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Featured News

Diageo to introduce new Guinness experience in London

Beverage company Diageo is set to open a new attraction and microbrewery in London, bringing life back to Old Brewer’s Yard, which first brewed beer back in 1722.

‘Guinness at Old Brewer’s Yard’ will build on the success of tourist hotspot and brewery experience, the Guinness Storehouse in Dublin, and Johnnie Walker Princes Street in Edinburgh, which was opened last year.

The new 50,000 square foot venue is projected to create up to 150 new jobs for those in London and provide a community space within the area of Covent Garden.

Diageo Great Britain managing director, Dyalan Nayager, said: “We’re excited to create a new home for Guinness in the heart of London. ‘Guinness at Old Brewer’s Yard’ will strengthen London’s hospitality community and be a must-visit destination for thousands of visitors to enjoy.”

Rob Abernethy, chief executive of the Mercers’ Company, which owns Old Brewer’s Yard, added: “We are delighted to welcome Guinness to our Covent Garden estate. We have worked closely with Diageo to develop proposals which will restore Old Brewer’s Yard’s historic origins in a contemporary context.

“The significant level of investment is a major boost to London’s recovering economy and will provide a one-of-a-kind immersive experience, shining the spotlight on Covent Garden as a global visitor destination.”

Last year, ticketing technology provider SecuTix partnered with Dublin’s Guinness Storehouse to become its official ticketing technology provider.

The company implemented its S-360 ticketing engagement solution and was also used across Diageo’s other Irish brands, including Roe and Co distillery in Dublin and Smithwick’s Experience in Kilkenny.

In 2019, the Guinness Storehouse celebrated its 20 millionth visitor and regularly tops the list of Ireland’s most visited paid attractions. There were an estimated 1.7 million admissions that year.

Image: Diageo