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Guinness to open its first American brewery in 64 years
http://money.cnn.com/2018/06/28/news/companies/guinness-brewery-baltimore/index.html
Guinness is opening a brewery in the US for the first time in more than 60 years, hoping to drum up sales and woo younger consumers.
Guinness, owned by Diageo (DEO), will open the $80 million brewery near Baltimore on August 3. It will be the first Guinness brewery in the US since 1954, featuring a 270-seat restaurant and a tap room in a former distillery, according to the company.
"The USA is probably the most dynamic and exciting beer market in the world right now, and, put simply, we'd like to be closer to the action," said Guinness on its web site. "Having a brewery in the USA will help us understand and respond to trends more quickly, as well as brew smaller batches and get them to market faster."
Guinness, established in Dublin in 1759, is an Irish brewer known for its dark-hued stout. But sales have stagnated in the US in recent years as craft beers from smaller breweries have become more popular. In addition to its famous stout, the new Guinness brewery is offering India Pale Ale as well as wheat beers, lagers and more experimental brews with names like Guava Wit and Cherry Stout.
Robert Edward Ottenstein, a beverage industry analyst for Evercore ISI, said this is Guinness' way of reaching out to younger people who might not even be aware of the iconic Irish brand.
"This is all about brand building. This is a way to make it relevant to the so-called millennials," Ottenstein said.
He said it's a necessary move for Guinness because establishing brands has never been tougher. "Consumers are very skeptical," he said.
Guinness is opening a brewery in the US for the first time in more than 60 years, hoping to drum up sales and woo younger consumers.
Guinness, owned by Diageo (DEO), will open the $80 million brewery near Baltimore on August 3. It will be the first Guinness brewery in the US since 1954, featuring a 270-seat restaurant and a tap room in a former distillery, according to the company.
"The USA is probably the most dynamic and exciting beer market in the world right now, and, put simply, we'd like to be closer to the action," said Guinness on its web site. "Having a brewery in the USA will help us understand and respond to trends more quickly, as well as brew smaller batches and get them to market faster."
Guinness, established in Dublin in 1759, is an Irish brewer known for its dark-hued stout. But sales have stagnated in the US in recent years as craft beers from smaller breweries have become more popular. In addition to its famous stout, the new Guinness brewery is offering India Pale Ale as well as wheat beers, lagers and more experimental brews with names like Guava Wit and Cherry Stout.
Robert Edward Ottenstein, a beverage industry analyst for Evercore ISI, said this is Guinness' way of reaching out to younger people who might not even be aware of the iconic Irish brand.
"This is all about brand building. This is a way to make it relevant to the so-called millennials," Ottenstein said.
He said it's a necessary move for Guinness because establishing brands has never been tougher. "Consumers are very skeptical," he said.
Baltimore!
3 replies
= new reply since forum marked as read
= new reply since forum marked as read
It's really close to BWI airport, so I imagine that there will be a number of travelers who will visit there as well.
I'm not a beer drinker, but my brother, son, and several nieces and nephews are VERY excited 
Tim
and don't expect much success from their experimental flavors. 
It's always good to have a local brewery to visit. And freshly brewed beer is delightful.