Guinness to open its first American brewery in 64 years, Maryland

Guinness opens a brewery in the United States for the first time in more than 60 years, hoping to boost sales and seduce younger consumers.

Guinness, owned by Diageo, will open the $ 80 This brewery will be the first Guinness brewery in the United States since 1954, with a 270-seat restaurant and a faucet room in a former distillery, according to the company.

The world's most dynamic and exciting beer market right now, and, in simple terms, we'd like to be closer to the action, "Guinness said on his website. "Having a brewery in the United States will help us understand and respond to trends faster, as well as to brew smaller batches and market them faster."

Guinness, established in Dublin in 1759, is an Irish brewer known for his dark stout. But sales have stagnated in the United States in recent years, craft beers small breweries having become more popular. In addition to its famous stout, the new Guinness Brewery offers India Pale Ale as well as wheat beers, lagers and experimental beers with names like Guava Wit and Cherry Stout.

Robert Edward Ottenstein, Beverage Industry Analyst for Evercore ISI, said that it's the Guinness way to reach young people who might not even be aware of the brand Irish iconic.

"It's all about building the brand." It's a way to make it relevant for so-called millennials, "said Ottenstein.

He said it's an initiative necessary for Guinness because creating brands has never been so difficult. "Consumers are very skeptical," he said.

The Guinness Open Gate Brewery & Barrel House is located on a lot of 62 acres in the town of Relay, on the outskirts of Baltimore Diageo purchased the site in 2001, during the acquisition of Seagram.

All Guinness beer sold at the brewery will not be brewed The company said its "iconic stouts" will be imported from Ireland.The company said its Guinness Blonde American Lager beer is currently "contracted" by City Brewing in Latrobe, Pennsylvania, but production will be transferred to the new Maryland brewery. [19659003] The brewery is expected to create 160 jobs. The job offers listed on the website include brewer, bartender, chef and various management positions.

Guinness has five other breweries. There is one in Dublin, as well as one in Malaysia and three in Africa, which is the most popular market for Guinness.