""I think there's still significant upside growth opportunity for us. "For example, in sport, the highest market shares you see for Guinness in this market is around the timing of the Six Nations. "Now we are only just getting started on that journey with the Premier League and opens us up to a sport which takes place for the best part of 40 weeks rather than something condensed into a couple months.""
""Selecting London as a location was an obvious choice as Great Britain is our biggest market for Guinness. "A lot of our visitors to the Guinness Storehouse also come from the UK so there are natural synergies there.""
Guinness will open a £73 million Open Gate Brewery in Covent Garden, London on 11 December. The 54,000 ft venue will create 250 jobs, host two restaurants, offer tastings and run guided tours. Guinness stout will continue to be produced in Dublin while four permanent beers will be brewed at the Covent Garden site. The company anticipates further growth in the UK market via sport partnerships, noting peak market share during the Six Nations and plans to expand engagement with the Premier League across a longer season. The brewery project required at least six years to develop; London was chosen because Great Britain is the largest market and Storehouse visitor overlap provides synergies.
Read at London Business News | Londonlovesbusiness.com
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