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Guinness

Guinness stout (a strong stout produced in Britain)

195 1 year, at a hunting party in Wexford, Sir Hugh Beaver, the executive director of British kiness Beer Company, missed a golden pheasant. He complained that it was the fastest bird in the world. But his companion disagreed and had an argument with him. The beaver was enraged. He wanted to find arguments from books to support himself, but he was surprised to find that no book described the speed of birds in such detail. 1954, there is another argument about whether grouse is faster than golden pheasant. Sir Hugh realized that people often encounter such problems in bars. If a book can provide an answer to this argument, it will not only help people find the basis for bragging, but also help people get drunk and sell more wine, and bars will benefit endlessly. So he decided to publish a book by his own company to record this "best in the world". ?

Chris Chatway, the boss, was a record-breaking athlete when he was a junior brewer at Guinness Park Royal Brewery in London. He recommended the right people to write books-his twin brothers Norris and Ross mcwhorter, whom he met at the sports meeting, were sprinters at Oxford University. The mcwhorter brothers opened a data collection station in Fleet Street. Mcwhorter brothers were born in August 1925, and they like to collect all kinds of anecdotes since childhood. The cooperation between them often makes experienced old reporters stunned. A reporter said: "Their brains are interconnected, just like transistor electronic computers. They can speak in codes that only they can understand. One person forgets something, and another person will definitely find it. " 1On September 2, 954, Beaver met with the twin brothers, hoping that their statistical agency in London could help him compile the book Guinness World Records. Therefore, a special group was set up in Fleet Street 107, London, and intense compilation work began.

1955 On August 27th, the printing house completed the binding of the first Guinness Book of World Records. This booklet, with only 198 pages, topped the British bestseller list before Christmas that year, because no company has collected, certified and provided such rich and authoritative world record information. This book has 12 items, including sports, science, business, architecture, nature and so on, of which 1/4 is about sports. I didn't expect this Guinness World Record to spread like wildfire, and its reputation far exceeded Guinness Dark Beer. The following year, the first American version was published, and soon it was published in French, German and Japanese.

The Guinness World Record won by Curiosity caters to the tastes of western readers and forms a kind of "Guinness Movement". Many people abroad are trying their best to create all kinds of strange records so that their names can be included in the book. This book itself is one of the best in the world. In the British Library, the most stolen book is Guinness World Records.

The English version of Guinness World Records has been published in more than 70 countries, and there are 22 non-English versions. At present, the global cumulative sales volume exceeds 95 million copies.

Guinness World Records is far more famous than its original stout.

Guinness World Records is just a result of brand marketing creativity of Guinness Beer Company in Ireland. Paying attention to brand marketing and constantly injecting new vitality into the brand are the secrets of the company's success.

1759, a man named Arthur Guinness was in St. James' Gate Street in Dublin, Ireland.

In order to produce a kind of beer with rich foam, mellow taste and deep color, a brewery was built. This is Guinness stout.

At the beginning of its establishment, there were 200 breweries in Ireland, of which only St James Street had 10, and the competition was fierce. However, Guinness Beer Company still stands out among many beer companies. By 1833, it has become a leading company in the Irish beer market. By 1930, one in every 10 Dublin man will make a living directly or indirectly by Guinness Brewery. At present, Guinness stout is brewed and produced in more than 50 countries and sold to more than 50 countries, with an annual sales volume of18.83 million pints (about 900 million liters).

China people may not be familiar with Guinness, but almost everyone knows the Guinness Book of World Records. In fact, the Guinness Book of World Records is a successful idea of Guinness Beer Company, which aims to enhance the popularity of Guinness brand. In the development process of more than 200 years, Guinness Beer Company has been trying to attract people's attention to its brand, which is one of its successful "secret recipes".

In Ireland and many other parts of the world, Guinness stout has conquered countless drinkers with its unique charm. But in recent years, it is also facing the embarrassment of flowering inside the wall and fragrant outside the wall. Britain is the largest consumer of Guinness beer, and Ireland ranks second. In Ireland, the sales volume of Guinness stout was flat, and even dropped by 3% in the second half of 200 1. The reason is mainly because in Ireland, Guinness stout, like many other old brands, is regarded as an antique by young people. Young people in their twenties and thirties in Ireland either switch to low-alcohol drinks such as Heineken beer or strong cocktails such as vodka and "Red Bull". How to attract these young people has become a challenge for Guinness Beer Company.

Before changing the beer into a "new bottle", Guinness Beer Company had a visitor center called Hopstore in Dublin. This is actually the exhibition hall of Guinness Company, which is mainly used to introduce the development history of Guinness stout to visitors here. Facing the sales situation in the domestic market, Guinness Beer Company gradually realized that it is important to show its rich and colorful history and provide beer for millions of tourists who come to this Irish beer holy place, but it is more important to plan the future. Therefore, the company is considering building a modern facility to replace the beer house. This facility should inject new vitality into the old brand Guinness stout, thus attracting young customers who like to follow the trend.

This is the original intention of the company to build Guinness warehouse. Guinness managers pointed out that "Guinness Warehouse" should be a place to attract young people who like bars and clubs. Guinness Warehouse is built in a building with a history of almost 100 years. This is a brick building, seven stories high and magnificent in style. It used to be the fermentation workshop of the company. It opened at the end of 2000. At the opening ceremony, Guinness organized a large-scale activity, invited 20 singers to perform, and arranged a series of activities for three days, attracting more than 4,000 people.

The design of Guinness Warehouse is traditional in appearance and modern in interior, just like a chocolate-wrapped candy filled with cream. The exterior is brick wall, the interior is modern glass and steel structure, and the lighting is a combination of natural lighting and artificial lighting. Guinness Warehouse is shaped a bit like a pint glass. At the top is the round pub "Gravity Bar". At night, "Gravity Bar" emits charming white light, just like foam floating on the newly poured Guinness beer. Embedded in the floor of the "warehouse" is a brewery land lease contract signed by Sir Arthur Guinness, the founder of the company. At that time, Guinness rented the land for Guinness brewery for 9000 years at the price of 45 pounds a year. This design can not only give people a heavy sense of history, but also give people modern visual enjoyment, highlighting the combination of Guinness modernity and tradition.

When the tourists arrive, they climb a short and narrow staircase and enter the central hall like a cave. After paying $65,438+00, visitors will get a "crystal"-a palm-sized plexiglass resin with a drop of Guinness Dark Beer in it. With it, people can visit various exhibitions and buy various gifts for sale. After slowly rising to the top layer shaped like a bubble, the crystal becomes a ticket to drink in a gravity bar. In the gravity bar, people can have a panoramic view of Dublin. After scanning the crystal, the bartender took a wire from the crystal, then gave the tourists a pint of cold beer and returned the crystal as a souvenir. According to the company, the crystal is not only a ticket, but also plays a role in communicating with customers.

After nightfall, Guinness Warehouse will hold various activities, such as award ceremony, concert, company social gathering, fashion show and art exhibition. These activities attracted local residents and company managers. Clark, the company's sales manager, proudly said, "We have held an art exhibition since February 20001year, and as many as 600 people attended the opening ceremony." These activities make Guinness Warehouse a community activity center. Aldir said: "Guinness Warehouse is one of the ways for the company to contact the new generation, and it is also a way for young people to look at Guinness again." Guinness Warehouse also has a specially designed classroom similar to a pub, where bartenders from all over Ireland can learn how to pour wine correctly. Some people who study genealogy even come to the archives of Guinness Warehouse to look for information about their ancestors who lived in Dublin. Guinness is like a small archive for Dubliners, because many Dubliners have worked in the company for more than 200 years.

There is no end to innovation. London-based Imagination Co., Ltd. is responsible for designing Guinness Warehouse. Ralph Aldir, the company's marketing and strategic planning manager, said, "Guinness Dark Beer is a powerful social catalyst. The Guinness warehouse is to bring people together and share stories like an old pub in Ireland. " When designing the Guinness Warehouse, Image Design Company tried to make the Guinness Warehouse reproduce the charm of the old pub: let many strangers get together and get to know each other. Aldir said: "This is not a corporate cathedral for people to worship Guinness, but a place for Irish tourists, local residents and new Guinness employees who are being trained." Today, Guinness Warehouse has become the most popular tourist destination in Ireland. In the first year, it attracted 570,000 people and received 450,000 people to participate in various activities and trainings. Hop shops used to receive 470,000 tourists every year. After the Guinness warehouse was built, the hops store was sold to the Media Lab of MIT as its European research center.

Despite its initial success, Guinness Beer Company was not satisfied. The company is cooperating with the "image design" company to step up its research in this field. Aldir said: "Guinness Warehouse will bring consumers and employees together and open a door to communication."