VISITOR ATTRACTION: what’s new and what’s cool at Dublin’s Guinness Storehouse

The Guinness Storehouse, located at Saint James’s Gate in Dublin, is the country’s top visitor attraction, drawing over 24m visitors since its opening in 2000. A visit in 2025 offers an immersive journey through the history, craft, and culture of Ireland’s iconic Guinness stout across seven floors, culminating in the famous Gravity Bar.

The Guinness Storehouse experience is a self-guided tour that typically takes 1.5 to 2 hours, though premium experiences may extend this. The attraction is housed in a 1902 fermentation plant, designed with a pint-shaped glass atrium that could hold 14.3m pints if filled. Here’s a breakdown of the core experience:

Ground Floor: Ingredients and Arthur Guinness

The tour begins with an introduction to the four key ingredients of Guinness—water, barley, hops, and yeast—and the legacy of founder Arthur Guinness, who signed a 9,000-year lease in 1759.
Visitors see a replica of this historic lease and learn about the brewery’s origins through interactive displays.

Brewing Process and Heritage

The tour takes you through the brewing process, with exhibits on barley roasting (at 232°C for flavor and color), milling, mashing, and fermentation.
Historical artifacts, such as pipes, machinery, and vats from the early 1900s, are preserved, giving a sense of the brewery’s industrial past.
An interactive genealogy pod allows visitors to explore records of nearly 20,000 former Guinness employees dating back to the 1880s.

Advertising and Culture

A popular exhibit showcases 80 years of Guinness’s iconic advertising, including slogans like “Guinness is Good for You” and “My Goodness, My Guinness,” featuring zoo animals like the famous toucan.
Visitors can explore the brand’s global impact, with Guinness brewed in 50 countries and enjoyed in over 120, with 10m pints consumed daily worldwide.

Tasting and Interactive Experiences

The tasting rooms offer a sensory journey, teaching visitors how to savor Guinness’s unique flavor.

Optional add-ons include:

Guinness Academy: Learn to pour the perfect pint.
STOUTie: A pint with your selfie printed on the foam head, ideal for photos.
Connoisseur Experience: A guided tasting and storytelling session exploring Guinness’s origins and flavors.
Guinness Brewery Experience: An exclusive tour of the working brewery, offering a behind-the-scenes look at production (additional cost, €95).

Dining and Shopping

The Storehouse features dining options, including the 1837 Bar & Brasserie and Arthur’s Bar, serving dishes like Guinness stew and oysters paired with stout. The fifth-floor Brewery Bar offers Irish cuisine, and a first-floor coffee shop provides lighter fare.
The Guinness x Waterford shop sells exclusive, limited-edition items combining Guinness and Waterford crystal craftsmanship.

Gravity Bar

The tour culminates at the Gravity Bar, Dublin’s highest bar (46 meters above ground), offering 360° panoramic views of the city, from the Dublin Mountains to Phoenix Park.
Every ticket includes a complimentary pint of Guinness, Guinness 0.0, or a soft drink. The bar, doubled in size in 2020, is a highlight for its atmosphere and vistas.
Accessibility and Practical Details
The Storehouse is fully accessible, with lifts, sensory kits, and AsIAm accreditation as an autism-friendly attraction. Sensory-friendly hours are offered monthly.
Open daily: Sunday–Thursday, 10 AM–7 PM (last entry 5 PM); Friday–Saturday, 10 AM–8 PM (last entry 6 PM).
Located in the Liberties district, it’s a 20-minute walk from College Green, a 10-minute bus ride (routes 13, 40, 123), or a 7-minute walk from the James’s Luas stop. Limited free parking is available on Crane Street.
Pre-booking tickets online is recommended, especially for weekends, to secure a time slot and avoid crowds.

What’s New for 2025

The Guinness Storehouse celebrated its 25th anniversary in 2024, marking its transformation from a fermentation plant to a world-class attraction. For 2025, the focus is on enhancing the visitor experience with refreshed storytelling and immersive elements.
The Storehouse continues to leverage its 2023 title as the “World’s Leading Tourist Attraction,” emphasizing its global appeal and ongoing improvements.

Potential Enhancements:

The Behind-the-Gate tour, launched in 2020, remains a premium offering, taking visitors to previously off-limits areas of Saint James’s Gate, and may see increased promotion in 2025.

Nearby Attractions:

Visitors are encouraged to explore nearby sites like the Guinness Open Gate Brewery (an experimental taproom) and Roe & Co Distillery, both within walking distance. These complementary experiences are highlighted as part of the broader Saint James’s Gate ecosystem in 2025.

Tips for Visitors

Book Early: Tickets, especially for premium experiences and events like Lovely Days Live, sell out quickly. Book at least 72 hours in advance via the official website.
Combine with Nearby Attractions: The Storehouse is close to distilleries (Roe & Co, Pearse Lyons, Teeling) and historic sites like the Brazen Head pub or Phoenix Park, making it easy to plan a full day in the Liberties.
Budget for Extras: Bring extra euros for merchandise, additional pints, or premium experiences like the STOUTie or Connoisseur tour.
Best Time to Visit: Arrive early (e.g., 10 AM) or later in the afternoon to avoid peak crowds, especially at the Gravity Bar, where seating can be limited.
The Guinness Storehouse in 2025 remains a must-visit for its blend of history, interactivity, and iconic Dublin views, with the Lovely Days Live event adding a fresh cultural highlight. For the latest updates, check www.guinness-storehouse.com