Guinness? But it’s not even St Patrick’s Day

The Guinness Storehouse

Our search for compelling blog content took us on an adventure to Dublin, Ireland this weekend to visit the infamous Guinness Storehouse. The storehouse is a wondrous experiential marketing phenomenon where consumers are encouraged to become fully conversant with the Guinness brand, its history and its products. Simply put, it was an amazing example of how a brand can become a 3D and lived experience and your perceptions of a product can be changed by your brand knowledge as a consumer. Critically, my visit conveyed a message to me that Guinness can be an everyday beverage and not just a St Patrick’s Day beverage.

The Background

The Guinness Storehouse is located in the heart of the St James’s Gate Brewery and is Ireland’s No. 1 tourist attraction. Guinness has played a role in forming Irish history since its inception in 1759 and adopted the iconic harp logo in 1862. The harp was first used as a symbol of Guinness to identify the brand as Irish through a secondary association and country of origin effect. The Harp was based on the Brian Boru or Trinity harp which is preserved in Trinity College; a short bus ride away from the Guinness Storehouse. This harp is also adopted as the logo of the low-cost airline Ryanair, who also position themselves as a distinctly Irish brand and flew me from Gatwick to Dublin to allow me to write this blog.

Guinness PhotosThe Experience

The sensual experience of the Guinness Storehouse systematically engages your eyes, ears, nose, hands and mouth over 7 floors. Guinness invite visitors smell each of their 4 ingredients (Barley, Hops, Water and Yeast) and then provides you with a short tutorial on how to enjoy Guinness (stand confidently, breathe in through your nose, bring the glass to your lips, suck through the foam and then breath back out through your nose). The storehouse also affords visitors the opportunity to pour their own pint and enjoy it in their 7th floor Gravity Bar with some striking views of the city of Dublin. I will testify that pouring my own pint of Guinness gave me a certain endowment effect and attachment to the product, while watching the process of how those four simple ingredients also allowed me to identify with the brand. In conclusion, with a 5ºC pint of Guinness grasped in my hands, the whole experience appears to be very clever platform for marketing a glass of roasted and malted barley, hops, yeast and water.

Pour the Perfect Pint

A visit to the storehouse might convince you that Guinness is an everyday drink but for the meantime pouring your own draught could be the next best thing:

Posted by: Bradley Cronk

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