Interviewed By Kathleen O’Callaghan
Catherine Toolan is brimming with enthusiasm as Go Wild! catches up with her hectic schedule in her role as the dynamic Managing Director of the Diageo Ireland Brand Homes which includes Dublin’s Guinness Storehouse.
It is a role she never takes for granted as she strolls over the historic cobblestones of St James’s Gate to her office desk in the Home of Guinness each morning. This monumental visitor experience and marketing powerhouse consistently tops the polls as one of Ireland’s leading tourist attractions among the likes of the breathtaking Cliffs of Moher, the Phoenix Park’s Dublin Zoo or Trinity’s Book of Kells.
In fact, over a million tourists trooped through the landmark Guinness Gates last year to witness the history of brewing, pouring the perfect pint and later enjoying the smooth flavour of this famously dark pint with the creamy head.
Catherine has also recently been appointed to the board of Fáilte Ireland along with five other industry experts
“I feel very privileged to have this amazing opportunity to be the custodian of the historic Guinness Storehouse. This is such an integral part of Dublin’s history and culture. I joined the Guinness Storehouse in March in 2020 just when the pandemic had started,” she explains.
“I think this turbulent and unprecedented episode made us pause and realise how much Ireland has to offer on our doorsteps. As a nation, we explored and found special places and popular visitors centres during our staycation. Sites that had been previously overlooked. Fortunately, the bounce back has been exceptionally good and last year over 25% of our 1.1 million customers were actually Irish.”
Catherine and her team availed of that quieter time to enhance the renowned Storehouse experience.
“Yes, we came up with even more creative ways to enrich the visitors’ experience with more immersive and interactive methods of telling the Guinness story. The seven storeys in the Storehouse follow a fascinating narrative that originates in the 9000-year lease signed by Arthur Guinness back in 1759 for £45 per annum and culminates in the panoramic views of the two Gravity Bars – where you can actually see as far as Wicklow. The visit includes multiple layers of interest from the brewing process, to the secret ingredients, the nostalgic advertising and the cultural immersive art.
“It is fantastic to have the place buzzing with visitors enjoying the 7 floors of this immersive experience as well as our other venues – the Roe and Co. Whiskey Distillery which also offers demonstrations on creating super cocktails and the Smithwick’s Experience in Abbey Court, Kilkenny.”
It’s amazing to discover how 300 coopers handmade 1,000 casks every week from hot wet oak that became known as the Dublin Pyramids and to marvel at the hand carved ‘pint’ chiselled with the story of Guinness.
Catherine previously ran the International Convention Centre in Belfast and also organised the Athletes’ Villages at the Olympic Games in Beijing in 2008 and London in 2012. She is comfortable with large projects. “I actually lived in Beijing for 10 years and travelled extensively throughout Asia. However having seen many far-flung destinations I don’t think anywhere compares to Ireland from the wonderful Skellig Michael in Co Kerry to Benbulben in Sligo and northward to the Giants’ Causeway that leads to the Gobbin’s Cliffwalk just outside Belfast.” Catherine loves to go hiking and when she takes a break you might see her walking along the Wild Atlantic Way near her home in Sligo or trekking along the stunning coastal route that leads to Bellantoy Harbour in Co Antrim. Of course, her favourite landmark right now is close to her home in the Liberties and that’s the iconic Guinness Storehouse and the neighbouring whiskey distillery.
“The Guinness Storehouse appeals to all the senses from the wonderful aroma of the hops as you meander into the building, to the visual feast of graphic art, the famous screen advertising, the musical concerts for special occasions, along with the exceptional taste of our contemporary cuisine. The popular launch of Guinness 0.0 also means this centre is now just as popular with teetotallers too,” she adds brightly.
“The Guinness 0.0 is a great success and it is served all around the building,” says Catherine. “In fact, we have had blind tasting sessions with professional tasters and some of them couldn’t tell the difference between the two brands. It’s amazing what brewing technology can do! You get exactly the same perfect ingredients in the taste experience – everything’s included except alcohol.”
So what exciting developments are they unfurling this year?
“We are launching our enhanced website just before St Patrick’s day when there will be lots of celebrations here. The latest innovative website is more interactive and easier than ever to navigate with lots of extras and add-ons for delivering value. The 6 Nations rugby match will also be broadcast live in our neighbouring Guinness Open Gate Brewery on March 18th to coincide with the weekend of the St Patrick’s Day festival,” adds Catherine enthusiastically.
“In August, the American football match between Notre Dame and Navy will attract more than 40,000 Americans to Dublin for the match at the Aviva and the Guinness Storehouse will certainly be on the sightseeing list and Kilkenny brewery on the same day.”
So what other key plans has she in store?
“What we have learned over the years is that we are in the business of storytelling – from nostalgic tales of the past to the innovative technologies emerging.
We also want to keep that unique connection with the art world so we invited the world-renowned visual artist, GRIF for the ‘Welcome Home’ exhibition last November.
The visuals included a state-of-the-art projection-mapped Christmas tree installation in the Atrium that measured 16-metres, plus a cinematic film inspired by the iconic surge of a Guinness pint, and a bespoke large-scale print exhibition involving more artists like Aches the Dublin street artist.”
Aches created the multi-coloured “Together Stronger” logo displayed on the iconic black gates during the pandemic. He was inspired by the brightly coloured shades of the “Toucan” emblem, and it gives a splash of modernism to the entrance.
“Music is an essential part of the Guinness culture and our ongoing partnership with Other Voices is inspiring and phenomenally entertaining,” she explains. “Creating memorable evenings of songs and stories featuring the likes of John Cummins and Liam O’Connor.”
With Catherine at the helm, Arthur Guinness can be assured that the legendary story will continue on its epic tale to the shores of the future.
