Brand or corporate museums have never been high on my list of places to visit. But, while in Dublin I did visit the Guinness Storehouse. The Storehouse is really more of a corporate museum than a traditional brewery and the visitor experience has more in common with a museum visit than a brewery tour.
Visits to the Storehouse are self guided and well labelled routes direct visitors to displays about Guinness ingredients, the brewing processing, the Guinness family legacy, worldwide distribution, and past advertising campaigns. Many of the displays had interactive video or audio components and the shear size of the operation was pretty amazing.
While some of the displays were educational, the whole experience reminded me a bit of the Biff Tannen Museum from the Back to the Future II movie — where the museum is really just a form of promotional advertising. Given the corporate nature of the attraction I guess I shouldn’t be that surprised.
|Made from old wooden Guinness barrels|
Despite the corporate undertones there was some neat components of the visit. Upon arrival in the main atrium visitors get to see the well known 9000 year lease that Arthur Guinness signed for the St. James’s Gate Brewery site. One floor also contains an optional tasting experience. During the tasting experience visitors are directed into a room that has four stations of what looks like dry ice (there is billowing white mist everywhere). The stations turn out to be different Guinness ingredients and visitors are given the opportunity to smell the ‘smoke’ and guess which ingredient is which. It’s a neat visual experience and if nothing else it’s worth doing just to see how excited children get at the prospect of a room filled with mist.
With the price of admission visitors are given the opportunity to ‘cash-in’ their ticket for a pint of Guinness. Visitors have the choice of their enjoying a pint in the Gravity Bar that overlooks Dublin or learning to pour a ‘perfect’ pint of Guinness in a bar on the fourth floor.
My partner and I opted to learn to pour a Guinness — it was a fun interactive part of the tour which I’m
|View from Gravity Bar|
glad we decided to do. And at the end of the pouring experience everyone receives a slightly cheesy certificate that denotes their ability to pour Guinness. We still went up to the Gravity Bar at the conclusion of our visit and there was some interesting views of the city. Popular landmarks and heritage sites are labelled on the glass windows in the Gravity Bar so visitors can tell what they are looking at. The only downside to the spectacular views was how crowded the small Gravity Bar space was.
The Guinness Storehouse was about what I expected it to be, an interesting experience but definitely not one of my favourites. The building the Guinness Storehouse is located in part of the original brewery site and is quite old. But the experience doesn’t really touch on any of the built heritage features of the site and focuses more on the “Yay Guinness” experience.