“A lot of our visitors to the Guinness Storehouse also come from the UK so there is a natural synergy there.”