Inside London's Celeb-Approved Microbrewery

True, we've often repeated that Gen Z doesn't like to drink alcohol and hard liquor, but that doesn't mean there aren't exceptions. An example? The incredible success that Guinness beer has had this past year. Demand was so high that, at the end of last year, the company Diageo (producer of the famous Irish beer) had to ration deliveries to pubs to manage the surge in demand. What is all this popularity due to? To social networks, of course. Viral challenges, such as "Split the G" (the trend where drinkers try to take a sip so that the line between dark beer and foam lines up perfectly in the center of the "G" of the Guinness logo on the glass), have attracted the attention of younger audiences. And then there was the celebrity push: Kim Kardashian, Olivia Rodrigo, and other well-known faces made their contribution by sharing photos and videos with a pint of Guinness in hand, making it even cooler. Result? Demand has skyrocketed, especially among Gen Z and women, two segments that traditionally weren't big consumers of Irish stout.

The Brewery Dedicated to Guinness Arrives in London. 

Good news for Guinness lovers (or for those who have just discovered it): according to the latest rumors from The Grocer, in 2025, the Guinness at Old Brewer's Yard will finally open in Covent Garden, in the heart of London. With an investment of £73 million, the project will include a microbrewery dedicated to the production of limited-edition beers, where visitors can take part in tours guided by experts to discover the history and production process of the famous stout. The complex will also serve as a creative hub, hosting event spaces, an open-fire kitchen, a restaurant and a panoramic terrace with 360-degree views of London. There will also be a Guinness store, where you can find rare items and exclusive collaborations related to the London experience. The opening was initially scheduled for autumn 2023, but was postponed to 2025 due to the difficulties of finding a contractor. Finally, once completed, the microbrewery will also be a training center for Diageo's “Learning for Life” program, which will aim to graduate more than 100 London students in the hospitality sector every year.

The History of Guinness Beer

Characterised by its unmistakable dark colour and creamy foam, the story of Guinness began in 1759, when Arthur Guinness, at 34, signed a 9,000-year lease for an abandoned brewery in St. James's Gate, Dublin, at 45 pounds a year. At first, he dedicated himself only to the production of ale beers, but it was during the 1870s that he began experimenting with a new type of English beer, the porter. The success was such that, in 1799, he decided to completely abandon the ale to focus only on the porter. The international debut came in 1796, when the first Guinness barrels crossed the sea and reached England, officially kicking off the brand's expansion. For the label with its three iconic symbols (the signature of Arthur Guinness, the name of the company, the harp, and the symbol of Ireland), it will be necessary to wait a century. A small curiosity: when the Republic of Ireland adopted the harp as its national emblem in 1922, it had to reverse its orientation so as not to be confused with the Guinness brand.

Read the original article in ELLE Gourmet ITALY