Diageo and Aer Rianta International (ARI) have announced a new and exciting partnership with the launch of the world’s first Guinness Export House at The Loop, Terminal 2, Dublin Airport. This state-of-the-art concept is the first of its kind for the Guinness brand and aims to deliver a new innovative retail solution to the travel retail sector. Custom designed from conception to completion, the Export house will offer the globally mobile consumer a unique opportunity to experience the world of Guinness.
Created by the London-based experiential agency and retail experts, Hot Pickle, visitors to the Guinness Export House will be invited to sign up for a three beer tasting experience lasting approximately 20 minutes. In the expert hands of a Guinness Beer Ambassador, the tasting experience will focus on a range of Guinness beers and offer consumers a unique insight into the extraordinary world of Guinness. Hot Pickle has worked closely with Diageo and Aer Riante International to originate an experience that will engage and delight the customer. Every element, every touch point focused on showcasing Guinness’ exceptional brewing credentials.
Gavin Krenski, Guinness Global Content Creation & Innovation Director, said: “The Guinness Export House represents a unique opportunity to tell the Guinness story through taste and experience. 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.”
Rupert Pick, co-Founder of Hot Pickle, added: “This project has been one of those rare collaborative projects where we have been involved at every stage of the process. From helping to define the retail strategy and customer experience through to designing the environment, developing the brand identity, creating the product packaging and even delivering all spoken and screen content for the tasting experience. It was a challenging brief but we are proud to have delivered a unique, interactive experience for Guinness in one of Dublin Airport’s prime locations.”