Diageo taps into Guinness boom with new London tourist hub

It’s the fourth tourist attraction for Guinness, following the Dublin Storehouse and microbreweries in Baltimore and Chicago

The Guinness Open Gate Brewery. Photographer: Betty Laura Zapata/Bloomberg

Diageo finally opened the doors to its new Guinness attraction in London on Thursday, two years later than planned, but just in time for incoming Chief Executive Officer Dave Lewis.

The £73m (€83.4m) Guinness-themed site in the city’s Covent Garden district features a microbrewery, restaurants, a gift shop, and, importantly, bars for people to sip a stout that’s become a star brand for Diageo.