By: Amara Tamborini 5/23/16
If you ever find yourself in Dublin, you MUST visit the Guinness Storehouse. After walking two miles through the cobblestone streets of Dublin (in my heels none the less), I arrived at the St. James’s Gateway Brewery this morning with an intense thirst that could only be quenched by a tall pint of Guinness. During my time here in Ireland, I’ve learned that a glass of Guinness is the cure for just about all aliments, so I knew I was going to the right place. My journey at the Guinness factory began began by going through step by step process. From barley to the bar, Guinness’ two hundred and fifty-seven years of production has gotten the brewing process down to a science. As I walked up to the testing floor, I was engulfed with the smell of barley and hops. I knew I would soon be arriving to the sky bar lounge where I would sip on a delicious glass of dark beer. When I reached the top of the warehouse, I was greeted by a cold pint of Guinness along with a stunning view. Five floors up, the Guinness Sky Lounge Bar gives you a 360° view of Dublin and the mountains that boarder the city. With a beer in hand, I sat back and enjoyed the moment.
Located on the third floor was a look in to Guinness’ advertising and marketing history. Guinness is known for its distinct campaigns. From its catchy slogans to it’s inspiring commercials, Guinness has made a strong presence in the advertising world. However, there is one sales method that wasn’t mentioned in the exhibit. At the Storehouse, they have a special method for increasing sales. With what you ask? Just a little (or a lot) of Guinness. The masterminds at Guinness have found that one complimentary beer will most likely lead to buying a few more at the next bar. By the time the tourists have gone through the entire storehouse and taste tested at multiple points (for quality inspection of course), the alcohol starts to sink in and their judgment starts to decline. I can personally say that this is an effective sales strategy. As I knocked down another pint, I was ready to leave the storehouse. To exit, you must first pass through their gift shop. A few pints deep, I found that everything in the store was no longer a want, but a need. I needed the t-shirt and I really needed those two pint glasses because it was buy one, get one half off. How could I have passed up such a great deal? When I finally left, I found that my pockets were empty and my stomach was full and I could not have been any more pleased with my decisions.