Diageo has opened the doors to its Guinness Open Gate Brewery, London venue, marking the return of brewing to Covent Garden.
The new £73 million visitor experience and working microbrewery is located in Old Brewer’s Yard—a site that first brewed beer more than 300 years ago.
The opening comes as Guinness consumption skyrockets in London—one in seven pints poured in the city is now a Guinness.
The new venue will produce limited-edition craft beers and seasonal specials including non-stout varieties and low-alcohol options. Guinness and Guinness 0.0, which will continued to be brewed in Dublin, will also be served.
Visitors will be able to book guided tours of the brewery and exclusive tasting experiences. There are also two restaurants led by acclaimed British chef Pip Lacey, showcasing locally sourced British produce and inventive Guinness pairing suggestions.
A ground-level courtyard bar and eatery in the heart of Old Brewer’s Yard, is open to the public for casual dining and community gatherings. Plus there are two retail stores showcasing exclusive Guinness collaborations, limited-edition and best-selling merchandise, and custom experiences.
With London welcoming more than 20 million visitors each year, Diageo said the opening highlighted its long-term investment in Great Britain and its vibrant hospitality and tourism sector.
Diageo Great Britain Managing Director Barry O’Sullivan said: “This week marks a proud moment for Diageo and Guinness in Britain. London has played a critical role in Guinness’ success throughout its history, and two centuries after the black stuff arrived in the UK capital, one in seven pints poured in the city is now a Guinness.
“This iconic stout has always been about bringing people together, and Open Gate Brewery London builds on that tradition, creating a vibrant space where both visitors and the local community can connect, celebrate, and experience the very best of Guinness hospitality.”
The London site is the fourth Guinness Open Gate Brewery site globally and builds on Diageo’s expanding portfolio of brand homes around the world. This includes the original Guinness Storehouse at St James’ Gate in Dublin, which recently celebrated its 25-year anniversary and has welcomed more than 25 million visitors since opening. Guinness’s three existing Open Gate Brewery locations are Dublin, Guinness’ first experimental taproom with creativity, community and innovation at the core, and Baltimore and Chicago.
Global Director: Beer, Liqueur & Vodka Gráinne Wafer said: “Guinness is a brand rooted in a 267-year history but always looking forward, and this week’s opening signals the next chapter in the iconic stout’s extraordinary global story. Complementing the Guinness Storehouse in Dublin as Guinness’s definitive brand home, our fourth Open Gate Brewery will continue our commitment of providing new platforms to engage existing fans, welcome new audiences, and celebrate Guinness’ celebrated blend of heritage and innovation.”
Diageo expects to welcome over half a million visitors to the new Covent Garden site in its first year, deepening engagement with loyal Guinness fans, new consumers and members of the community.
