Diageo shifts Guinness production to historic Dublin site

Diageo shifts Guinness production to historic Dublin site

LONDON - British Guinness drinkers who claim that the black stuff does not taste quite the same when it is brewed outside of Ireland will soon have to find something else to complain about as Diageo shifts production to Dublin.

Guinness stout for the British market will come from the historic St James's Gate brewery in Dublin after Diageo closes London's Park Royal brewery in summer 2005, with the loss of 90 jobs.

However, the company said that it would not be using the "now brewed in Ireland" angle to help market Guinness in the UK.

Paul Flanagan, PR manager for Diageo GB, acknowledged that there was a long running debate among Guinness drinkers about the way it tastes in the 50 different markets in which it is brewed.

But he said wherever Diageo brews Guinness it aims for the same high standards. "From a quality point of view, Guinness is the same all around the world."

Diageo said that the decision had been made because of excess brewing capacity. The drinks giant added that the move to Ireland would also to get the business into the best shape to support the long-term growth of the brand.

Gerry O'Hagan, supply director at Diageo UK & Ireland, said: "We know that it will take only a limited additional investment to build the already substantial capacity of St James's Gate to the level where it can supply the GB market with the draught Guinness currently supplied from Park Royal."

Diageo will maintain its Park Royal site, which is home to 1,000 people in sales and marketing as well as other staff from Diageo GB and related Diageo businesses.

Guinness has been brewed at the St James's Gate site since 1759.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free