INTRODUCTION :

Guinness is the best-selling alcoholic drink of all the time in Ireland, where it makes almost 2 billion € annually.
Guinness is one of the most successful beer brands in the world, being exported worldwide. The thick creamy head is the result of the beer being mixed with nitrogen when being served.
Before to continue, we will give you a brief story of the brand:
Arthur Guinness has bought his brewery in Dublin in 1759.
10 years after, the first shipment of six-and-a-half barrels of GUINNESS beer leaves Dublin on a sailing vessel bound for England.
(carte)
In the 1830’s, output at the St. James’s Gate brewery exceeds that of Beamish in Cork. (Mettre une carte pour illustrer)
The GUINNESS beer label is introduced in 1862: it represent a buff oval with the harp and Arthur Guinness’s signature. In 1876, the Harp is registred as a trademark.
(image)
In the 1870’s, 10% of GUINNESS beers are sold overseas.
In 1914, just before the First World War, brewery output is almost 3 million barrels.
In 1988, the first “widget” beer, GUINNESS Draught in cans, is launched. 3 years later, it wins the Queen’s Award for technological achievment.
(affiche bleue)
In 2001, almost 2 billion pints of GUINNESS a year were sold around the world and over 1 million pints a day in Great Britain alone!!

I – GUINNESS brand marketing, the Storehouse:

What is the secret of GUINNESS to refresh a 243-year-old brand?
They brew a modern experience that combines the power of history with the allure of contemporary desing. With the St. James Gate, they wanted to build more than just a shrine to stout.
So, they wanted to use an ultramodern facility to breathe life into an aging brand, to reconnect an old compagny with young (and skeptical) custumers.
How a compagny can connect with its core constituencies?
With the creation of the Storehouse in Dublin, Guinness’s representant marketing aimed to bring people together and share stories (says Ralph Adrill, director of