How to brew Guinness

The quality of Guinness is reflected in every process of brewing.

Historical evolution:

In 1759, a man named Arthur Guinness built a brewery on St. James Gate Street in Dublin, Ireland, to produce a foamy, A beer with a full-bodied taste and a dark color, this is Guinness. By 1833, it had grown into the largest distillery in Ireland. In 1886, Arthur Guinness established a company in London. By the 1930s, Guinness had two breweries in the UK producing stout. Slogans such as "Guinness is good for your health," "Guinness is good for you," and "Oh my God! My Guinness!" can be seen everywhere. In small bars called Pops that can be found everywhere in urban and rural areas, only Guinness beer is sold. Whenever night falls, people gather in such pubs, with a glass of "Guinness" in hand, talking about what is the world's largest and what is the world's fastest... But except for Bodie, Sussex County Guinness doesn't actually own any pubs outside the Castle Hotel at Em Hop Vine Farm, so the company has been exploring development plans.

Another story: Guinness is also the origin of the Guinness World Records.

In 1951, at a hunting party in County Wexford, Ireland, the British Guinness Sir Hugh Beaver, executive director of the beer company, failed to hit a golden plover and complained that it was the fastest flying bird in the world. But his companion disagreed and had a dispute with him. Beaver was irritated. He wanted to find arguments to support himself from the book, but he was surprised to find that no book had such a detailed description of the speed of birds. In 1954, there was another debate over whether grouse were faster than golden plovers. Sir Hugh realized that people often encounter such problems in pubs. If there is a book that can provide answers to such arguments, it will not only help people find the basis for bragging, but also help people get drunk and sell more of wine, the bar will benefit immensely. So, he decided to have his company publish a book recording this "world's best". Owner

Chris Chataway was a record-breaking athlete working as a junior brewer at Guinness Park Royal Distillery in London. He recommended the right people to write the book - twin brothers Norris and Ross McWhirter, whom he had met at sports and had been sprinters at Oxford University. The McWhorter brothers were running a data collection station in Fleet Street. The McWhorter brothers were born in August 1925 and have loved collecting all kinds of strange things since they were young. The cooperation between the two of them often makes experienced reporters dumbfounded. A reporter said: "Their minds are interconnected, almost like a transistor computer. They can speak in a code that only they understand. If one person forgets something, the other can definitely find it." September 1954 On March 12, Beaver met with the twin brothers, hoping that their statistical agency in London could help him compile the book "Guinness World Records." As a result, a dedicated team was established at 107 Fleet Street, London, and began intense writing work.

On August 27, 1955, the printing plant completed the binding of the first "Guinness Book of World Records". This 198-page booklet topped the bestseller list in the UK before Christmas that year because no other company could collect, certify and provide such rich and authoritative information on world records. This book has 12 projects, including sports, science, business, architecture, nature, etc., of which 1/4 is about sports. Unexpectedly, this "Guinness Book of World Records" spread like wildfire, and its reputation goes far beyond Guinness. The following year, the first American-language edition was published, followed shortly by French, German, and Japanese editions.

"Guinness World Records" relies on curiosity to win, which caters to the tastes of Western readers and has formed a "Guinness movement". There are many people abroad who are doing everything possible to create all kinds of bizarre records to get their names included in the book. The book itself ranks among the best in the world.

The most stolen book from a British library is the Guinness Book of World Records.

The English version of "Guinness World Records" is now published in more than 70 countries, and there are 22 non-English versions. Currently, cumulative global sales exceed 95 million copies.

The reputation of "Guinness World Records" is far greater than its original origin as a stout

Guinness World Records is just a result of the brand marketing creativity of the Irish Guinness Beer Company . Paying attention to brand marketing and constantly injecting new vitality into the brand is the secret recipe of the company's success

Challenges of old brands In 1759, a man named Arthur Guinness built a brand on St. James Gate Street in Dublin, Ireland. A brewery that produces a beer with rich foam, mellow taste and dark color. This is Guinness.

At the beginning of its establishment, there were 200 breweries in Ireland, including 10 on St. James Gate Street alone, and competition was extremely fierce. However, Guinness stands out from the crowd. By 1833, it had become the dominant company in the Irish beer market. By 1930, one in 10 Dublin men relied directly or indirectly on the Guinness Brewery for their livelihood. Currently, Guinness is brewed and produced in more than 50 countries and sold to more than 150 countries, with annual sales of 1.883 billion pints (approximately more than 900 million liters).

Chinese people may not be familiar with Guinness, but almost everyone knows about Guinness World Records. In fact, Guinness World Records is a successful idea of ??the Guinness Beer Company, and its purpose is to enhance the popularity of the Guinness brand. In the course of more than 200 years of development, the Guinness Brewery Company has continuously managed to attract people's attention to its brand, which is one of the "secret recipes" of its success.

In Ireland and many other places around the world, Guinness has conquered countless drinkers with its unique charm. However, in recent years, it has also faced the embarrassment of having flowers blossom inside its walls and fragrance outside its walls. The UK is the largest consumer of Guinness beer, with Ireland in second place. In Ireland, Guinness sales were mediocre and even dropped by 3% in the second half of 2001. The reason is mainly because in Ireland, Guinness, like many other old brands, is regarded by young people as an antique. Young people in Ireland in their 20s and 30s are either switching to low-alcohol alcoholic drinks such as Heineken lager, or drinking stronger cocktails, such as those made with vodka and Red Bull. How to attract these young people has become a challenge for Guinness.

Previously, the Guinness Brewery Company had a visitor center in Dublin called the Hopstore. This is actually the exhibition hall of the Guinness Company, which is mainly used to introduce the development history of Guinness Stout to tourists who come here. Facing the sales situation in the domestic market, Guinness Beer Company gradually realized that it was more important to show its colorful products. So the company considered building a modern facility to replace the hops store. The facility was designed to breathe new life into the ancient Guinness brand and attract trend-seeking young customers.

This is the original intention of the company to build the "Guinness storehouse". Guinness managers pointed out that the "Guinness Warehouse" should become a place to attract young people who like to go to bars and clubs. The Guinness Storehouse is housed in a building that is almost 100 years old. This is a brick structure, seven stories high and quite grand in style. It was originally a fermentation workshop of the company. It opened in late 2000. At the opening ceremony, Guinness held a large-scale campaign, invited 20 singers to perform, and arranged a series of activities for three days, attracting more than 4,000 people.

The design of the Guinness Warehouse is traditional on the outside and modern on the inside, like a candy wrapped in chocolate and filled with cream. The exterior is a brick wall, the interior is a modern glass and steel structure, and the lighting uses a combination of natural lighting and artificial light. The Guinness Storehouse is shaped a bit like a pint glass.

At the top is the circular pub "Gravity Bar". At night, the Gravity Bar glows with a mesmerizing white light, like the foam on top of a freshly poured Guinness. Embedded in the floor of the “warehouse” is a lease of the brewery land personally signed by the company’s founder, Sir Arthur Guinness. At that time, Guinness leased the Guinness Company's brewery land at a price of 45 pounds per year for a period of 9,000 years. This design can not only give people a strong sense of history, but also give people a modern visual enjoyment, highlighting the combination of modernity and tradition in Guinness.

After visitors arrive, they first climb a short flight of narrow stairs and enter the cave-like atrium. For $10, visitors receive a "crystal" - a palm-sized piece of Lucet resin with a drop of Guinness inside. With it, people can go in to visit various exhibitions and buy a wide range of gifts sold inside. After slowly rising to the top, which is shaped like a bubble, the crystal becomes your ticket to drink at the Gravity Bar. At Gravity Bar, people can have a panoramic view of Dublin city. The bartender scans the crystal, removes a piece of wire, offers the visitor a pint of cold beer, and returns the crystal to them as a souvenir. In the company's parlance, the crystals are not just tickets but also serve as a means of communication with customers.

After nightfall, the Guinness Warehouse will host various activities, such as award ceremonies, concerts, company social gatherings, fashion shows, and art exhibitions. These events attract local residents and company managers. Clark, the company's sales manager, said proudly: "We started holding art exhibitions in December 2001, and as many as 600 people attended the opening ceremony." These activities have made the Guinness Warehouse a community activity center. "The Guinness Warehouse is one of the ways for the company to engage with a new generation and to get young people to look at Guinness again," Aldier said. The Guinness Warehouse also has specially designed pub-like classrooms with students from all over Ireland. bartenders can learn how to pour drinks correctly here. There are even genealogy researchers who come to the Guinness Storehouse to look up information about their ancestors who lived in Dublin. Guinness is like a small archive of Dubliners, as many Dubliners have worked for the company over more than 200 years.

Innovation without Limits The person responsible for designing the Guinness Warehouse is London-based Imagination Ltd. Ralph Aldier, marketing and strategic planning manager for the company, said: “Guinness is a strong social catalyst. The Guinness Warehouse is about bringing people together like an old Irish tavern, *** "Share stories together." When designing the Guinness Warehouse, the "Image Design" company worked hard to make the Guinness Warehouse regain the charm of the old pub: allowing many people who don't know each other to get together and get to know each other. "This is not a corporate cathedral for people to worship Guinness, but a place where tourists visiting Ireland, local residents and new Guinness employees undergoing training can get to know each other," Aldier said. Today, the Guinness warehouse has It has become Ireland's most visited tourist destination. In its first year of operation, it attracted 570,000 people and hosted another 450,000 people for various activities and training. The former hop shop received 470,000 visitors per year. After the Guinness Warehouse was built, the Hop Store was sold to the MIT Media Lab to serve as its European research center.

Despite its initial success, Guinness was not satisfied. The company is working with the "Image Design" company to step up research in this area. Aldier said: "The Guinness Warehouse will bring consumers and employees together and open a door to communication."

A large Irish family built a specialized store in Dublin in 1759. A factory that produces dark beer. The Japanese products produced by this factory have a mellow Japanese taste. Rich foam. The nutritious dark beer is called Guinness.

Pubs called Pops can be found everywhere in urban and rural areas of Ireland. Whenever night falls, people gather in such pubs, with a glass of Guinness in hand, talking about what is the world's largest, what is the world's fastest...

The savvy brewer then compiled a set of Guinness World Records, which not only helped people find a basis for bragging, but also boosted the excitement of drinking so that they could sell more wine. Unexpectedly, this "Guinness Book of World Records" spread like wildfire, and its reputation has far exceeded that of Guinness.