Saint Patrick's Day-Special • 14.03.2019

The Guinness Storehouse in Dublin – a powerful customer magnet

Brand advertising with taps, creamy whitecaps, and hashtags

Just in time for Saint Patrick's Day, we turn our attention to arguably the favorite drink of the Irish: the iconic Guinness beer. Or, more precisely, the home of the stout: the Guinness Storehouse opened its doors in 2000 right in the heart of Dublin at the St. James’s Gate Brewery.

Since its opening, thousands of people visit the 7-story tourist attraction every day. The venue has welcomed over 19 million visitors as of 2019 with over 1.7 million visitors passing through its doors just in 2018 alone.

It made us wonder what makes the Guinness Storehouse such a powerful customer magnet. That's why we went on location and started our journey through the world’s largest pint glass.

Guinness: Copyright: iXtenso/Wintrich
Source: iXtenso/Wintrich

The Guinness Storehouse tour

Ground floor: history & gift shop

While the outside still features the look of the old brewery from the 18th century, the inside of the building greets visitors with its modern, Irish flair. This is also where you can find the Guinness Retail Store, a large gift shop.

Guests are greeted by a guide, who offers a brief introduction. The tour of the brewery starts with a history of the beer’s ingredients (water, barley, hops, and yeast) and how they are used.

Guinness; Copyright: iXtenso/Wintrich
Source: iXtenso/Wintrich

The first floor: the cooperage, transport and Arthur Guinness

Apart from the story of the beer’s creator Arthur Guinness, visitors also learn about the company’s historic logistics processes on the first floor. Guests can find out how the wooden barrels were made and what transport routes ensured that Dublin’s most successful product was transported to the rest of the world.

Guinness: Copyright: iXtenso/Wintrich
Source: iXtenso/Wintrich

The second floor: tasting experience

Welcome to the tasting rooms, where an expert guide introduces you to the different tastes found in Guinness and where you learn how to best enjoy the beer.

Guinness: Copyright: iXtenso/Wintrich
Source: iXtenso/Wintrich

The third floor: world of advertising

Visitors can enjoy many famous examples of the long history of the company’s creative advertising.

Guinness; Copyright: iXtenso/Wintrich
Source: iXtenso/Wintrich

The fourth floor: Guinness Academy

On this floor, visitors can learn to pour and then savor their own perfect pint of Guinness after a quick tutorial! 

Guinness; Copyright: iXtenso/Wintrich
Source: iXtenso/Wintrich

The fifth floor: food & drink

The so-called food experience floor is home to restaurants and bars and everything a Guinness lover’s heart desires.

Source: iXtenso/Wintrich

The sixth and seventh floor: a view of Dublin from above

The last stop of the tour, the famous Gravity Bar, rewards guests with 360 panoramic views of Dublin. A free pint of Guinness is the (foaming) glory of this visit. Sláinte!

Guinness; Copyright: iXtenso/Wintrich
Source: iXtenso/Wintrich

Keeping visitors busy

Next to the impressive and detailed design and layout of the brewery, which manages to strikingly depict the history of the world-famous product right from the get-go, the attraction also successfully continues to personally involve visitors in the experience. This includes opportunities such as the pouring tutorial in the Guinness Academy or a selfie modeled on the head of the iconic stout. These events are very popular with visitors, who take pictures and post them on social networks with a Guinness hashtag.

Guinness; Copyright: iXtenso/Wintrich
Source: iXtenso/Wintrich

The unique mix of tradition, Irish charm, and modern technical equipment ensures a feel-good atmosphere. Every now and then guests are approached by expert guides or members of staff, who divulge relevant information. This overall package is complemented by bonus experiences such as the brewery’s own band, which travels the floors and surprises listeners with fun live music.

Thanks to the many features, services, dining options, and entertainment, visitors can easily spend the whole day at the Guinness Storehouse.

As one would expect, there is also no lack of seasonal events. In addition to other happenings, the Guinness Storehouse celebrates St. Patrick's Day with a four-day festival of live music, delicious food, and craic, meaning lots of fun.

Paul Carty, Managing Director at Guinness Storehouse, says: “We continually reinvest in our visitor experience to meet and exceed visitors’ expectations.”

Author: Linda Wintrich, iXtenso – Magazine for Retailers

related articles:

popular articles:

Thumbnail-Photo: 5 tips for successful TikTok marketing for your online store...
06.09.2023   #online trading #marketing

5 tips for successful TikTok marketing for your online store

How to gain loyal fans for your brand

TikTok is the Wild West of social media: Everything is moving at lightning speed and you only have a blink of an eye to captivate users. If you spend a lot of time on TikTok, you'll know right away...

Thumbnail-Photo: Be different – be successful
24.08.2023   #brick and mortar retail #customer satisfaction

Be different – be successful

10 examples of how retailers can differentiate themselves in the market with unique shopping experiences

The grey blob – no one wants to be part of it. Small and medium-sized retailers in particular need unique selling propositions to be able to assert themselves against the competition from companies worth billions. But what can ...

Thumbnail-Photo: Tips: Optimal shopping experience for  Christmas...
22.11.2023   #online trading #artificial intelligence

Tips: Optimal shopping experience for Christmas

How to prepare for the shopping days as an Amazon retailer

The promotional days at the start of the Christmas...

Thumbnail-Photo: The quiet hour – A contribution to inclusion in retail?...
31.10.2023   #customer satisfaction #marketing

The "quiet hour" – A contribution to inclusion in retail?

Finding calm in a busy world: supermarkets make their mark

The world of commerce is constantly looking for new ways to attract and retain customers...

Thumbnail-Photo: Social Commerce: Community sells?
04.10.2023   #online trading #sustainability

Social Commerce: Community sells?

Why the community approach is replacing fast delivery among customer demands and what that means for you.

For a long time it was said that fast or even "same day delivery is the key". For Fabian Mischler, this is no longer the only key to satisfied customers. In an interview, the CEO of the social commerce platform ooblee told us why community ...

Thumbnail-Photo: Christmas decorations: set the scene for your store!...
09.11.2023   #customer experience #shop decoration

Christmas decorations: set the scene for your store!

From the floor to the shelves and lights to the shop window - here's how to get your store ready for Christmas!

The weeks leading up to Christmas Eve are considered to be the busiest of the year....

Thumbnail-Photo: Scary and clever - marketing for Halloween
20.09.2023   #brick and mortar retail #online marketing

Scary and clever - marketing for Halloween

How do you make the most of 31 October for your business?

Small means, big effect: On Halloween, you can get in touch with your customers in a playful and not too serious way....

Thumbnail-Photo: Black Friday and Cyber Monday: Minimize mistakes, maximize success...
11.10.2023   #e-commerce #customer satisfaction

Black Friday and Cyber Monday: Minimize mistakes, maximize success

Mistakes you can avoid on promotion days like Black Friday and Cyber Monday

The promotion days on November 24 and 27 raise the sales hopes of many retailers. Despite the huge potential, these events can also be a challenge. Competition is fierce, customers are critical and expect exceptional deals. Mistakes in preparation ...

Thumbnail-Photo: ISE 2024 - the future of retail
23.10.2023   #online trading #Tech in Retail

ISE 2024 - the future of retail

ISE will take place in Barcelona from 30 January to 2 February 2024

Since it began in 2004, Integrated Systems Europe (ISE) - the world's premier exhibition for professional audio visual (pro AV) and systems integration - has grown in size, strength and influence to become an industry-defining event. Every year, ...