Guinness Storehouse: An out of this world experience that has set the bar globally

Guinness, an alcohol brand, increased consumption and visits to the Guinness Storehouse in Ireland by creating a rooftop bar and an immersive interaction.

Executive Summary

In the mid 1990s, the Guinness Hopstore, a museum dedicated to the heritage of the brand, was close to capacity. A small extension could be built, but was a slightly bigger museum what the brand needed?

The brand challenge was to recruit a new generation of drinkers. A bigger museum focused on the past could simply reinforce perceptions that Guinness was an old man's drink.

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