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Guinness Storehouse

A new vision for an iconic brand

The #1 international visitor attraction in Ireland featuring the #1 stout in the world, Guinness Storehouse has welcomed millions of visitors since it opened its doors in 2000. In 2010, Guinness selected BRC to help them with a 10-year strategic roadmap. BRC worked closely with Guinness leadership to craft a new vision plan for the Storehouse that would tell this iconic Irish story in a fresh new way and to create a sustainable business and operational plan.

The team established a strategy to make the visitor experience better sequenced and story-driven, incorporating new revenue-generating brand elements and tasting experiences. The multi-phase master plan ensured that the already popular Storehouse need not shut down during refreshment and has resulted in improved brand metrics and economic returns.
Guinness & Co.
Dublin, Ireland
  • Strategic Planning
  • Concept Planning
Project Highlights


Attendance increased 80% between 2011 and 2019

Top 5

Guinness Storehouse is among the top 5 things to do in Dublin on Tripadvisor


Net profit increased by 240% from 2011 to 2019
Guinness Storehouse
Guinness Storehouse

“A must if you are a tourist or a Dublin local…you must visit here!”

— Tripadvisor