Guinness opens a brewery in the US for the first time in more than 60 years, hoping to boost sales and recruit younger consumers.
Guinness, owned by Diageo, will open the $ 80 million brewery near Baltimore on August 3. It will be the first Guinness brewery in the US since 1954, with a restaurant with 270 seats and a taproom in a former distillery, the company said.
"The US is probably the most dynamic and exciting beer market in the world today, and simply put, we'd like to be closer to the action," Guinness said on his website. "A brewery in the US helps us understand and respond to trends faster, brew smaller batches, and get to market faster."
Guinness, founded in Dublin in 1
Robert Edward Ottenstein, a beverage industry analyst for Evercore ISI, said Guinness is reaching out to young people who may not even know the iconic Irish brand.
"It's all about brand building, which is one way to make it relevant to the so-called Millennials," Ottenstein said.
He said that this was a necessary step for Guinness because branding had never been harder. "Consumers are very skeptical," he said.
The Guinness Open Gate Brewery & Barrel House is set on a 62 acre lot in the city of Relay on the outskirts of Baltimore. Diageo bought the site in 2001, when Seagram was acquired.
Not all Guinness beer sold at the brewery is brewed there. The company said its "iconic stouts" would be imported from Ireland. The company said that Guinness Blonde American is brewing "currently under contract" from City Brewing in Latrobe, Pennsylvania, but production is being relocated to the new Maryland brewery.
The brewery is to create 160 jobs. Job opportunities listed on the site include brewers, bartenders, cooks and various executive positions.
Guinness has five other breweries. There is the original in Dublin, one in Malaysia and three in Africa, the hottest market for Guinness.