“Alive in 25” Delivers a Year of Culture, Collaboration, and Unforgettable Experiences, Solidifying Its Status as a Global Icon.
Dublin, Ireland – December 22, 2025 – The Guinness Storehouse, Ireland’s number one visitor attraction, today proudly reflects on a monumental year as its “Alive in 25” celebrations conclude, marking a vibrant 25th anniversary. Having welcomed its 25 millionth visitor in 2024, this milestone year has been a testament to the Storehouse’s enduring appeal, cementing its status as a leading global destination where Irish culture, creativity, and community truly come alive, for tourists and locals alike.
Lisa Hannigan by Rich Gilligan
The past year has seen the Home of Guinness thrive, building on its impressive performance of welcoming 1.65 million visitors in 2024. Throughout 2025, the Storehouse continued to innovate and engage, with visitors from over 150 countries passing through the iconic St. James’s Gate, reaffirming the Guinness Storehouse as a truly global landmark and cultural melting pot. Wrapping up the silver anniversary the iconic venue has served over 1.5 million pints of Guinness and Guinness 0.0 and the Guinness Academy certified over 102,000 new pint-pouring experts. The Gravity Bar, already famous for its panoramic views and the site of 12 successful marriage proposals over the last 25 years, remained a focal point of each celebration this year.
The “Alive in 25” campaign transformed the historic building into a dynamic canvas for artistic and cultural expression. Award-winning Dublin artist Leah Hewson’s bold graphic art infused the building with new energy and set the stage for an unforgettable year, the Guinness Storehouse organised events like:
- St. Patrick’s Day, which saw a five-day festival of arts and culture, featuring electric performances from JOY (Anonymous) in the Gravity Bar, captivating storytelling from Seanchoíche, and a showcase of Irish talent including Moxie, Grooveline, and Biird.
- Lovely Days, a three-day festival in May, showcased and celebrated Irish talent with Fontaines DC, the celebrated Irish folk ensemble Lankum and CMAT gracing the stage and wowing attendees.
- As an AsIAm accredited business, the Guinness Storehouse launched a Sensory Friendly Day this year with adapted lighting and sound, reduced visitor capacity to 60%, sensory-friendly entertainment with soothing sounds from a harp player, a relaxed area with fidget toys and sensory kits.
- The launch of the ‘Guinness Dublin 8 Community Fund’, a Diageo Ireland initiative supported by the Guinness Storehouse and Guinness, is committing to invest €1 million in Dublin 8 over the next five years, with €500,000 available in its first year, and €125,000 annually thereafter. Once applications are considered, funds will be awarded to projects that reflect some of the most important areas of focus within the local community, as identified by supporting partners, Community Foundation Ireland. These include enhancement of adult educational opportunities and outcomes for the local communities of Dublin 8, fostering community development in Dublin 8 and finally addressing themes of sustainability and climate in Dublin 8.
- Leah Hewson
- Summer brought the popular Brewing Talent series, celebrating Irish creativity with performances from rising stars like Shiv and Telekura, alongside the serene Sunrise Yoga sessions offering breathtaking morning views from the Gravity Bar.
- Culture Night in September saw the launch of ‘These Walls’, a multi-phase visual arts initiative. Founded and funded by the Guinness Storehouse and forged in collaboration with Dublin City Council, the Irish Museum of Modern Art (IMMA), and The Digital Hub, ‘These Walls’ brought vibrant public artworks by local artists – including Deirdre Breen, Owen de Forge, Alice Rekab, Venus Patel, Thaís Muniz, and Farouk Alao – to the streets of Dublin 8. The artworks of Deirdre Breen and Owen de Forge were brought to life on Culture Night with a fully immersive exhibition, complemented by performances from singer Saoirse Miller and Wastefellow.
- Building on the successful launch of These Walls, the Guinness Storehouse partnered with Dublin Gallery Weekend to organise ‘Rising Conversations’ at Gravity bar – a panel to discuss the importance of making space for art in Dublin. The weekend also unveiled artwork by Niall de Buitléar and Hazel O’Sullivan titled These Walls: Landmarks, suspended dramatically within the central atrium of the Guinness Storehouse.
- Innovation extended to design and visitor experience, with the unveiling of a brand-new team uniform designed by acclaimed Irish menswear designer Robyn Lynch. This collaboration blends modern Irish design with archival inspiration, reflecting the Guinness Storehouse’s rich heritage.
- The newly revamped Ingredients Floor also continued to immerse guests in the brewing process, connecting them to the very heart of Guinness.
- As the year drew to a close, the Christmas season shimmered with “My Goodness! It’s Christmas,” a festive wonderland enhanced by collaborations with Dublin icons Love Tempo and Michelin Guide restaurant BIGFAN, offering unique cocktails and Guinness-infused culinary delights from the iconic Gravity Bar. A powerful crescendo to the anniversary year came with Other Voices: Home, uniting established and emerging talents like Rachel Chinouriri, Lisa Hannigan, SPRINTS, Brògeal, and poet Paula Meehan in an intimate celebration of music, story, and spoken word, kicking off Other Voices’ own 25th year.
Catherine Toolan, Managing Director, Diageo Irish Brand Homes, reflected on the year: “For 25 years, the Guinness Storehouse has stood as a living archive of imagination, a place where craft, culture and community rise together like a good pint settling. The ‘Alive in 25’ campaign truly embodies this vision, creating a year of magic, celebrating our rich history and welcoming 28 million visitors from every corner of the world. From world-class artists to innovative design and unforgettable visitor experiences, we have championed genuine human connection and showcased the very best of Irish hospitality. We look forward to building on this incredible legacy as we step into the next chapter.”
As the Guinness Storehouse closes its 25th anniversary year, it remains a vibrant hub for cultural exploration, firmly rooted in its heritage yet constantly evolving. It continues to be a dynamic destination, inviting visitors from across the globe to discover the heart and soul of Ireland’s most beloved brand.