Beyond the brew

The wait is finally over. After years of anticipation, the doors to the Guinness Open Gate Brewery London swing open this week, marking a massive, transformative chapter for the iconic Irish stout in the UK.

Forget everything you think you know about a brewery tour. Diageo has spent a whopping £73 million transforming the historic Old Brewer’s Yard in Covent Garden into a 54,000-square-foot mega-destination that is far more than just a place to grab a pint — it is officially Guinness’s “home in the UK.”

The microbrewery
If you were expecting to see the classic “black stuff” being brewed, think again! The world-famous Guinness Draught will still be brewed in Dublin, but the London facility is dedicated entirely to innovation.

At the heart of the venue is a working microbrewery run by master Brewer Hollie Stephenson. This is where the magic gets experimental. Visitors can sample an ever-changing rotation of limited-edition craft brews, seasonal specials, and entirely new creations, including lagers, IPAs, and non-stout varieties. It’s the perfect place to see how a 260-year-old brand keeps looking forward.

Food is the new black stuff
This isn’t just about beer; it’s about gastronomy. Guinness has brought in acclaimed chef Pip Lacey (of Michelin-starred Murano and Hicce fame) to oversee the dining experience:

Gilroy’s Loft: named after the legendary Guinness ad artist, this rooftop spot features a horseshoe bar, serving British coastal fare like line-caught fish and native oysters—the famous perfect pairing for a pint — all enjoyed with skyline views of Covent Garden.

The Porter’s Table: focused on British land-based menus, this restaurant celebrates locally sourced produce and comforting, hearty plates.

The Courtyard & Pies: for a more casual setting, the Old Brewer’s Yard courtyard bar offers a lively atmosphere and, most importantly, handmade pies from the ‘King of Pies,’ chef Calum Franklin.

Immersive experiences
The new space blends history with high-tech flair:

Step Into The Pint: an incredible 360-degree immersive digital experience that guides you through Guinness’s rich heritage in London.

Pour Your Own: enthusiasts can take a guided tour, enjoy a tasting session, and even try their hand at perfecting the famous two-part pour in the exclusive 232 Bar.

Retail Therapy: the venue boasts two retail stores, including Guinness Good Things on Neal Street, which will host limited-edition collaborations in art, fashion, and lifestyle.

Why London? Why now?
Now, I’ve been jokey in my approach, however the timing of this £73 million investment shouldn’t take away from how strategic this move is. And hats off to Guinness. It has surged in popularity, becoming the UK’s number one beer in 2022. By establishing this world-class destination in Covent Garden, Diageo is creating a dynamic cultural and community hub that will deepen consumer engagement and capitalise on the massive London tourist market.

It’s a celebratory space, creating 250 jobs and even serving as a training hub for hospitality workers. As the brand itself puts it: “Good things really are coming.”

• Rodney Jack, editor, Food & Drink Technology. Keep in touch via email: [email protected] Twitter: @foodanddrinktec or LinkedIn: Food & Drink Technology magazine.