Diageo, maker of Guinness, on December 11, opened the doors to its highly-anticipated Guinness Open Gate Brewery, London, marking a bold new chapter for the iconic stout and return of brewing to Covent Garden.
The new £73 million world-class visitor experience and working microbrewery sits at the heart of the UK capital, transforming Old Brewer’s Yard–a site that first brewed beer back over 300 years ago–into a modern destination that celebrates craft beer, gastronomy, retail, and community. Guinness Open Gate Brewery, London will showcase the very best of Guinness hospitality, providing visitors with new ways to enjoy the nation’s favourite beer.
The visitor experience centre is spread over 54,000ft. It features a world-leading working microbrewery where Master Brewer Hollie Stephenson creates limited-edition craft beers and seasonal specials including non-stout varieties and low-alcohol options. A beautifully poured Guinness and Guinness 0.0, brewed in Dublin, will also be served.
It gives a guided tour of the brewery, exclusive tasting sessions, and a 360-degree digital experience telling the story of Guinness in London. It has two restaurants led by acclaimed British chef Pip Lacey, showcasing locally sourced British produce and inventive Guinness pairing suggestions.
At the ground-level there is a courtyard bar and eatery open to the public for casual dining and community gatherings. Two retail stores showcase exclusive Guinness collaborations, limited-edition and best-selling merchandise, and custom experiences. There is also a dedicated private-hire event venue for cultural, community and trade events throughout the year.
With London welcoming more than 20 million visitors each year, this visitor centre reflects Diageo’s long-term investment in Great Britain and its vibrant hospitality and tourism sector. The venue has created up to 250 new jobs and serves as the southern UK hub for Diageo’s award-winning Learning for Life programme, offering free hospitality training for those looking to build careers in the industry. Learning for Life has to date helped more than 8,000 adults across the UK start careers in hospitality, with 100 further students set to graduate from Guinness Open Gate Brewery London from April next year.
Barry O’Sullivan, Managing Director, Diageo Great Britain, said, “This 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 celebrated its 25-year anniversary recently and has welcomed over 25 million visitors since opening. Guinness’ three existing Open Gate Brewery locations are Dublin, Guinness’ first experimental taproom with creativity, community and innovation at the core, and Baltimore and Chicago, where 267 years of Irish brewing expertise meets American beer culture and creativity.
Gráinne Wafer, Global Director: Beer, Liqueur & Vodka, 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.
Rob Abernethy, Chief Executive of the Mercers’ Company, said, “We are delighted to welcome Guinness to its new home in London within our Covent Garden estate. Collaboration was at the heart of this significant investment into London, working with Diageo to deliver a world-class attraction that further cements Covent Garden and The Yards as a leading global visitor and placemaking destination. Supporting initiatives such as Guinness Open Gate Brewery, London is central to the Mercers’ Company role as an active asset manager and helps deliver our philanthropic work. Each year we award over £10 million to charitable organisations that relieve disadvantage, helping to improve people’s lives and create positive change. We look forward to continuing our partnership with Diageo to ensure the long-term success of Guinness within our estate.”