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Following a substantial investment of £73 million, Guinness is set to unveil its latest brewery in London this week.
The facility, located in Covent Garden, will produce four sustainable beers. However, the brand has confirmed that the iconic “Black Stuff” stout will continue to be brewed exclusively in Dublin.
The venture marks the latest strategic move by owner Diageo, which aims to capitalize on the growing popularity of Guinness.
Recent years have seen that the trend of social media and targeted marketing is successfully attracting the youth towards brands.
Despite this growth, company executives have indicated their belief that there remains significant potential for Guinness to expand across the UK and within the capital.
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.”