IRELAND. Aer Rianta International (ARI) and Diageo have launched the world’s first Guinness Export House, at Dublin Airport.
The new concept, located in Terminal 2, invites travellers to immerse themselves in “Guinness culture” and offers an in-store tasting experience. A Guinness beer specialist will be on hand, with consumers able to “sample the craft, quality and distinctiveness” of speciality beers.
Dublin is the home of Guinness and the partnership aims to transport elements of the popular St. James’s Gate tourist attraction to Dublin Airport.
Guinness Export House has been custom designed from conception to completion by Diageo and ARI, with the former saying it had made a substantial investment in the concept.
ARI said there was potential for a future rollout of the concept across its global retail portfolio.
“The Guinness Export House represents a unique opportunity to tell the Guinness story through taste and experience,” said Gavin Krenski, Guinness Global Content Creation & Innovation Director. “With the potential to roll out globally in partnership with ARI, it’s a big bold concept for a pioneering, ambitious brewer with a continuing thirst for discovery. And what better place to launch the inaugural Guinness Export House than the home of Guinness, Dublin.”
ARI CEO Jack MacGowan commented: “The Loop is delighted to partner with Diageo to open the world’s first Guinness Export House. Guinness is synonymous with Dublin and it’s now going to be synonymous with The Loop, at Dublin Airport.
“Diageo shares our commitment to providing customers with memorable brand experiences in a luxury setting. They also understand that today’s savvy consumers are not content with just grabbing a bottle off a shelf, they want to learn more about a brand and experience it first-hand before buying it. And I’m really impressed that the Guinness Export House manages to tick all the boxes. It also succeeds in creating that often elusive Sense of Place in a busy international airport and is the perfect showcase to entice passengers to savour some Guinness beers in a fun interactive environment.”
ARI has long championed the concept of Sense of Place and has partnered with The Moodie Davit Report for a column dedicated to the subject. The column runs in The Moodie Davitt e-Zine and online.
“As travel retailers we’re all invested in growing the reputation of our channel and differentiating it from the relentless high street and online competitors,” said ARI Brand & Communications Manager Adrian Fennell in an introduction to the Sense of Place series.
“Achieving a Sense of Place amidst a sea of globally recognisable brands is no mean feat. But done well it can give jaded passengers pause for thought, entice them to explore the entire retail area, and make a final ‘connection’.
“As we’re all well aware, every new consumer study highlights the growing trend towards disposable income being spent on experiences rather than material goods. Could a genuine and memorable Sense of Place offer this new breed of consumer the best of both worlds?”
