With $97M London Brewery, Guinness Steps Up Global Plan to Win New Fans

Three centuries ago, Old Brewer’s Yard in London’s Covent Garden was a bustling beer district. The taps stopped flowing more than 100 years ago, but this week, Guinness brought brewing back to central London with its much anticipated Open Gate Brewery, a $97 million investment in the U.K. capital.
There is one twist: no Guinness will be brewed on the premises.
While Diageo’s Irish stout will be on tap, the new microbrewery will instead produce limited-edition craft beers and seasonal specials. Visitors can try lager, pale ale, sour, and non-alcoholic varieties developed specifically for the space.
The 54,000-square foot venue is designed to welcome both Guinness loyalists and those who’ve never tried stout before.
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