Guinness will open its first American brewery in 64 years

BALTIMORE – Guinness opens a brewery in the United States for the first time in over 60 years, hoping to boost sales and appeal to younger consumers.

Guinness, owned by Diageo, will open the $ 80 million brewery near Baltimore on August 3rd. It will be the first Guinness brewery in the United States since 1954, with a 270-seat restaurant and a distribution hall in a former distillery, according to the company.

It's probably the world's most vibrant 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 US will help us understand and react faster to trends, as well as brew smaller quantities and market them faster."

Guinness opens brewery for the first time in the USA. 60 years, hoping to boost sales and seduce young consumers. The Guinness brewery also has a faucet room.

Guinness, established in Dublin in 1759, is an Irish brewer known for his dark-hued stouts. 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.

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Brewery Guinness Open Gate is located on a 62-acre lot in the town of Relay on the outskirts of Baltimore, Diageo purchased the site in 2001, during the Seagram acquisition.

Guinness opens its first American brewery in 64 years old, outside Baltimore, hoping to boost sales and seduce young consumers

at the brewery will be brewed there.The company said that its "iconic stouts" will be imported from Ireland.The company said that its beer Guinness Blond The American Lager is currently "contracted" by City Brewing in Latrobe, Pennsylvania, but production will be transferred to the new Maryland brewery.

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.