Arthur Guinness leased a small brewery at St.
James’s Gate, Dublin, for a period of 9000
years. His business began by brewing Dublin Ale
which had problems as a product in that it had
to be served up to the customer as a blend from
several different barrels.
Seeing the advantages of a new kind of beer named
‘entire’, or ‘porter’
which could be served from a single barrel, Arthur
decided to try brewing it and thus made the first
of the vital business moves which were to secure
him and his product a place in history.
Guinness ‘porter’ was an outstanding
success and within ten years, St. James’s Gate
was on it’s a way to becoming the greatest
stout brewery of all time. By 1815, sales of Guinness
had increased threefold and the brew was known all
over the world.
In 1822, Arthur’s son (also Arthur) introduced
a new business idea which was to change Guinness
and the world. He laid down the exact specifications
for brewing of ‘Extra Superior Porter’
- a stronger, ‘lasting’ beer, brewed
only with the very best of materials, using more
hops than usual, and with the new dimension of consistency.
This development, which pioneered the ground - breaking
concept of ‘branding’, initiated a rapid
expansion of the business to international status.
By 1870, the brewery had become the largest in the
world, producing almost 2 million hogsheads (Large
barrel Holding 2.38 hls) of Guinness a year.
Parallel to Guinness’s breakthroughs in product
developments ran its no less important advances in
marketing and advertising techniques. It was the
first product to exploit true “image”
advertising to its limits and became the ultimate
Almost 200 years later, Guinness is available in
130 countries and the famous brand name is recognized
by millions as a guarantee of the highest quality
and purity. A remarkable achievement!
St. James’s Gate Brewery, Dublin, Mecca of
Guinness worldwide and the fountainhead of Arthur’s
famous dark brew is the world's largest stout brewery.
More than 40 percent of the output it exported to
overseas markets: the equivalent of over 300 million
pints annually or almost a million a day. Remember
the lease on this property does not expire until
31st December 10,759!
In today’s intensely competitive and fast-moving
world of brewing the ethic which continues to inspire
the great brewery is the proven legacy of Arthur
Guinness himself-the flexibility to change, o compromise
on quality, and forward-looking entrepreneurship.
AND HERE IS WHERE IT ALL BEGAN
Arthur had the foresight to cease brewing ale
and concentrate on what mattered most, the
perfection of his black porter and stout and
the development of distribution networks throughout
the British Isle and beyond.
Over the centuries the age of steam gave away
to electricity, wooden casks changed places
with metal kegs, horse drays yielded to motor
lorries, barges to road tankers.
Today in order to meet the burgeoning demand
for more and more creamy pints of Guinness,
St. James’s Gate, through the recent
investment of IRE200 million, has become one
of the world’s most technologically advance
breweries, having the flexibility to brew virtually
anything to the highest international standards.
Indeed, as a result of St. James’s Gate
strong reputation for international innovation,
it was natural that the Research Centre for
Guinness Brewing Worldwide should be located
in Dublin. Here all research into raw materials,
brewing, micro biology, new product development,
flavor research and analytical methods for
Guinness Brewing Worldwide is carried out.
Along with the technology came the new scientific
breed of brewers, and the skills of brewing
chemists, administrators and engineers were
harnessed for the first time.
THE LARGEST BREWERY IN THE WORLD
Those were days of iron, brass and copper,
when men wandered among great machines
and wondered at their power. Links were
forged with Spence's Cork Street foundry,
which installed much of the motive power
in the new brewery.
In the latter half of the nineteenth century
the Guinness brewery became a city within
the city of Dublin itself. The size of
the property doubled in 1873. The company
went public in 1886 inviting investors
from all walks of life.
A new beerhouse followed; next came a cooperage,
a racking shed, a maltings, and internal
railway system, new vathouses and a storehouse
for fermenting vessels. A quarter of a
million wooden barrels once stood in the
cooperage yard at St. James’s Gate,
and each and every one of them was handmade
and mended by Guinness’s own coopers.
St. James’s Gate now has sister breweries
in five countries: Britain, Nigeria, Malaysia,
Cameroun, and Ghana. Guinness is also brewed
under license in the same time-honored
way in a score of other locations, and
so today you will find it in no fewer than
150 countries and new markets are being
opened up regularly. In fact almost ten
million glasses of Guinness are produced
around the world every day.
St. James's Gate Brewery
thanks to Alf France,
Guinness Development Manager, U.S.A.
and the team from St. James's Gate Brewery.
Dublin Square would never be here
without your tender love and care.
\ Gura-My-Ugut \