New Guinness Brewery Faces Backlash: Critics Warn of Rising Beer Prices and 'Fancy-Fronted' Flair

Irish bars and event spaces are concerned that the cost of Guinness might rise following the announcement from the brewer about launching a new brewery-themed bar in the heart of the city. London .

Diageo, the owner of Guinness, is investing £73 million in a restaurant and brewery bar at Old Brewer’s Yard in Covent Garden.

The Open Gate brewery will serve as the drinks The giant's fourth such initiative will serve as its premier location for Guinness, often called the 'blackstuff', in London.

The facility, which comprises a brewery though won’t produce Guinness, anticipates drawing around 500,000 visitors within its inaugural year.

It will feature Guinness merchandise for purchase and aims to capitalize on the beverage’s fame as an emblem of the Emerald Isle when it launches later this year.

But the move exemplifies the change from Guinness as a staple for pub goers in the capital to an ‘expensive luxury’, according to some venues in the capital.

Kilburn and nearby areas like Willesden boast substantial Irish populations clustered along Kilburn High Road. Here, Guinness remains a familiar favorite, offering a slice of homeland.

Margaret Conway, who runs the bar at the Mazenod Irish social club in Kilburn, north west London told travelcheapwithoutmissingout : ‘Guinness was always the go to drink for working people.

'It holds tradition and carries significant value for many folks. Be it a diligent worker enjoying a drink post-work or an elderly individual stopping by for a half-pint and conversation along with good company—it’s deeply embedded within the tapestry of the Irish community.'

'However, things are shifting and getting significantly pricier. It’s somewhat less costly here due to being a social club, whereas pub prices are outrageous.'

‘The plan to set up a posh brewery bar in central London sums it up. The tradition is being lost and it’s such a shame. It is no longer the drink it was.

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'It remains quite trendy; a couple of months back, there was a scarcity and everyone was buzzing about it. When we restocked, it felt like children in a candy store. However, due to the price, it has become unaffordable for many folks. Now, it’s turning into something only a select few can enjoy.'

Despite Guinness costing over £6 per pint at numerous Central London pubs, the pricing schedule for the upcoming brewery bar has not been finalized yet.

The bar at Covent Garden will span an area of 54,000 square feet and can accommodate 350 individuals. It will feature a microbrewery capable of producing up to 14 different limited-edition craft beers.

Diageo claims that up to 350 jobs could be generated as they aim to launch it by Christmas.

Jenny Conway, who served as a bartender at Tony’s Irish pub in Willesden for two decades, expressed her opinion that Guinness was getting overly pretentious and gimmicky with their new venture in launching a flagship store. However, she noted that customers continued to enjoy numerous pints of the beverage.

She mentioned that even though young people are consuming less alcohol nowadays, they are rapidly emerging as the main consumer group for Guinness.

She told travelcheapwithoutmissingout 'For some time now, they've been attempting various strategies to promote the brand. We even have a Guinness-branded phone charger at our pub.'

'The fresh brewery pub embodies their artsy-fartsy, quirky strategy; however, honestly speaking, the younger folks seem quite into it. While traditions evolve, people continue to enjoy their pints, and everything related to Ireland remains fashionable.'

'We maintain excellent Guinness here and we're quite proud of it. The way you pour it is also really significant. I trust that at the fashionable new spot, they teach their staff about this.'

In the meantime, Richard Chaney, who manages Coopers—an Irish pub located on Kilburn High Road—mentioned that Guinness was relaunched by Diageo, indicating that traditional patrons were no longer their main focus.

He told travelcheapwithoutmissingout :' Guinness is no longer aiming to please the older demographic. As many from this group pass away, they are now focusing on attracting new consumers and making their brand fashionable.'

Many of the patrons now are younger individuals, with a significant increase in female drinkers as well. These people are straying from traditional norms. This is precisely what the new establishment in Central London aims to achieve; they're working towards making Guinness trendier, and they’re achieving this successfully.

'We notice how the priorities have shifted. Typically, on St Patrick’s Day, Diageo would supply us with plenty of glasses and additional items, but not this year. They seem less engaged now... The bar project in Covent Garden mirrors the transition away from older, traditional patrons towards a newer demographic. It's all about business, I guess, yet part of me feels somewhat melancholic.'

It’s known that Diageo doesn’t determine the retail price for pints; pubs always have the freedom to set their own product prices.

The typical cost of a Guinness in the UK is 12% less than the average price for high-end international lagers.

The typical cost of a pint of Guinness in the UK stands at £4.62 compared to an average global lager price of £5.45.

Every pint of Guinness destined for Europe comes from brewing facilities in Dublin. It’s believed that out of all the pints drawn in London, one in ten happens to be a Guinness. However, public houses faced a supply shortfall earlier this year.

The brewery premises will operate from 9:30 am to 11:30 pm daily, offering paid tours during the later part of the evening.

Two dining establishments will feature here; a brasserie and grill will occupy the ground and first floors, with a seafood venue set up on the roof terrace.

Diageo is setting up a food truck in the courtyard as well. This location will serve as the southern UK base for Diageo’s Learning for Life Bartending and Hospitality program, aiming to have more than 100 London-based students complete the 'Guinness at Old Brewer’s Yard' course each year.

The Open Gate Brewery will take over the five structures surrounding a covered courtyard located on land owned by the Mercers' livery company. Brewing activities at this location have been documented since as early as 1722.

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