Guinness tackles sliding sales with new attraction

8th August, 2013 by Gabriel Stone

Guinness has opened “The Tasting Rooms” as the latest development in a three year, €10million investment programme at the brand’s St James’s Gate Brewery in Dublin.

The Tasting Rooms GuinnessThe move comes as owner Diageo steps up its wider marketing investment in Guinness to help revive the brand’s flagging sales across the UK and Ireland, which contributed to a global volume decline of 2% last year.

Forming part of The Guinness Storehouse, a seven storey venue which claims the title of Ireland’s number one international visitor attraction, The Tasting Rooms are described as “the world’s most unique and innovative Guinness tasting experience.”

Visitors pass through a series of spaces which combine “scientific and creative elements” designed to help enhance their appreciation of the famous Irish stout’s distinctive flavour.

The Tasting Rooms join the venue’s existing features such as the Guinness Academy and Guinness Connoisseur Bar, as part of an attraction where visitors can learn to pour the perfect pint, taste Guinness-inspired dishes or enjoy a 360⁰ view of Dublin from Gravity Bar.

“The unveiling of The Tasting Rooms here in the Guinness Storehouse marks an exciting development into the realms of experiential and sensory tasting innovation,” said the venue’s visitor experience manager Catherine Keegan.

“We’re thrilled to be bringing such a unique and alternative experience to visitors from both Ireland and across the globe.”

This latest investment in the brand comes after Diageo reported a 2% overall volume decline for Guinness in its preliminary annual results to the end of June 2013.

Despite Diageo reporting a “resilient” picture from Great Britain as a whole in its preliminary annual results to the end of June 2013, Guinness sales here fell by 3%, with a 5% fall in Ireland. However, the drinks group marked an improvement for the brand in both markets during the final quarter thanks to a step-up in marketing investment.

 

By contrast, Guinness enjoyed net sales growth of 19% in East Africa and 13% in South East Asia.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

European Brands Sales Manager, Field Sales Managers and Executives

Amathus Drinks PLC
London, Brighton, E Sussex/Kent, Cornwall & Devon, GB

Commercial/Sales Manager

Crush Wines Ltd
Bremhill/Home office, GB

Wine Buyer

Adnams
Southwold, UK

Sales Manager - Scotland

Eurowines Ltd
Scotland

Sales Manager - North-West England

Eurowines Ltd
North-West England, UK

Sales Manager - London

Eurowines Ltd
London, UK

Key Account Manager - Grocery

Australian Vintage Limited
London (Croydon), UK

Key Accounts Manager - Impulse

Australian Vintage Limited
London (Croydon), UK

Business Development Manager

Regency Wines Ltd
North Devon & Somerset, UK

Sales Manager - North East England

Eurowines Ltd
Within 15-20 mile radius of York, UK

National Account Manager

Ehrmanns Wines
London, UK

London Account Manager

The Drinks Club
London, UK

London Sales Executive

Gourvid Limited
London and Greater London, GB

Logistics Administrator

Speciality Drinks Ltd
Park Royal, London, UK

Head of Sales - Hush Heath Estate

Hush Heath Estate
Kent/ London, UK

The Global Merlot Masters 2017

Deadline : 2nd May 2017

db Awards 2017

Deadline : 3rd May 2017

The Global Organic Masters 2017

Deadline : 2nd May 2017

The Global Sparkling Masters 2017

Deadline : 12th May 2017

Click to view more

Global Chardonnay Masters 2016

Now in its fourth year, the competition will identify the best Chardonnay from all around the world in every price range.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

The Global Malbec Masters 2016

the drinks business is proud to announce the inaugural Global Malbec Masters 2016.

Click to view more