Meg Walker chats to Catherine Toolan, MD of Diageo Irish Brand Homes about how the Guinness Storehouse, Guinness Open Gate Brewery and Roe & Co Whiskey Distillery have continued to deliver a warm welcome while evolving with the times.
Catherine Toolan took on the role of MD of Diageo Irish Brand Homes four years ago, at the start of the Covid-19 lockdown. “I saw the Guinness Storehouse go from 1.7m visitors to zero, but the pandemic gave us an opportunity to reassess our positioning to be relevant for domestic as well as international audiences. Our vision for the Guinness Storehouse is to be a culturally vibrant hub that attracts all kinds of visitors seeking authentic experiences that are relevant to them.”
Originally from Sligo and now living in Dublin’s Liberties, a short walk to her office and close to the city’s cultural hotspots, Catherine loves her adopted home as well as a much-needed staycation, visiting family in Sligo, Portmagee, in her grandmother’s native Kerry, and the Aran Islands.
Toolan has channelled her global experience into helping make Diageo’s Irish Brand Homes world leaders when it comes to visitor experiences and the Storehouse’s recent title of World’s Leading Tourist Attraction 2023 is further proof she and the entire team take their jobs very seriously. “This is our first time winning this award. We were the only Irish nominee, beating icons like the Magic Kingdom at Walt Disney, the Las Vegas Strip and the Great Wall of China. It’s incredible for Irish tourism and speaks volumes about our dedication to go above and beyond. At the heart of it, it’s our people that got us to where we are. From the moment visitors step inside the Guinness Storehouse, they’re embraced with our céad míle fáilte – our very warm welcome. We make sure we have incredible stories, going back to 1759, and weave that storytelling of Guinness, the Storehouse and the Liberties from the past, present and future.”
Sustainability is a big focus for the group. “Diageo has an ambitious Society 2030 initiative, where our goals include zero waste to landfill, 100% renewable electricity and a commitment to achieving net zero carbon emissions by 2030. In 2023, the Guinness Storehouse received a gold accreditation from Green Tourism and we’ve signed up to Fáilte Ireland’s new sustainable tourism initiative. Our new ingredients experience is part of the continuous commitment to immersing visitors in the full story of Guinness, from grain to glass. It’s focused on the fact that Guinness is farmed, not just brewed and made from four very simple ingredients that are nurtured, selected and treated with care and creativity. We’ve brought to life water, hops, barley and yeast, and have one of the most innovative water features in the world.”
You can tell Catherine is proud of the attractions she oversees but that goes deeper than visitor numbers. Inclusivity is high on her agenda. “In October, we were accredited by Ireland’s national autism charity, As I Am, as a certified autism-friendly attraction, ensuring those with sensory processing differences can visit with confidence, with dedicated sensory-friendly hours.”
Catherine is excited to reopen the Guinness Open Gate Brewery this summer. “This is our home of experimentation and innovation. We’ve given our tap room and beer garden a vibrant new update and our brewers continue to experiment with small batch brews. Last year we launched our Guinness brewery experience, which is a chance to see behind the gates of the Guinness Storehouse, visit Arthur Guinness’s original home and go under the tunnels to see the brew house floor.”
And down the road is Roe & Co Whiskey Distillery, which Catherine says is the home of modern Irish whiskey. “It’s located in the former Guinness power station and inside is an immersive whiskey experience covering fun and flavour. We’re celebrating the memory of George Roe, a true pioneer who helped to build the original golden era of Irish whiskey. We’ve launched a bundle product where visitors can enjoy a self-guided experience at the home of Guinness and continue that experience at Roe & Co, partaking in a cocktail-making class.”
diageo.com guinnessstorehouse.com guinnessopengate.com roeandcowhiskey.com
