With over one million people passing through the Guinness Storehouse doors last year, it has maintained its position as Ireland's leading international attraction
Jan 16 2012
Guinness master brewer Fergal Murray serves up a pint of new Guinness Mid-Strength
Guinness Storehouse is celebrating a 10% increase in 2011 visitor numbers having once again welcomed over a million (1,025,677) visitors through its doors last year and retaining its position as Ireland’s number one international visitor attraction.
Despite the economic downturn and impact this has had on tourism figures in recent years, Guinness Storehouse is continuing to buck the trend, with the attraction also ranked as the fourth largest brand visitor attraction in the world.
Managing director, Paul Carty said: “We are delighted to announce we are still the number one international visitor attraction in Ireland with over one million people passing through the Guinness Storehouse doors last year. Over the past number of years, the Irish tourism industry has been under severe pressure and we are proud to have played a part in enticing overseas visitors to Ireland and encouraging domestic visits too.”
Meanwhile, Guinness & Co has now also announced that Guinness Mid-Strength, brewed in exactly the same way as regular 4.2% alcohol Guinness, has commenced a national roll-out plan to pubs and bars nationwide following an extensive trial period with further roll-out and investment planned in early 2012.
Already in 600 pubs nationwide, Guinness Mid-Strength has all the same great taste as regular Guinness, giving people the option of a lower alcohol alternative at different times of the week. It has the same key Guinness ingredients, ensuring the same distinct quality and taste. The only difference is the lower alcohol content of 2.8%.
Following initial pub trials in Limerick and suburban areas of Dublin in 2006/2007 and further successful trials in golf, GAA and other sporting club bars over the last 12 months, market research has revealed a very positive response from publicans and regular Guinness drinkers alike. Based on the positive research, Guinness & Co will continue its investment and make Guinness Mid-Strength available in at least 1,000 pub outlets, particularly in suburban and rural pubs, by June 2012.
The product is being promoted with in pub POS, sampling and PR at the moment with further marketing investment and, for the first time, an ATL campaign is due in 2012.
For a list of outlets serving Guinness Mid Strength check out facebook.com/GuinnessIreland.