Reagan Villet 5/23/16
From the very day that I flew in to Northern Ireland, I have been bombarded with Guinness. From beer on tap, to banners hanging from nearly every pub, it is apparent that Northern Ireland and the Republic are very proud of their “home-grown” beer.
Today, I was able to experience the genius behind the beer at the Guinness Storehouse, both in terms of brewing of the product and in marketing of the brand as a whole. For a little backstory, Guinness was started in 1759 by Arthur Guinness. Interesting fact: he leased the first brewery for just £45 per yearner 9,000 years (they still have about 8,743 left!). It has since popularized around the world, with over 50 different countries hosting breweries, and over 150 serving it on draft.
A large reason for the widespread success of Guinness is it’s phenomenal marketing and advertising. The company uses almost every media to advertise, from the first ad, in a newspaper, to more recent medias such as television commercials and product placement in films. Poster advertisements were also big, especially the “Guinness Zoo” series, which was largely displayed at the Storehouse. There are also advertisements for different countries, ethnicities, ages, and practically every type of person you can think of; Guinness is targeting us all!
Although my major is Communications, I have always been extremely interested in the fields of Advertising and Marketing. I was blown away by the work and time that Guinness appears to put in to their advertisements, as well as the time they put into the Storehouse. The Storehouse is a very strategic marketing technique in itself, as it is not only very hyped up as a tourist attraction in Dublin, but the experience is so interactive and visitor-friendly that it instinctively draws visitors in. For instance, there is a “Tasting” room, where visitors learn how the test-tasters professionally taste every batch of Guinness. There are smells pumped through the entire Storehouse to entice your sense of smell, and draw you in to the beer (and in turn, the brand as a whole). Even if you don’t like the beer, the experience of the storehouse makes the brand more appealing. The top floor is the Gravity Bar, a room where you can enjoy a complimentary pint of with (almost) a 360-degree view of Dublin.
Overall, the Guinness Storehouse was absolutely fantastic, and I would highly recommend the experience to anyone in the Dublin area. Although you can get a good, cold pint of Guinness from practically any local pub (except this craft brewery, which they pointed out to us as we ordered our dinner), the educational aspect of the processes behind the brew was really interesting. From learning to be a “professional” taste-tester, to becoming a certified “perfect-pourer” (yes, i really got a certificate!), to enjoying a refreshing pint with friends, the Guinness Storehouse is an experience for all to enjoy (well, anyone 18+!).