Guinness has revealed fresh details of a new brewery attraction coming to London, featuring immersive experiences, beer tastings and walking tours.
The Irish stout is having its moment this year, especially after the release of the Netflix TV series House of Guinness last month, following the lives of a 19th-century generation of the dynasty.
Fans of the show can get a further fix at the new Guinness Open Gate Brewery, which will be located in Old Brewer’s Yard in Covent Garden. The 54,000 square-foot venue will open its doors on Thursday 11 December.
Guests will be able to take part in microbrewery tours, plus sample a range of rotating, limited-edition craft brews and seasonal specials, including non-stout varieties and low-alcohol options.
There will be plenty of their famous stout flowing, although the Guinness itself won’t actually be brewed in Covent Garden and instead will be imported from the St James’s Gate Brewery in Dublin.
The tour will also include an “immersive experience”, telling the story of Guinness’s heritage within Covent Garden, plus a walk around the working brewery.
Visitors will also be able to master the art of Guinness’s “surge and settle” pouring technique.
In addition to the Guinness brewery experience, the Irish stout company is also opening several restaurants at the Covent Garden location.
Gilroy’s Loft and Porter’s Table will be helmed by chef Pip Lacey, formerly of Hicce in King’s Cross and the Michelin-starred Murano.
Gilroy’s Loft is named after the illustrator who created some of the brand’s most famous advertising posters, such as the ‘‘Lovely Day for a Guinness” toucan artwork.
The rooftop restaurant will serve “British coastal produce”, such as freshly shucked, native oysters.
The Porter’s Table pays homage to the porters of Covent Garden who moved goods through the market.
A ground-level courtyard space at the brewery will host the experience’s main bar and handmade pies by London’s “pie king”, chef Calum Franklin.
Tickets for the new brewery will be released in November, with more details set to be released on their website.
Deb Caldow, Guinness’s marketing director, said: “The Guinness Open Gate Brewery London has been years in the making, and we’re thrilled that the moment has almost arrived. “We can’t wait to welcome Londoners and visitors from around the UK and the world.”
The London outpost is the third tourist attraction run by Guinness. The brand operates a brewery experience in Baltimore, USA and a storehouse located at the famous St James’s Gate location in Dublin, where the brewing empire was founded in 1759.
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