FDBusiness.com

Diageo and The Loop have launched the world’s first GUINNESS EXPORT HOUSE at Terminal 2 in Dublin Airport. This state-of-the-art concept is the first of its kind for the Guinness brand and aims to deliver a new innovative retail solution to the travel retail sector. Custom designed from conception to completion by Diageo and The Loop, the GUINNESS EXPORT HOUSE will offer the globally mobile consumer a unique opportunity to experience the world of GUINNESS.

The GUINNESS EXPORT HOUSE, which represents a substantial investment by Diageo, invites consumers to immerse themselves in the Guinness culture and partake in a unique in-store tasting experience. In the expert hands of a Guinness beer specialist, the tasting experience offers consumers a unique opportunity to sample the craft, quality and distinctiveness of specialty beers.

The Loop at Dublin Airport and Guinness are two brands synonymous with the city of Dublin. Many of the 27.9 million passengers who annually travel through Dublin Airport have enjoyed visiting the home of Guinness and this partnership aims to transport elements of the St. James’s Gate experience to Dublin Airport, which is Ireland’s global gateway.

The launch marks another global travel retail exclusive for daa’s retail business ARI, which runs The Loop. ARI is committed to leading the way in innovation in the travel retail industry and while the GUINNESS EXPORT HOUSE is only currently in Dublin Airport, there is potential for a future roll-out of the concept across ARI’s growing global retail portfolio, which spans nine countries.

“The GUINNESS EXPORT HOUSE represents a unique opportunity to tell the Guinness story through taste and experience,” explains Gavin Krenski, GUINNESS Global Content Creation & Innovation Director. “With the potential to roll out globally in partnership with ARI, it’s a big bold concept for a pioneering, ambitious brewer with a continuing thirst for discovery. And what better place to launch the inaugural GUINNESS EXPORT HOUSE – than the home of Guinness, Dublin.”

Jack MacGowan, Chief Executive for ARI, says: “The Loop is delighted to partner with Diageo to open the world’s first GUINNESS EXPORT HOUSE.  Guinness is synonymous with Dublin and it’s now going to be synonymous with The Loop, at Dublin Airport. Diageo shares our commitment to providing customers with memorable brand experiences in a luxury setting. They also understand that today’s savvy consumers are not content with just grabbing a bottle off a shelf, they want to learn more about a brand and experience it first-hand before buying it. And I’m really impressed that The GUINNESS EXPORT HOUSE manages to tick all the boxes. It also succeeds in creating that often elusive sense of place in a busy international airport and is the perfect showcase to entice passengers to savour some Guinness beers in a fun interactive environment.”

To make the airport shopping experience as seamless as possible, The Loop offers its free Click and Collect  and Shop and Collect services.