The quality of Guinness Black Beer is reflected in every process of brewing,hops, brewed with water and yeast.Guinness, brewed from baked barley, has a distinctive dark color and unique taste.Guinness is brewed in more than 50 countries around the world.
In 1759, a man named Arthur GuinnessIrelandDublinSt. JamesA brewery was built in Mendajie Street to produce a kind of beer with rich foam, mellow taste and dark color, which is Guinness Black Beer.
At the beginning of its establishment, Ireland had 200 breweries, of which only St. James GatestreetThere are 10, and the competition is extremely fierce.However, Guinness still stands out among many beer companies.
By 1930, every 10DublinOne man lives directly or indirectly at Guinness Brewery.
By 1833, it had become the largest brewery in the Irish beer market.
In 1886, Arthur Guinness set up a company in London.
Guinness Black Beer is brewed and produced in more than 50 countries and sold to more than 150 countries, with an annual sales volume of 1.883 billionpint(about 900 million liters).
Brand Story
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Brand Story
In 1951IrelandWaxfordshireExecutive director of Guinness BreweryHugh BeaverJazz, missed oneGolden plover, he complained that this is the worldThe fastest birdHas.However, his partner disagreed and had a dispute with him.Bifo was enraged. He wanted to find evidence to support himself from the book, but he was surprised to find that no book had ever described the speed of birds in this way.
In 1954GrouseWhether it is faster than golden plover is another debate.Sir Hugh realized that people often encounter such problems in bars. If there is a book that can provide answers to such arguments, it can not only help people find the basis for bragging, but also help people to enjoy drinking, and sell more wine. Bars will benefit immensely.So he decided to publish a record by his company“The most in the world”Books.《Guinness World Records 》Has a reputation far greater than his original workdark beerOrigin of.
Guinness World RecordsExactlyGuinnessA successful idea of the beer company, its purpose is to enhance the popularity of Guinness brand.In the course of its development for more than 200 years, Guinness Beer Company has been trying to attract people's attention to its brand, which is one of its "secret recipes" for success.[1]
Brand innovation
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Brand Challenge
Guinness
stayIrelandAnd many other places in the world, Guinness BlackBeerWith its unique charm, it has conquered countless drinkers.However, in recent years, it also facesreceive recognition only from outsidersEmbarrassed.The UK is the largest consumer of Guinness beer, and Ireland ranks second.In Ireland, the sales of Guinness Dark Beer were flat, and even dropped by 3% in the second half of 2001.The main reason is that in Ireland, Guinness, like many other old brands, is regarded by young people asantique。IrelandYoung people in their twenties and thirties may drink Heineken insteadLageretc.Low alcohol liquorOr drink hardCocktail, such asVodkaAnd“Red Bull”Cocktail made of wine.How to attract these young people has become a challenge for Guinness Beer Company.
Hop shop
Before changing the beer to a "new bottle", Guinness Beer CompanyDublinThere is a tourist center calledhopsHopstore.This is actuallyGuinnessThe exhibition hall of Guinness is mainly used to introduce the development history of Guinness Black Beer to visitors.facedomestic marketGuinness Beer Company gradually realized that it is important to show its colorful history and provide beer for millions of tourists who come to this Irish beer resort, but it is more important to plan for the future.So the company considered building a modern facility to replace hops stores.This facility should be able to inject new vitality into the old Guinness brand, so as to attract young customers who like to follow the trend.
Guinness Storehouse
This is the company's construction of Guinness Warehousestorehouse）The original intention of.GuinnessManagersIt is pointed out that the "Guinness Warehouse" should be an attractionBarAnd where the young people in the club go.Guinness Warehouse is built in a building that is almost 100 years old.This is a brick structure building, with seven floors high and magnificent style. It was originally a fermentation workshop of the company.It opened at the end of 2000.At the opening ceremony, Guinness held a large-scale campaign, invited 20 singers to perform, and arranged a series of activities for three consecutive days, attracting more than 4000 people.
The design of Guinness warehouse is traditional in appearance and modern in interior, just like a chocolate wrapped outside and filled insidecreamSugar.The exterior is brick wall, the interior is modern glass and steel structure, and the lighting isNatural lightingCombined with artificial lighting.The shape of Guinness warehouse is a little like onepintflower receptacle。At the top is the Gravity Bar, a round pub.At night, "Gravity Bar" emits charming white light, just like the foam floating on a glass of Guinness beer just poured out.The founder of the company is embedded on the floor of the "warehouse"Arthur Guinness A brewery lease signed personally by Sir.At the price of 45 pounds a year, Guinness rented the land for Guinness brewery for 9000 years.This design not only gives people a heavy sense of history, but also gives people a modern visual enjoyment, highlighting the combination of modern and traditional Guinness.
When tourists arrive, they climb up a short narrow staircase to enter the cave like central hall.After paying 10 dollars, visitors will get a piece of "crystal" - the size of a palmDiluSete resin, with a drop of Guinness stout inside.With it, people can go in to visit various exhibitions and buy a variety of gifts.After slowly rising to the top layer shaped like bubbles, the crystal becomes a ticket for drinking in the gravity bar.In the gravity bar, people can see the beauty of Dublin.After scanning the crystal, the bartender took out one of themWireAnd then send one to the touristspinticed beer And return the crystal to them as souvenirs.In the company's words, crystal is not only a ticket, but also can play a role in communicating with customers.
At night, Guinness Warehouse will hold various activities, such as award ceremony, concert, company social trade fair, fashion show and painting exhibition.These activities attracted local residents and company managers.The companysales managerClark proudly said, "We have held the art exhibition since December 2001, when as many as 600 people participated in the opening ceremony." These activities made Guinness Warehouse a community activity center.Ardil said: "Guinness Warehouse is one of the ways for the company to contact with the new generation, and also a way for young people to look at Guinness again." Guinness Warehouse also has a specially designed classroom similar to a pub, fromIrelandBarmen from all over the country can learn how to pour wine correctly here.Some genealogists even came to the Guinness warehouseArchives keepingAt, looking forDublinInformation about ancestors who lived.Guinness is likeDublinersFor more than 200 years, many Dubliners have worked in the company.
The person responsible for designing the Guinness warehouse isLondonImage Ltd.Ralph Ardier, marketing and strategic planning manager of the company, said, "Guinness is a strong social catalyst. Guinness warehouse is likeIrelandLike the old tavern, let people get together and share stories together. "When designing Guinness Warehouse, Image Design Company tried to make Guinness Warehouse reappearOld tavernCharm: Let a lot of people who don't know each other get together to know and understand each other.Aldir said: "This is not the company cathedral where people worship Guinness, but a place where tourists, local residents and Guinness new employees who are training in Ireland can get to know each other." Today, Guinness Warehouse has become a tourist attraction with the most tourists in Ireland.In its first year of operation, it attracted 570000 people and received another 450000 people to participate in various activities and trainings.In the past, hops stores received 470000 tourists every year.After the Guinness warehouse was built, hops shops were soldMIT Media LabAs its European research center.
Despite its initial success, Guinness Beer Company was not satisfied.The company is working with the "Image Design" company to intensify research in this area."Guinness Warehouse will bring consumers and employees together and open a door for communication," said Altier[2]
