Guinness has held a unique place in the beer industry for many years. Guinness was able to counter fizzy yellow lagers with craft beer.
Guinness, a substantial Irish brand, was not allowed into craft beer club. So they adopted a new strategy. If you can’t beat them, join them. Guinness opened its American brewery and taproom in Baltimore in 2018 to “combine over 260 years’ of Irish beer experience with American beer creativity.” Guinness Draft, an Irish classic, is still made in Ireland and exported. However, the brewery now focuses on American beers like Guinness Blonde.
The website of Baltimore brewery states that the USA is “probably the most exciting and dynamic beer market in the globe right now” It gives us a chance to welcome Guinness lovers old and new to the first Guinness brewery in America for over 63 years.”
This strategy worked as Guinness announced a second American taproom opening in Chicago.
The facility is expected to open in 2023, hopefully by time for St. The 15,000-square foot facility is scheduled to open by 2023 (hopefully in time for St. Patrick’s Day). The Chicago brewery will have a 10-barrel system. This contrasts with the Baltimore location, which can produce beers for regional distribution.
Jay Sethi, a chief market officer at Diageo Beer Co., said that “This isn’t trying to become a neighborhood pub.” We recognize that we are a significant and international beer. We want to create an environment reminiscent of Guinness, with the best of local food and beer.
Sethi also mentioned that Chicago is Guinness’s second-largest market, which makes it an ideal spot to open its next store. Sethi said, “We were able to succeed in Baltimore, and we decided that this was something we wanted to do more of.” “Chicago will be our next big investment.”
