Can an iconic brand born in 1759 create an experience that emphasizes its rich history and, at the same time, appeals to younger consumers who spend more time on TikTok than in their local pub? The Guinness Storehouse answers that question with a “yes.”
The Guinness Storehouse
What is The Guinness Storehouse?
The Guinness Storehouse in Dublin, Ireland is simultaneously a tourist attraction and a brand immersion experience. Built in a 1902 fermentation plant, the Storehouse has a challenging mission. First, it must be engaging enough to attract visitors from around the world, not all of whom will be Guinness drinkers. Second, it must tell the brand’s story in a way that is effective but doesn’t seem like a commercial. And, ideally, it should accomplish these objectives and turn a profit, or at least break even.
In the Storehouse, one ascends a series of floors. Early on, there are exhibits showing traditional processes like cooperage, the process of making wooden barrels. Videos show the original hand-crafting process in which a skilled cooper uses his eyes and experience to turn raw lumber into precisely tapered staves and ultimately into a finished barrel. Although the process today may be more automated, the exhibit implies that the quality remains the same.
The Effort Heuristic
Research shows that people place a higher value on products that take more effort to create. The cooperage exhibit is one of many that show the painstaking detail involved in every phase of producing Guinness. The yeast used in the brewing process is unique and carefully controlled. Temperatures are precisely maintained. Guinness’s nitrogenation process creates the special texture and appearance of a draft pint. Even transportation gets attention in the attraction.
Visitors likely find what goes into their pint of Guinness interesting. Unconsciously, they are also translating the apparently huge effort in creating the beer into a greater appreciation for the brand and its value.
The Gravity Bar
As one ascends the floors, the lighting changes from rather dim artificial lighting to increasing amounts of daylight. When visitors reach the top floor, they emerge into a bright series of circular bar areas. Wraparound glass walls offer a 360 degree view of Dublin. Friendly bartenders are happy to pour a pint (included in the tour price) and let visitors appreciate the product they’ve heard so much about.
Metaphorically, the visitor has gone forward in time. One enters in the historical part of the building, walking through Victorian era tanks made into displays. Ancient machines are on display. There’s an intermediate floor featuring vintage Guinness advertising and signage. Because the selected items are so interesting, the branding overload doesn’t seem obnoxious.
An entire floor of the Guinness Storehouse features ads and signage from past to present.
By the seventh floor, the visitor has reached the present day - a modern, all-glass environment flooded with daylight. It’s the perfect spot to sample a Guinness, connecting the brand’s history with the present-day product.
The skilled bartenders pour the perfect pint. They fill the glass most of the way and let the stout “settle” in front of the visitors eyes. Cascades of tiny nitrogen bubbles create mesmerizing waves in the dark brew. For some visitors, this will be the first time they’ve observed this. People take not just photos but videos of their beer.
After a minute, the bartender will add enough beer to fill the glass with a perfect head. The head will form a dome that rises above the lip of the glass.
This is another effortful process that differentiates Guinness from typical beers that are merely poured and served - more brand value added.
Special Experiences
The Storehouse features a variety of restaurants and bars, each with a different menu and ambiance. They offer an opportunity to sample some of Guinness’s other beers along with a variety of food. And, no surprise, there’s plenty of Guinness merchandise to be found - branded apparel, jewelry, and lots more. Every Guinness-branded apparel item is both advertising and, for the wearer, reinforcement of commitment to the brand.
They also offer a variety of special, extra-cost experiences like training to pour a proper pint and a guided tasting session. The one that struck me as brilliant marketing was the “Stoutie” - for less than $10, about the price of a beer, you can have your selfie printed on a pint of Guinness. Not on the glass, but on the foamy head - your face appears above a Guinness Storehouse label!
What makes this so smart? First, it again differentiates the brand and product. I doubt if you could put a photo on the head of a typical beer, and even if you could it would disappear quickly. The photo on a Guinness head persists, albeit with some distortion, to the very end.
Second, and even more important, almost everyone is going to take a picture of their image on the stout and share it. Many will post on social media and most will share with friends and family after their visit.
Stoutie purchasers are paying Guinness for the beer, of course, but also for the privilege of promoting the brand in an eye-catching way.
From a marketing and customer experience point of view, Guinness is doing a lot of things right with their Storehouse experience. They are connecting the traditional values and work ethic that defined the product with the present-day experience, no small feat.
