PAUL CARTY AND THE GUINNESS STOREHOUSE

IT’S WHAT’S INSIDE THAT COUNTSby Donnie Rust

Every new marketing venture, even for a brand as strong and well-loved as Guinness, brings with it a risk but with the same sort of brewing mastery exhibited in the creation of their brew, only the finest ingredients were brought in.

“I trained as a hotel general manager originally,” Paul explains, “And have worked for Five Star hotels in London, Bahrain, Singapore and Saudi Arabia where there is always

a massive emphasis on making people feel welcome and employing a can-do-attitude to everything,”

I cannot help but find the Irish accent refreshing and Paul speaks with a clear love of what he does and a deep appreciation for the story behind it, which makes all the difference. Within the first few minutes of our interview I know that I’m now a small part of that story too.

“I was here when the Guinness Storehouse was still just a building site and was very pleased to be able to add to the

Like all things Irish, Guinness is rich in heritage and legend and loved as much by the Irish as the rest of the world. 2000 saw the opening of the Guinness Storehouse in Dublin, built upon the very spot Arthur Guinness chose to create his empire and offered to us as a homage to the tale behind Guinness. After a visit in mid-2012 I felt privileged to be able to speak with their Managing Director Paul Carty regarding the truly remarkable story behind this fantastic attraction and his integral part.

input of design and inception,” he continues, “The architects that were brought in wanted to make sure that they got the design of the Storehouse just right and so employed the best designers they could find. No chances were taken, we wanted to create a truly world class innovative experiential Brand experience.”

Having spent an afternoon at the Guinness Storehouse myself I can testify that they have managed to do this perfectly. Upon the tour, which starts on the ground floor and works its to the Gravity Bar at the top (as the interior of the Storehouse is designed to look like a giant glass of Guinness, the Gravity Bar is located within the legendary

head of the pint) there is a careful combination of style, design and information. Ireland is famous for its story telling and from start to finish there is just the right amount conveyed by the tour guide, or the information in the exhibits to give you a deep appreciation for the story behind the drink.

“Guinness Storehouse is an integral part of the Irish Tourism Industry offer and to get to that point has required training of all the staff in hospitality skills,” Paul explains. “I wanted to ensure that everything and everybody worked together to create a real sense of welcoming for all our visitors every time, every day.”

The numbers don’t lie, and it’s clear that Diageo, the

company that owns Guinness, hit the nail on the head with the Storehouse as it brings in over a million people every year, 25% of who have their first taste of Guinness while in the Gravity Bar overlooking Dublin, myself included.

“The secret to Guinness’ success is the adoration it enjoys and its association to everything Irish, such as fun, conversation, stories, engagement“ Paul continues. “It is unique with a special taste ground that people love. Ireland and Guinness are synonymous and the legend of both has grown over the years. As a visitor centre that was designed to immerse visitors into a great Guinness experience for over 2 hours, it has become a must see and must visit iconic attraction where over 51% of holiday makers who come to Dublin visit the Guinness Storehouse.”

There was a very specific reason why the Guinness Storehouse was established, one because the popularity and love of the beer justified it and also, Paul reveals, there was a need to open up the market.

“Before 2000, when the Guinness Storehouse opened its doors Guinness was seen as an older man’s drink and what the Storehouse assisted the Brand in achieving was to

shift attitudes and recruit a younger generation of legal age drinkers, it showed the brand in a much more contemporary manner. People left the Storehouse saying “I did not think Guinness was like that“ Paul reveals.

“Guinness is a great tasting beer, it is made from barley, hops and the purest water. The water was the reason why Arthur Guinness chose this site and signed a nine thousand year lease,” he continues. “Clearly he knew his product was going places.”

Interestingly enough on the tour it is rumoured that when officials tried to commandeer his water source he threatened them off with a pickaxe.

“Arthur Guinness was ahead of his time and a folk hero, he was an innovator with his dream and that has echoed through the last two and a half centuries in every facet of the Guinness production.” Currently Guinness are building a new world-class €154m brewery on the site, Arthur would be so proud.

Innovation is key, even in their advertising which has a reputation for being original, enthusiastic and fun. For them it is not just about providing a product but an atmosphere

and an attitude that accompanies it. It’s fun and healthy and one of a kind. Entertainment precedes Guinness and entertaining times certainly follow.

In some ways Guinness is the Coca Cola of the alcohol world. Not to compare products though as there is something very wholesome about Guinness, but they are on a similar level as Coca Cola and in the same way that the World of Coca Cola in Atlanta has to continuously update itself, so too does Guinness Storehouse.

“We continue to reinvest in our visitor centre, we are currently halfway into a three year €10m investment in the Storehouse, including a new Arthur Guinness room,” Paul says, explaining the projects closest to his heart. “The story of his philanthropy and the way he rewarded his employees and the community is not really well told at the moment and we feel it’s time to update that. We are also introducing a new tastezone, this will be very innovative. Watch this space.

“We have also brought in the largest interactive high resolution screen in the world so that people visiting the Storehouse can share their love for Guinness socially and ‘Like’ their local Guinness fan page.

It makes sense, as Guinness is as much social a beer as Ireland is a social country, it invites good times and banter. Suitable to be enjoyed with friends but good enough company to be drunk alone, it is Ireland’s most prominent export with breweries around the world and new ones being developing as far afield as Asia, Africa and America.

“Africa is one of our largest markets at the moment,” Paul reveals. “But we’ve been there so long that they think Guinness was invented there!” What a powerful ownership and commitment to a brand in Africa, who would want to dispel the myth.

The views of Dublin from the Gravity Bar are not those of your typical tourist attraction because the history behind Guinness is not one of corporate executives, but of hard working Irishmen in the industrial part of town. The view starts with that and radiates outwards to the more commercial side of the city but this is appropriate, this is Ireland. It doesn’t need the glitz and glamour of the rest of the west and is happy with the truth. In the same way Guinness does the same, it does not promise it simply offers.

And happily, we all accept.