My Journey

How it all began…

Elevate GIG & reflect major commitment

to tourism...

Link with brand activity in

overseas markets‘Unique immersion’

in Guinness

Be ‘Home of Guinness’ not merely a visitor centre or ‘Temple’

A ‘Must Go There’ Destination

Centre of Excellence within

the industry

Immerse almost 1 Million People per annum for

up to 2 hours…

Encourage beneficial relationship for GIG with government and

regulatory authorities

planning begins initial investment December opening

The Original Vision

The Storehouse in Progress

HEART

STORY

EMOTIONAL JOURNEY

TECHNOLOGY

EXPERIENCEDESIGN

EXTERIOR ARCHITECTURE

From the Inside to the Outside

Getting the Balance Right

Making the tour engaging, fun & interesting

Immerse yourself in a unique display of outstanding & iconic Guinness advertising, from across the years, from across the globe.

This is the ultimate Guinness tasting experience with an officially trainedGuinness Connoisseur in a private bar.

Focusing on our core remit

CATERING OUTSOURCED FACILITIES OUTSOURCED

Recruitment> Hospitality Sector

Engagement> Great Places to Work

Development> Beer Specialist Roles

30% of visitors should participate in food

A deeply tailored model,unique to the world and totally immersed

within Arthurs’ Great Story

Guinness Storehouse Executive Chef, Justin O’Connor showcasing our unique Guinness recipes

for St. Patrick’s Day.

Working in partnership with a catering operator

€2 billion visitor spend on total F&B

Infrastructurealready there

Irish living culture:

not easily replicated

Source: Failte Ireland

ProductOffering an authentic,

high quality core product that’s rooted

in the locality

Source: Failte Ireland

StoriesDefining and

communicating compellingstories that create a sense of uniqueness

ServiceProviding world class service standards but

with genuine Irishhospitality

MemorableFood

Experience

Stories and products are interwoven to really differentiate the food

experience

Passionate employees are willing to interact with

visitors

Product and service components are aligned

to create value for visitors

Fifteen Years later

Since opening in 2001

VISITOR NUMBERS

NET PROMOTOR SCOREHow likely are you to recommend Guinness Storehouse to a family member or friend.

CLOSENESS TO THE GUINNESS BRAND

RETAIL

MYSTERY SHOPPING

MEDIA IMPRESSIONS: 500 MILLION PER YEAR

POST VISIT SURVEY

PROFIT

TOTAL

Increases Consumption Levels Post-visit

1

36

61

ConsumedmoreGuinness

sincevisit

Consumedthesameamount

sincevisit

ConsumedlessGuinnesssince

visit

13562

134

64

13564

133

66

Overall Experience Brewing Tasting Room Guinness Academy

Guinness Advertising Gravity Bar Retail Store Staff

23760

136

62

13562

133

65

Similarly to the pattern for intended consumption, those who have enjoyed the Guinness Academy exhibit the highest level of actual consumption of Guinness when they return home.(Base: All Visitors who drink alcohol – 2,103)

Tourism Collaborations

For International Brand Attractions