Guinness

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Guinness
Guinness-original-logo.svg
Guinness logo, in use from 2005 to 2016
Type Dry stout (beer)
Manufacturer Diageo
Country of origin Republic of Ireland
Introduced1759;262 years ago (1759)
ColourBlack
FlavourDry
Related products Harp Lager, Hop House 13, Rockshore
Website www.guinness.com

Guinness ( /ˈɡɪnɪs/ ) is an Irish dry stout that originated in the brewery of Arthur Guinness at St. James's Gate, Dublin, Ireland, in 1759. It is one of the most successful alcohol brands worldwide, brewed in almost 50 countries, and available in over 120. [1] [2] Sales in 2011 amounted to 850 million litres (190,000,000 imp gal). [1] In spite of declining consumption since 2001, [3] it is the best-selling alcoholic drink in Ireland [4] where Guinness & Co. Brewery makes almost €2 billion worth of beer annually.

Contents

The Guinness Storehouse is a tourist attraction at St. James's Gate Brewery in Dublin, Ireland. Since opening in 2000, it has received over 20 million visitors.

Guinness's flavour derives from malted barley and roasted unmalted barley, a relatively modern development, not becoming part of the grist until the mid-20th century. For many years, a portion of aged brew was blended with freshly brewed beer to give a sharp lactic acid flavour. Although Guinness's palate still features a characteristic "tang", the company has refused to confirm whether this type of blending still occurs. The draught beer's thick, creamy head comes from mixing the beer with nitrogen and carbon dioxide. [5]

The company moved its headquarters to London at the beginning of the Anglo-Irish Trade War in 1932. In 1997, Guinness plc merged with Grand Metropolitan to form the multinational alcoholic-drinks producer Diageo plc, based in London.

History

Sign at the Market Street entrance of the St. James's Gate Brewery in Dublin, Ireland St. James's Gate Brewery, Dublin, Ireland.jpg
Sign at the Market Street entrance of the St. James's Gate Brewery in Dublin, Ireland
Crane Street Gate Guinness Factory.jpg
Crane Street Gate
Guinness Brewery in Dublin, Ireland Guinness Brauerei in Dublin, Irland (22138993785).jpg
Guinness Brewery in Dublin, Ireland

Arthur Guinness started brewing ales in 1759 at the St. James's Gate Brewery, Dublin. On 31 December 1759, he signed a 9,000 year lease at £45 per annum for the unused brewery. [6] [7] [8] Ten years later, on 19 May 1769, Guinness first exported his ale: he shipped six-and-a-half barrels to Great Britain.

Arthur Guinness started selling the dark beer porter in 1778. [9] The first Guinness beers to use the term were Single Stout and Double Stout in the 1840s. [10] Throughout the bulk of its history, Guinness produced only three variations of a single beer type: porter or single stout, double or extra and foreign stout for export. [11] "Stout" originally referred to a beer's strength, but eventually shifted meaning toward body and colour. [12] Porter was also referred to as "plain", as mentioned in the famous refrain of Flann O'Brien's poem "The Workman's Friend": "A pint of plain is your only man." [13]

Already one of the top-three British and Irish brewers, Guinness's sales soared from 350,000 barrels in 1868 to 779,000 barrels in 1876. [11] In October 1886 Guinness became a public company and was averaging sales of 1.138 million barrels a year. This was despite the brewery's refusal to either advertise or offer its beer at a discount. [11] Even though Guinness owned no public houses, the company was valued at £6 million and shares were 20 times oversubscribed, with share prices rising to a 60 per cent premium on the first day of trading. [11]

The breweries pioneered several quality control efforts. The brewery hired the statistician William Sealy Gosset in 1899, who achieved lasting fame under the pseudonym "Student" for techniques developed for Guinness, particularly Student's t-distribution and the even more commonly known Student's t-test.

By 1900 the brewery was operating unparalleled welfare schemes for its 5,000 employees. [11] By 1907 the welfare schemes were costing the brewery £40,000 a year, which was one-fifth of the total wages bill. [11] The improvements were suggested and supervised by Sir John Lumsden. By 1914, Guinness was producing 2.652 million barrels of beer a year, which was more than double that of its nearest competitor Bass, and was supplying more than 10 per cent of the total UK beer market. [11]

When World War I broke out in 1914, employees at Guinness St. James Brewery were encouraged to join the British forces. Over 800 employees served in the war. This was made possible due to a number of measures put in place by Guinness: soldiers' families were paid half wages, and jobs were guaranteed upon their return. Of the 800 employees who fought, 103 did not return. [14] [15]

During World War II, the demand for Guinness among the British was one of the main reasons why the UK lifted commerce restrictions imposed in 1941 to force Ireland into supporting the allies. [16]

Before 1939, if a Guinness brewer wished to marry a Catholic, his resignation was requested. [17] According to Thomas Molloy, writing in the Irish Independent , "It had no qualms about selling drink to Catholics but it did everything it could to avoid employing them until the 1960s." [18]

Guinness thought they brewed their last porter in 1973. [12] In the 1970s, following declining sales, the decision was taken to make Guinness Extra Stout more "drinkable". The gravity was subsequently reduced, and the brand was relaunched in 1981. [19] Pale malt was used for the first time, and isomerised hop extract began to be used. [19] In 2014, two new porters were introduced: West Indies Porter and Dublin Porter. [20]

Guinness acquired the Distillers Company in 1986. [21] This led to a scandal and criminal trial concerning the artificial inflation of the Guinness share price during the takeover bid engineered by the chairman, Ernest Saunders. [22] A subsequent £5.2 million success fee paid to an American lawyer and Guinness director, Tom Ward, was the subject of the case Guinness plc v Saunders , in which the House of Lords declared that the payment had been invalid. [23]

In the 1980s, as the IRA's bombing campaign spread to London and the rest of Britain, Guinness considered scrapping the Harp as its logo. [18]

The company merged with Grand Metropolitan in 1997 to form Diageo. [24] Due to controversy over the merger, the company was maintained as a separate entity within Diageo and has retained the rights to the product and all associated trademarks of Guinness.

The Guinness Brewery Park Royal during demolition, at its peak the largest and most productive brewery in the world. Park Royal Guinness Brewery during demolition December 2005.jpg
The Guinness Brewery Park Royal during demolition, at its peak the largest and most productive brewery in the world.

The Guinness brewery in Park Royal, London closed in 2005. The production of all Guinness sold in the UK and Ireland was moved to St. James's Gate Brewery, Dublin. [25]

Guinness has also been referred to as "the black stuff". [26] Guinness had a fleet of ships, barges and yachts. [27] The Irish Sunday Independent newspaper reported on 17 June 2007 that Diageo intended to close the historic St James's Gate plant in Dublin and move to a greenfield site on the outskirts of the city. [28] This news caused some controversy when it was announced.

Initially, Diageo said that talk of a move was pure speculation but in the face of mounting speculation in the wake of the Sunday Independent article, the company confirmed that it is undertaking a "significant review of its operations". This review was largely due to the efforts of the company's ongoing drive to reduce the environmental impact of brewing at the St James's Gate plant. [29]

On 23 November 2007, an article appeared in the Evening Herald , a Dublin newspaper, stating that the Dublin City Council, in the best interests of the city of Dublin, had put forward a motion to prevent planning permission ever being granted for the development of the site, thus making it very difficult for Diageo to sell off the site for residential development.

On 9 May 2008, Diageo announced that the St James's Gate brewery will remain open and undergo renovations, but that breweries in Kilkenny and Dundalk will be closed by 2013 when a new larger brewery is opened near Dublin. The result will be a loss of roughly 250 jobs across the entire Diageo/Guinness workforce in Ireland. [30] Two days later, the Sunday Independent again reported that Diageo chiefs had met with Tánaiste Mary Coughlan, the deputy leader of the Government of Ireland, about moving operations to Ireland from the UK to benefit from its lower corporation tax rates. Several UK firms have made the move in order to pay Ireland's 12.5 per cent rate rather than the UK's 28 per cent rate. [31] Diageo released a statement to the London stock exchange denying the report. [32] Despite the merger that created Diageo plc in 1997, Guinness has retained its right to the Guinness brand and associated trademarks and thus continues to trade under the traditional Guinness name despite trading under the corporation name Diageo for a brief period in 1997.

In 2017 Diageo made their beer suitable for consumption by vegetarians and vegans by introducing a new filtration process that avoided the use of isinglass from fish bladders to filter out yeast particles. [33] [34] [35]

Composition

Guinness stout is made from water, barley, roast malt extract, hops, and brewer's yeast. A portion of the barley is roasted to give Guinness its dark colour and characteristic taste. It is pasteurised and filtered. [36]

Until the late 1950s, Guinness was still racked into wooden casks. In the late 1950s and early 1960s, Guinness ceased brewing cask-conditioned beers and developed a keg brewing system with aluminium kegs replacing the wooden casks; these were nicknamed "iron lungs". [37] Until 2016 the production of Guinness, as with many beers, involved the use of isinglass made from fish. Isinglass was used as a fining agent for settling out suspended matter in the vat. The isinglass was retained in the floor of the vat but it was possible that minute quantities might be carried over into the beer. [38] [39] [40] [41] Diageo announced in February 2018 that the use of isinglass in draught Guinness was to be discontinued and an alternative clarification agent would be used instead. This has made draught Guinness acceptable to vegans and vegetarians.

Present day Guinness

A pint of Guinness Guinness.jpg
A pint of Guinness

Arguably its biggest change to date, in 1959 Guinness began using nitrogen, which changed the fundamental texture and flavour of the Guinness of the past as nitrogen bubbles are much smaller than CO2,[ citation needed ] giving a "creamier" and "smoother" consistency over a sharper and traditional CO2 taste.[ citation needed ] This step was taken after Michael Ash—a mathematician turned brewer—discovered the mechanism to make this possible.[ citation needed ]

Nitrogen is less soluble than carbon dioxide, which allows the beer to be put under high pressure without making it fizzy.[ citation needed ] High pressure of the dissolved gas is required to enable very small bubbles to be formed by forcing the draught beer through fine holes in a plate in the tap, which causes the characteristic "surge" (the widget in cans and bottles achieves the same effect).[ citation needed ] This "widget" is a small plastic ball containing the nitrogen. The perceived smoothness of draught Guinness is due to its low level of carbon dioxide and the creaminess of the head caused by the very fine bubbles that arise from the use of nitrogen and the dispensing method described above. "Foreign Extra Stout" contains more carbon dioxide, [5] causing a more acidic taste.

Contemporary Guinness Draught and Extra Stout are weaker than they were in the 19th century, when they had an original gravity of over 1.070. Foreign Extra Stout and Special Export Stout, with ABV of 7.5% and 9% respectively, are perhaps closest to the original in character. [42]

Although Guinness may appear to be black, it is "officially" a very dark shade of ruby. [43]

The most recent change in alcohol content from the Import Stout to the Extra Stout was due to a change in distribution through North American market. Consumer complaints influenced subsequent distribution and bottle changes. [44]

Health

A Guinness advertisement states "Guinness is good for you" Duke of York, Belfast, July 2010 (01).JPG
A Guinness advertisement states "Guinness is good for you"

Studies claim that Guinness can be beneficial to the heart. Researchers found that "'antioxidant compounds' in the Guinness, similar to those found in certain fruits and vegetables, are responsible for the health benefits because they slow down the deposit of harmful cholesterol on the artery walls." [45] [46]

Guinness ran an advertising campaign in the 1920s which stemmed from market research – when people told the company that they felt good after their pint, the slogan, created by Dorothy L. Sayers [47] [48] –"Guinness is Good for You". Advertising for alcoholic drinks that implies improved physical performance or enhanced personal qualities is now prohibited in Ireland. [49] Diageo, the company that now manufactures Guinness, says: "We never make any medical claims for our drinks." [50]

Varieties

Guinness Extra Stout and Guinness Draught Guinness Extra Stout and Guinness Draught.jpg
Guinness Extra Stout and Guinness Draught
Guinness Original/Extra Stout Can GuinnessBeer.jpg
Guinness Original/Extra Stout Can

Guinness stout is available in a number of variants and strengths, which include:

In October 2005, Guinness announced the Brewhouse Series, a limited-edition collection of draught stouts available for roughly six months each. There were three beers in the series.

Despite an announcement in June 2007 that the fourth Brewhouse stout would be launched in October that year, [65] no new beer appeared and, at the end of 2007, the Brewhouse series appeared to have been quietly cancelled.

From early 2006, Guinness marketed a "surger" unit in Britain. [66] This surger device, marketed for use with cans consumed at home, is "said to activate the gases in the canned beer" by sending an "ultra-sonic pulse through the pint glass" sitting upon the device. [67] Surgers are also in use in other countries.[ citation needed ] The surger for the US market was announced in November 2007. [68]

Withdrawn Guinness variants include Guinness's Brite Lager, Guinness's Brite Ale, Guinness Light, Guinness XXX Extra Strong Stout, Guinness Cream Stout, Guinness Gold, Guinness Pilsner, Guinness Breó (a slightly citrusy wheat beer), Guinness Shandy, and Guinness Special Light. [69]

Breó (meaning 'glow' in Irish) [70] was a wheat beer; it cost around IR£5 million to develop.[ citation needed ]

A brewing byproduct of Guinness, Guinness Yeast Extract (GYE), was produced until the 1950s. In the UK, a HP Guinness Sauce was manufactured by Heinz and available as of 2013. [71] Kraft also licenses the name for its barbecue sauce product, Bull's-Eye Barbecue Sauce.

In March 2010, Guinness began test marketing Guinness Black Lager, a new black lager, in Northern Ireland and Malaysia. [72] As of September 2010, Guinness Black Lager is no longer readily available in Malaysia. In October 2010, Guinness began selling Foreign Extra Stout in 4 packs of bottles in the United States. [73]

Guinness Blonde American Lager Guinness Blonde American Lager.jpg
Guinness Blonde American Lager

In 2014, Guinness released Guinness Blonde, a lager brewed in Latrobe, Pennsylvania using a combination of Guinness yeast and American ingredients. [74] When Guinness opened their new brewery in Baltimore, Maryland in August 2018 they recreated "Blonde" to "Baltimore Blonde" by adjusting the grain mixture and adding Citra for a citrus flavour and removed the Mosaic hops. [75]

Guinness released a lager in 2015 called Hop House 13. [76] [77] It was withdrawn from sale in the UK in May 2021, following poor sales, but remains on sale in Ireland. [78]

In 2020, Guinness announced the introduction of a zero alcohol canned stout, Guinness 0.0. [79] It was withdrawn from sale almost immediately after launch, due to contamination. [80]


Pouring and serving

Before the 1960s, when Guinness adopted the current system of delivery using a nitrogen/carbon dioxide gas mixture, all beer leaving the brewery was cask-conditioned. Casks newly delivered to many small pubs were often nearly unmanageably frothy, but cellar space and rapid turnover demanded that they be put into use before they could sit for long enough to settle down. As a result, a glass would be part filled with the fresh, frothy beer, allowed to stand a minute, and then topped up with beer from a cask that had been pouring longer and had calmed down a bit. [81] With the move to nitrogen gas dispense in the 1960s, it was felt important to keep the two-stage pour ritual in order to bring better consumer acceptance of the modern nitrogen-based delivery. As Guinness has not been cask-conditioned for decades, the two-stage pour has been labelled a marketing ploy that does not actually affect the beer's taste. [82]

An example of the newly designed Guinness pint glass released in 2010. Guinness Glass 2010.jpg
An example of the newly designed Guinness pint glass released in 2010.
Guinness Pour and Serve

What Diageo calls the "perfect pint" of Draught Guinness is the product of a "double pour", which according to the company should take 119.53 seconds. [83] [84] [85] [86] Guinness has promoted this wait with advertising campaigns such as "good things come to those who wait".

The brewer recommends that draught Guinness should be served at 6 °C (42.8 °F), [87] while Extra Cold Guinness should be served at 3.5 °C (38.6 °F). [88] Before the 21st century, it was popular to serve Guinness at cellar temperature (about 13 °C) and some drinkers preferred it at room temperature (about 20 °C). [89]

According to Esquire Magazine, a pint of Guinness should be served in a slightly tulip-shaped pint glass, [90] rather than the taller European tulip or 'Nonic' glass, which contains a ridge approx 3/4 of the way up the glass. To begin the pour, the server holds the glass at a 45° angle below the tap and fills the glass 3/4 full. [90] On the way out of the tap, the beer is forced at high speed through a five-hole disc restrictor plate at the end of the tap, [90] creating friction and forcing the creation of small nitrogen bubbles [90] which form a creamy head. After allowing the initial pour to settle, the server fills the remainder of the glass until the head forms a slight dome over the top of the glass (or "just proud of the rim"). [90]

In 2010, Guinness redesigned their pint glass for the first time in a decade. The new glass was designed to be taller and narrower than the previous one and featured a bevel design. The new glasses were planned to gradually replace the old ones. [91]

Sinking bubbles

When Guinness is poured, the gas bubbles appear to travel downwards in the glass. [92] The effect is attributed to drag; bubbles that touch the walls of a glass are slowed in their travel upwards. Bubbles in the centre of the glass are, however, free to rise to the surface, and thus form a rising column of bubbles. The rising bubbles create a current by the entrainment of the surrounding fluid. As beer rises in the centre, the beer near the outside of the glass falls. This downward flow pushes the bubbles near the glass towards the bottom. Although the effect occurs in any liquid, it is particularly noticeable in any dark nitrogen stout, as the drink combines dark-coloured liquid and light-coloured bubbles. [93] [94]

A study published in 2012 revealed that the effect is due to the particular shape of the glass coupled with the small bubble size found in stout beers. [95] [96] [97] [98] [99] If the vessel widens with height, then bubbles will sink along the walls – this is the case for the standard pint glass. Conversely, in an anti-pint (i.e. if the vessel narrows with height) bubbles will rise along the walls. [100]

Culinary uses

Guinness is frequently used as an ingredient in recipes, often to add a seemingly authentic Irish element to the menus of Irish-themed pubs [101] in the United States, where it is stirred into everything from french toast to beef stew. [102]

Guinness Marmite Marmite-Guinness edition.JPG
Guinness Marmite

A popular, authentic, Irish course featuring Guinness is the "Guinness and Steak Pie". The recipe includes many common Irish herbs, as well as beef brisket, cheeses, and a can of Guinness. [103]

Advertising

The Guinness harp motif is modelled on the Trinity College Harp. It was adopted in 1862 by the incumbent proprietor, Benjamin Lee Guinness. Harps have been a symbol of Ireland at least since the reign of Henry VIII. Guinness registered their harp as a trademark shortly after the passing of the Trade Marks Registration Act of 1875. It faces right instead of left, and so can be distinguished from the Irish coat of arms. [104]

Since the 1930s, in the face of falling sales, Guinness has had a long history of marketing campaigns, from television advertisements to beer mats and posters. Before then, Guinness had almost no advertising, instead allowing word of mouth to sell the product. [105]

The most notable and recognisable series of advertisements was created by S.H. Benson's advertising, primarily drawn by the artist John Gilroy, in the 1930s and 1940s. [105] Benson created posters that included phrases such as "Guinness for Strength", "Lovely Day for a Guinness", "Guinness Makes You Strong", "My Goodness My Guinness" (or, alternatively, "My Goodness, My Christmas, It's Guinness!"), and most famously, "Guinness is Good For You". [105] The posters featured Gilroy's distinctive artwork and more often than not featured animals such as a kangaroo, ostrich, seal, lion and notably a toucan, which has become as much a symbol of Guinness as the harp. [105] (An advertisement from the 1940s ran with the following jingle: "Toucans in their nests agree/Guinness is good for you/Try some today and see/What one or toucan do.") Dorothy L. Sayers and Bobby Bevan copywriters at Benson's also worked on the campaign; a biography of Sayers notes that she created a sketch of the toucan and wrote several of the adverts in question. Guinness advertising paraphernalia, notably the pastiche booklets illustrated by Ronald Ferns, attract high prices on the collectable market. [106] [ page needed ]

Guinness slogan from the 1920s to the 1960s Bunratty Park-60-Guiness is good for you-1989-gje.jpg
Guinness slogan from the 1920s to the 1960s

Many of the best known Guinness television commercials of the 1970s and 1980s were created by British director, Len Fulford. [108]

In 1983, a conscious marketing decision was made to turn Guinness into a "cult" beer in the UK, amidst declining sales. [109] The move halted the sales decline. The Guardian described the management of the brand:

"they've spent years now building a brand that's in complete opposition to cheap lagers, session drinking and crowds of young men boozing in bars. They've worked very hard to help Guinness drinkers picture themselves as twinkly-eyed, Byronic bar-room intellectuals, sitting quietly with a pint and dreaming of poetry and impossibly lovely redheads running barefoot across the peat. You have a pint or two of Guinness with a slim volume of Yeats, not eight mates and a 19-pint bender which ends in tattoos, A&E [the ED] and herpes from a hen party." [110]

In the late 1980s and early 1990s, in the UK, there was a series of "darkly" humorous adverts, featuring actor Rutger Hauer, with the theme "Pure Genius", extolling its qualities in brewing and target market.[ citation needed ]

The 1994–1995 Anticipation campaign, featuring actor Joe McKinney dancing to "Guaglione" by Perez Prado while his pint settled, became a legend in Ireland and put the song to number one in the charts for several weeks. The advertisement was also popular in the UK where the song reached number two.[ citation needed ]

From 1999 to 2006, the Michael Power advertising character was the cornerstone of a major marketing campaign to promote Guinness products in Africa. The character, played by Cleveland Mitchell, was portrayed to have been born in Jamaica and raised in Great Britain. [111] By 2003, it became one of the best-known alcohol advertising campaigns in Africa. Jo Foster of the BBC referred to Power as "Africa's very own 'James Bond'". [112]

Advertisement in Ballyshannon, County Donegal, Ireland Ballyshannon-30-Market Str-Guinness 2a-2017-gje.jpg
Advertisement in Ballyshannon, County Donegal, Ireland

In 2000, Guinness's 1999 advertisement "Surfer" was named the best television commercial of all time, in a UK poll conducted by The Sunday Times and Channel 4. This advertisement is inspired by the famous 1980s Guinness TV and cinema ad, "Big Wave", centred on a surfer riding a wave while a bikini-clad sunbather takes photographs. The 1980s advertisement not only remained a popular iconic image in its own right; it also entered the Irish cultural memory through inspiring a well-known line in Christy Moore's song "Delirium Tremens" (1985). "Surfer" was produced by the advertising agency Abbott Mead Vickers BBDO; the advertisement can be downloaded from their website. [113]

Guinness won the 2001 Clio Award as the Advertiser of the Year, citing the work of five separate ad agencies around the world. [114]

In 2002, Guinness applied the Michael Power formula to Asia with the character Adam King. [115] The campaign featured such tag lines as: "Everyday someone, somewhere achieves something new. Sometimes on a grand, dramatic scale. Sometimes on a more personal scale." As of 2004, Guinness ranked among the top three beer labels in Singapore and Malaysia, with a 20 per cent market share across Southeast Asia. Malaysia was the brand's third-largest market in the region and the sixth largest market worldwide. [116]

In 2003, the Guinness TV campaign featuring Tom Crean won the gold Shark Award at the International Advertising Festival of Ireland, [117] while in 2005 their Irish Christmas campaign won a silver Shark. [118] This TV ad has been run every Christmas since its debut in December 2004 and features pictures of snow falling in places around Ireland, evoking the James Joyce story "The Dead", finishing at St. James's Gate Brewery with the line: "Even at the home of the black stuff they dream of a white one". [119] [120]

Their UK commercial "noitulovE", first broadcast in October 2005, was the most-awarded commercial worldwide in 2006. [121] In it, three men drink a pint of Guinness, then begin to both walk and evolve backward. Their "reverse evolution" passes through an ancient Homo sapiens , a monkey, a flying lemur, a pangolin, an ichthyosaur, and a velociraptor, until finally settling on a mud skipper drinking dirty water, which then expresses its disgust at the taste of the stuff, followed by the line: "Good Things Come To Those Who Wait". This was later modified to have different endings to advertise Guinness Extra Cold, often shown as "break bumpers" at the beginning and end of commercial breaks. The second endings show either the Homo sapiens being suddenly frozen in a block of ice, the ichthyosaurs being frozen while swimming, or the pool of muddy water freezing over as the mudskipper takes a sip, freezing his tongue to the surface.[ citation needed ]

Advertisement in Sierra Leone, 1968 Part of a 1968 advertising sheet for Guinness after they established a brewery in Sierra Leone (West Africa) (1727997539).jpg
Advertisement in Sierra Leone, 1968

Two further advertisements in 2006 and early 2007, "Hands" and "St. Patrick's Hands", were created by animator Michael Schlingmann for Abbott Mead Vickers BBDO. They feature a pair of hands, animated in stop motion under a rostrum camera. "Hands" focuses on the 119.53 seconds it takes to pour a pint, and "St. Patrick's Hands is a spoof of Riverdance , with the animated hands doing the dancing.[ citation needed ]

In 2006, Diageo, owner of the Guinness brand, replaced the Michael Power campaign with the "Guinness Greatness" campaign, which they claim emphasises the "drop of greatness" in everyone, in contrast to the high-tension heroics of the Power character. [115]

Guinness' 2007 advertisement, directed by Nicolai Fuglsig and filmed in Argentina, is entitled "Tipping Point". It involves a large-scale domino chain reaction and, with a budget of £10 million, was the most expensive advertisement by the company at that point. [122]

The 2000s also saw a series of television advertisements, entitled "Brilliant!" in which two crudely animated Guinness brewmasters would discuss the beer, particularly the ability to drink it straight from the bottle. The two would almost always react to their discoveries with the catchphrase "Brilliant!", hence the campaign's title.

In 2009, the "To Arthur" advertisement, which started with two friends realising the company's long history, hail each other by lifting up their glasses and saying: "to Arthur!". The hailing slowing spread throughout the bar to the streets outside, and finally around the world. The advertisement ends with the voiceover: "Join the worldwide celebration, of a man named Arthur". [123]

This gave rise to the event now known as Arthur's Day. "Arthur's Day is a series of events and celebrations taking place around the world to celebrate the life and legacy of Arthur Guinness and the much-loved Guinness beer which Arthur brought to the world." [124]

Starting in 2011, the Guinness brand issued a series of Ireland-wide advertisements featuring everyday Irish people as part of their "Guinness is Good For Us" campaign referencing the iconic "Guinness is Good For You" campaign of the 1920s to 1960s.[ citation needed ]

Worldwide sales

A Guinness counter mount and tap in a Johannesburg pub GuinnessTapJHB.jpg
A Guinness counter mount and tap in a Johannesburg pub

In 2006, sales of Guinness in Ireland and the United Kingdom declined 7 per cent. [125] Despite this, Guinness still accounts for more than a quarter of all beer sold in Ireland. [126] By 2015, sales were on the rise in Ireland but flat globally. [127]

Guinness began retailing in India in 2007. [128] [129]

Guinness has a significant share of the African beer market, where it has been sold since 1827. About 40 per cent of worldwide total Guinness volume is brewed and sold in Africa, with Foreign Extra Stout the most popular variant. Three of the five Guinness-owned breweries worldwide are located in Africa. [130] The Michael Power advertising campaign was a critical success for Guinness in Africa, running for nearly a decade before being replaced in 2006 with "Guinness Greatness".[ citation needed ]

The beer is brewed under licence internationally in several countries, including Nigeria, [131] [132] the Bahamas, Canada, [133] Cameroon, Kenya, Uganda, South Korea, Namibia, and Indonesia. [134] The unfermented but hopped Guinness wort extract is shipped from Dublin and blended with beer brewed locally.[ citation needed ]

In 2017 Guinness teamed up with AB InBev to distribute Guinness in mainland China. China is the single biggest worldwide alcohol market, especially for imported craft beers like Guinness. [135]

The UK is the only sovereign state to consume more Guinness than Ireland. The third-largest Guinness drinking nation is Nigeria, followed by the USA; [136] the United States consumed more than 950,000 hectolitres of Guinness in 2010. [126]

Merchandising

The Guinness Storehouse at St. James's Gate Brewery in Dublin is the most popular tourist attraction in Ireland (attracting over 1.7 million visitors in 2017) where a self-guided tour includes an account of the ingredients used to make the stout and a description of how it is made. [137] Visitors can sample the smells of each Guinness ingredient in the Tasting Rooms, which are coloured with a unique lighting design that emits Guinness's gold and black branding. [138]

The Guinness Book of Records started as a Guinness marketing giveaway, based on an idea of its then Managing Director, Sir Hugh Beaver. Its holding company, Guinness World Records Ltd, was owned by Guinness plc, subsequently Diageo, until 2001.

See also

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Stout is a dark, top-fermented beer with a number of variations, including dry stout, oatmeal stout, milk stout, and imperial stout.

Guinness Brewery Brewery in Dublin, Ireland

St. James's Gate Brewery is a brewery founded in 1759 in Dublin, Ireland, by Arthur Guinness. The company is now a part of Diageo, a company formed from the merger of Guinness and Grand Metropolitan in 1997. The main product of the brewery is Guinness Draught.

Beer in England Beer in England

Beer has been brewed in England for hundreds of years. As a beer brewing country, it is known for top fermented cask beer which finishes maturing in the cellar of the pub rather than at the brewery and is served with only natural carbonation.

Guinness Nigeria, a subsidiary of Diageo Plc of the United Kingdom, was incorporated in 1962 with the building of a brewery in Ikeja, the heart of Lagos. The brewery was the first Guinness operation outside Ireland and Great Britain. Other breweries have been opened over time: Benin City brewery in 1973 and Ogba brewery in 1963.

Harp Lager Irish lager

Harp Lager is an Irish lager created in 1959. Formerly produced at the Great Northern Brewery in Dundalk, it is now brewed in Dublin. It is a major lager brand throughout most of Northern Ireland, but is now rarely available in the Republic of Ireland.

Beer in Ireland

Brewing in Ireland has a long history. Production currently stands at over 8 million hectolitres, and approximately half the alcohol consumed is beer.

East African Breweries

East African Breweries Limited, commonly referred to as EABL, is a Kenyan-based holding company that manufactures branded beer, spirits, and non-alcoholic beverages.

Guinness Foreign Extra Stout Stout produced by the Guinness Brewery

Guinness Foreign Extra Stout (FES) is a stout produced by the Guinness Brewery, an Irish brewing company owned by Diageo, a drinks multinational. First brewed by Guinness in 1801, FES was designed for export, and is more heavily hopped than Guinness Draught and Extra Stout, which gives it a more bitter taste, and typically has a higher alcohol content. The extra hops were intended as a natural preservative for the long journeys the beer would take by ship.

Guinness Storehouse Tourist and visitor attraction, Dublin

Guinness Storehouse is a tourist attraction at St. James's Gate Brewery in Dublin, Ireland. Since opening in 2000, it has received over twenty million visitors.

Porterhouse Brewery Brewery, distillery and bar chain

The Porterhouse Brewing Company was founded in 1996 by cousins Oliver Hughes and Liam Lahart. They opened Ireland's first craft brew pub in Dublin, where the brewery is now on the outskirts, providing beers to its bars in Dublin, London and New York. Exports are made to over 20 countries.

Kilkenny (beer)

Kilkenny is a nitrogenated Irish cream ale from the makers of Guinness, which originated in Kilkenny, Ireland. The brand is managed and produced by Diageo. It is available in draught, bottles and cans. It is brewed in Ireland. Kilkenny is similar to Smithwick's Draught; however, it has less hop finish, and it has a nitrogenated cream head similar to Guinness. The 'Kilkenny' name was originally used during the 1980s and 1990s to market a stronger version of Smithwick's for the European and Canadian markets due to difficulty in pronunciation of the word 'Smithwick's'. It now refers to a similar yet distinct beer.

The Great Northern Brewery, on the Carrick Road, Dundalk, County Louth, was an Irish brewery. It was home to Harp Lager, and was formerly owned by Diageo. In 2015 the brewery closed, and production of Harp Lager and other products was moved to St. James's Gate Brewery in Dublin. The site has since been bought by John Teeling, and converted for operation as a distillery, the Great Northern Distillery.

Heineken N.V. is a Dutch brewer which owns a worldwide portfolio of over 170 beer brands, mainly pale lager, though some other beer styles are produced. The two largest brands are Heineken and Tecate; though the portfolio includes Amstel, Fosters, Sagres, Cruzcampo, Skopsko, Affligem, Żywiec, Starobrno, Zagorka, Zlatý Bažant and Birra Moretti.

Caffrey's Irish Ale is an ale launched in 1994 by Bass Brewery and currently owned by Molson Coors.

Guinness Black Lager

Guinness Black Lager is a black lager being tried in Northern Ireland and the United States by Diageo, and in Malaysia by Guinness Anchor Berhad, under its Guinness brand name. Test marketing began in March 2010.

Heineken Malaysia Berhad is a major producer of beer, stout, cider and non-alcoholic malt beverages in Malaysia and has been listed on the Main Board of Bursa Malaysia since 1965. Among the brands they produce and market are Heineken, Tiger Beer, Tiger Crystal, Guinness, Strongbow Apple Ciders, Apple Fox Cider, Anchor Smooth, Kilkenny, Anglia, and Malta. The company also imports and distributes Heineken 0.0, Paulaner and Kirin Ichiban.

Porter (beer) a dark style of beer developed in London from well-hopped beers made from brown malt

Porter is a style of beer that was developed in London, England, in the early 18th century. It was well-hopped and dark in appearance owing to the use of brown malt. The name originated from its popularity with street and river porters.

Beer in Northern Ireland has been influenced by immigration into Ulster, especially from Scotland, and the drinking habits in Ireland until the partition of Ireland. Whiskey drinking was always a tradition with Guinness from Dublin being a strong influence in the style of beer drunk in the 19th and 20th centuries. Brewing traditions almost ceased to exist as smaller breweries closed, or were taken over, and then the large breweries in turn closed down their facilities. The Campaign for Real Ale (CAMRA) was founded in 1971; however, it was 10 years before the first new brewery, Hilden Brewing, opened its doors.

Hop House 13 is an Irish lager, produced by Diageo.

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Further reading