The site was used to brew beer in the 1700s, with Guinness “bringing the site back to life”.
The new site builds on the success of the Guinness Storehouse in Dublin and the opening of Johnnie Walker Princes Street in Edinburgh in 2021; as well as the Guinness Open Gate Brewery in Baltimore, USA.
Diageo says the new investment shows confidence in London and the wider hospitality and tourism sector, noting that Guinness sales in Britain have risen 30% in the past six months, a pint out of 10 sold in the capital now being a Guinness.
The new 50,000 square foot site will create up to 150 jobs for the capital and provide community space in the Covent Garden area. The site will also become the southern UK hub of Diageo’s Learning for Life Bartending and Hospitality programme: with the ambition that over 100 students will graduate from the Guinness at Old Brewer’s Yard program each year.
The new site will include:
- A microbrewery that will produce limited edition beers and offer guests guided tours with Guinness beer specialists to taste/enjoy and learn about stout, its history and ambitions for the future.
- Event spaces and a covered central courtyard hosting events around food, drink, arts and special cultural occasions, which will be open to the local community.
- Guinness boutique selling rare items through collaborations and partnerships tailored to the London experience.
- Chance to try exciting new beers, some of which are only available at Guinness at Old Brewer’s Yard.
- Cooking and rotating events in a stunning open fire kitchen, restaurant and 360 degree glass roof space within the development.
- The site will be carbon neutral by 2030.