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Friday 22 August 2014

Guinness unveils ‘tasting rooms’ scientifically designed to increase taste experience

Brian O'Reilly

Published 07/08/2013 | 13:47

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GUINNESS has unveiled new ‘tasting rooms’ at their iconic Storehouse at St James’ Gate in Dublin.

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The rooms have been especially designed and decorated to heighten the senses ahead of trying the Irish stout.

The company has incorporated ‘scientific and creative elements’ in the design of the new rooms.

Catherine Keegan from the Guinness Storehouse explained: “The unveiling of The Tasting Rooms here in the Guinness Storehouse marks an exciting development into the realms of experiential and sensory tasting innovation.

“We’re thrilled to be bringing such a unique and alternative experience to visitors from both Ireland and across the globe.

“This development further enhances the breath of our offering which we’re proud to say makes the Guinness Storehouse Ireland’s no. 1 visitor attraction.”

It was confirmed earlier this year that the Guinness Storehouse was officially Ireland’s most visited tourist destination.

The building, a former fermentation plant at St. James’s Gate Brewery in Dublin, holds a seven storey Guinness experience which allows visitors to gain an understanding of why Guinness has become one of the world’s most iconic brands.

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