Guinness (pronounced /ˈɡɪnɪs/) is a popular dry stout that originated in Arthur Guinness' brewery at St. James's Gate in Dublin, Ireland. Stout and porter are dark Beers made using roasted Malts or roast Barley. For the New Zealand politician see Arthur Guinness Arthur Guinness ( 24 September 1725 &ndash 23 January St James's Gate Brewery is a brewery in Dublin, known as the home of Guinness. Dublin (ˈdʌblɨn/ /ˈdʊblɨn or /ˈdʊbəlɪn/, bˠalʲə aːha klʲiəh or cliə(ɸ is both the largest city and capital of Ireland. Ireland ( Irish: Éire, ˈeːrʲə is a country in north-western Europe. The beer is based on the porter style that originated in London in the early 18th century. Beer is the world's oldest and most widely consumed Alcoholic beverage and the third most popular drink overall after water and tea Porter is a dark-coloured style of Beer. The history and development of Stout and porter are intertwined It is one of the most successful beer brands in the world, being exported worldwide. The distinctive feature in the flavour is the roasted barley which remains unfermented. Barley ( Hordeum vulgare) is an annual Cereal Grain, which serves as a major animal Feed crop, with smaller amounts used for For many years a portion of the beer was aged to give a sharp lactic flavour, but Guinness has refused to confirm if this still occurs. The thick creamy head is the result of the beer being mixed with nitrogen when being served. Nitrogen (ˈnaɪtɹəʤɪn is a Chemical element that has the symbol N and Atomic number 7 and Atomic weight 14 It is extremely popular with the Irish and, in spite of a decline in consumption over recent years, is the best-selling alcoholic drink of all time in Ireland,^[1][2] where Guinness & Co. Ireland (pronounced /ˈaɾlənd/ Éire) is the third largest island in Europe, and the twentieth-largest island in the world makes almost €2 billion annually.

The parent company has been headquartered in London since 1932 and was later merged with Grand Metropolitan plc and developed into a multi-national alcohol conglomerate named Diageo. London ( ˈlʌndən is the capital and largest urban area in the United Kingdom. Diageo plc () is the largest multinational beer wine and spirits company in the world

Contents 1 Composition 2 History 3 Controversy over proposed sale of St James's Gate 4 Guinness and health 5 Varieties 6 Pouring and serving 7 Sinking bubbles 8 Advertising 9 Guinness worldwide sales 10 Merchandising 11 Cooking 12 See also 13 Sources 14 References 15 External links

Composition

Guinness stout is made from water, barley malt, barley, hops, and brewer's yeast. Stout and porter are dark Beers made using roasted Malts or roast Barley. Water is a common Chemical substance that is essential for the survival of all known forms of Life. Barley ( Hordeum vulgare) is an annual Cereal Grain, which serves as a major animal Feed crop, with smaller amounts used for Hops are the female Flower cones of the hop plant ( Humulus lupulus) A portion of the barley is flaked (i. e. steamed and rolled) and roasted to give Guinness its dark colour and characteristic taste. It is pasteurised and filtered. Pasteurization is the process of heating Liquids for the purpose of destroying bacteria, Protozoa, Molds and Yeasts The process was Filtered or bright beer is Beer in which yeast is no longer in suspension. Despite its reputation as a "meal in a glass", Guinness only contains 198 calories (838 kilojoules) per imperial pint (20 fl oz UK) (1460 kJ/l),^[3] fewer than an equal-sized serving of skimmed milk or orange juice and most other non-light beers. This article is about the unit of energy For its use in Nutrition and Food labelling regulations, see the article on Food energy. The joule (written in lower case ˈdʒuːl or /ˈdʒaʊl/ (symbol J) is the SI unit of Energy measuring heat, Electricity The pint is an English unit of Volume or capacity in the imperial system and United States customary units. The litre or liter (see spelling differences) is a unit of Volume. Milk is an opaque white liquid produced by the Mammary glands of female Mammals (including Monotremes. Orange juice is a Fruit juice obtained by squeezing pressing or otherwise crushing the interior of an orange.

Draught Guinness and its canned counterpart contain nitrogen (N₂) as well as carbon dioxide. Draught beer (also known as draft beer or tap beer) has several related though slightly different understandings Nitrogen (ˈnaɪtɹəʤɪn is a Chemical element that has the symbol N and Atomic number 7 and Atomic weight 14 Carbon dioxide ( Chemical formula:) is a Chemical compound composed of two Oxygen Atoms covalently bonded to a single Nitrogen is less soluble than carbon dioxide, which allows the beer to be put under high pressure without making it fizzy. The high pressure of dissolved gas is required to enable very small bubbles to be formed by forcing the draught beer through fine holes in a plate in the tap, which causes the characteristic "surge" (the widget in cans and bottles achieves the same effect). A widget is a device placed in a container of beer to manage the characteristics of the beer's head. The perceived smoothness of draught Guinness is due to its low level of carbon dioxide and the creaminess of the head caused by the very fine bubbles that arise from the use of nitrogen and the dispensing method described above. "Original Extra Stout" contains only carbon dioxide^[4], causing a more acidic taste.

Contemporary Guinness Draught and Extra Stout are weaker than they were in the 19th century, when they had an original gravity of over 1. 070. Foreign Extra Stout and Special Export Stout, with abv over 7%, are perhaps closest to the original in character. ^[5]

Although Guinness may appear to be black, it is officially a very dark shade of ruby. ^[6]

History

Arthur Guinness started brewing ales initially in Leixlip, then at the St. James's Gate Brewery, Dublin, Ireland from 1759. For the New Zealand politician see Arthur Guinness Arthur Guinness ( 24 September 1725 &ndash 23 January Leixlip (/'likslɪp/ Léim an Bhradáin in Irish) is a town in north-east County Kildare, Ireland, east of the midlands of Ireland St James's Gate Brewery is a brewery in Dublin, known as the home of Guinness. Dublin (ˈdʌblɨn/ /ˈdʊblɨn or /ˈdʊbəlɪn/, bˠalʲə aːha klʲiəh or cliə(ɸ is both the largest city and capital of Ireland. Ireland (pronounced /ˈaɾlənd/ Éire) is the third largest island in Europe, and the twentieth-largest island in the world He signed a 9,000 year lease at £45 per annum for the unused brewery. ^[7] Ten years later in 1769 Guinness exported their product for the first time, when six and a half barrels were shipped to England.

Although sometimes believed to have originated the stout style of beer, the first use of the word stout in relation to beer was in a letter in the Egerton Manuscript dated 1677, almost 50 years before Arthur Guinness was born. The first Guinness beers to use the term were Single Stout and Double Stout in the 1840s. ^[8]

Guinness brewed their last porter in 1974. Porter is a dark-coloured style of Beer. The history and development of Stout and porter are intertwined

Guinness Stout is also brewed under licence internationally in several countries, including Nigeria^[9] and Indonesia. ^[10] The unfermented but hopped Guinness wort extract (the essence) is shipped from Dublin and blended with beer brewed locally.

The Guinness brewery in Park Royal, London closed in 2005. For the mall in West Vancouver Canada see Park Royal Shopping Centre For the bus manufacturer see Park Royal Vehicles Park London ( ˈlʌndən is the capital and largest urban area in the United Kingdom. The production of all Guinness sold in the UK was switched to St. James's Gate Brewery Dublin. St James's Gate Brewery is a brewery in Dublin, known as the home of Guinness. Dublin (ˈdʌblɨn/ /ˈdʊblɨn or /ˈdʊbəlɪn/, bˠalʲə aːha klʲiəh or cliə(ɸ is both the largest city and capital of Ireland.

The breweries pioneered several quality control efforts. The brewery hired the statistician William Sealy Gosset in 1899, who achieved lasting fame under the pseudonym "Student" for techniques developed for Guinness, particularly Student's t-distribution and the even more commonly known Student's t-test. William Sealy Gosset ( June 13 1876 – October 16 1937) is famous as a Statistician, best known by his pen name Student In Probability and Statistics, Student's t -distribution (or simply the t -distribution) is a Probability distribution A t -test is any statistical hypothesis test in which the test statistic has a Student's ''t'' distribution if the Null hypothesis is true

Controversy over proposed sale of St James's Gate

The Sunday Independent reported on 17 June 2007 that Diageo intends closing the historic St James's Gate plant in Dublin and moving to a greenfield site on the outskirts of the city. The Sunday Independent is a Broadsheet Sunday Newspaper published in the Republic of Ireland by Independent News and Media plc Events 1462 - Vlad III the Impaler attempts to assassinate Mehmed II ( The Night Attack) forcing him to retreat Year 2007 ( MMVII) was a Common year starting on Monday of the Gregorian calendar in the 21st century. ^[11] This news caused some controversy when it was announced.

The following day, the Irish Daily Mail ran a follow up story with a double page spread complete with images and a history of the plant since 1759. The Irish Daily Mail is a newspaper published in the Republic of Ireland by Associated Newspapers. Initially, Diageo said that talk of a move was pure speculation but in the face of mounting speculation in the wake of the Sunday Independent article, the company confirmed that it is undertaking a "significant review of its operations". This review is largely due to the efforts of the company's ongoing drive to reduce the environmental impact of brewing at the St James's Gate plant. ^[12]

On 23 November 2007, an article appeared in the Evening Herald, a Dublin newspaper, stating that Dublin City Council, in the best interests of the city of Dublin, had put forward a motion to prevent planning permission ever being granted for development of the site thus making it very difficult for Diageo to sell off the site for residential development. Events 800 - Charlemagne arrives at Rome to investigate the alleged crimes of Year 2007 ( MMVII) was a Common year starting on Monday of the Gregorian calendar in the 21st century. The Evening Herald is a Tabloid evening Newspaper published in Dublin, Ireland by Independent News & Media. Dublin City Council (Comhairle Cathrach Bhaile Átha Cliath refers to two different entities

On 9 May 2008, Diageo announced that the St James's Gate brewery will remain open and undergo renovations, but that breweries in Kilkenny and Dundalk will be closed by 2013 when a new larger brewery is opened near Dublin. Events 1457 BC - Battle of Megiddo (15th century BC between Thutmose III and a large Canaanite coalition under the King of 2008 ( MMVIII) is the current year in accordance with the Gregorian calendar, a Leap year that started on Tuesday of the Common The result will be a loss of roughly 250 jobs across the entire Diageo/Guinness workforce in Ireland. ^[13]

Guinness and health

Studies claim that Guinness can be beneficial to the heart. Researchers found that antioxidant compounds in Guinness, similar to those found in certain fruits and vegetables, are responsible for health benefits because they slow down the deposit of harmful cholesterol on the artery walls. An antioxidant is a Molecule capable of slowing or preventing the oxidation of other molecules ^[14][15]

Guinness ran an advertising campaign in the 1920s which stemmed from market research - when people told the company that they felt good after their pint, the slogan was born – "Guinness is Good for You". Guinness was told to stop using the slogan decades ago – and the firm still makes no health claims for the drink. Diageo, the company that now manufactures Guinness, said: "We never make any medical claims for our drinks. " The company now runs advertisements that call for "responsible drinking". ^[16]

Some vegetarians consider Guinness as unsuitable for a vegetarian diet, as the production process involves the use of isinglass, made from fish. Vegetarianism is the practice of a diet that excludes Meat (including game and slaughter by-products Fish (including Shellfish and other sea Isinglass is a substance obtained from the Swimbladders of Fish (especially Beluga sturgeon) used mainly for the clarification of Wine and It is used as a fining agent for settling out suspended matter in the vat. ^[17] The isinglass is retained in the floor of the vat but it is possible that minute quantities might be carried over into the beer. ^[18]

Varieties

Guinness stout is available in a number of variants and strengths, which include:

• Guinness Draught, sold in kegs and widget cans and bottles—4. Draught beer (also known as draft beer or tap beer) has several related though slightly different understandings A widget is a device placed in a container of beer to manage the characteristics of the beer's head. 1 to 4. 3% alcohol by volume (abv); the Extra Cold is served through a super cooler at 3. Alcohol by volume (abbreviated as abv or ABV) is a standard measure of how much alcohol ( Ethanol) is contained in an Alcoholic beverage 5°C (38. 3°F). ^[19]
• Guinness Original/Extra Stout—4. 2 or 4. 3% abv (Ireland, UK, mainland Europe), 4. 8% abv (Namibia/Southern Africa), 5% abv (Canada) and 6% abv (United States, Australia, Japan);
• Guinness Foreign Extra Stout, is a 7. 5% abv version sold in Europe, Africa, the Caribbean and Asia. The basis is an unfermented but hopped Guinness wort extract shipped from Dublin, which is added to local ingredients and brewed locally. The strength can vary, for example, it is sold at 5% abv in China, 6. 5% abv in Jamaica and East Africa, and 8% abv in Singapore. ^[20][21] In Nigeria a proportion of sorghum is used. Guinness Nigeria plc is a Nigerian Brewery founded in 1962 Guinness and Unilever are the main shareholders although some of the shares Sorghum is a genus of numerous species of grasses, some of which are raised for grain and many of which are used as Fodder plants either cultivated or as part Foreign Extra Stout is blended with a small amount of intentionally soured beer. ^[22]
• Guinness Special Export Stout, sold in Belgium and The Netherlands—8% abv;
• Guinness Bitter, an English-style bitter beer—4. 4% abv;
• Guinness Extra Smooth, a smoother stout sold in Ghana, Cameroon and Nigeria—5. 5% abv;
• Malta Guinness, a non-alcoholic sweet drink, produced in Nigeria and exported to the UK and Malaysia;
• Guinness Mid-Strength, a low-alcohol stout being test-marketed in Limerick, Ireland from March 2006^[23] and Dublin from May 2007^[24]— 2. Limerick (pronounced /ˈlɪmrɪk/ Luimneach in Irish) is a city and the county seat of County Limerick in the Province of Munster Ireland (pronounced /ˈaɾlənd/ Éire) is the third largest island in Europe, and the twentieth-largest island in the world Dublin (ˈdʌblɨn/ /ˈdʊblɨn or /ˈdʊbəlɪn/, bˠalʲə aːha klʲiəh or cliə(ɸ is both the largest city and capital of Ireland. 8% abv;
• Guinness Red, brewed in exactly the same way as Guinness except that the barley is only lightly roasted so that it produces a lighter, slightly fruitier red ale, began test-marketing in Great Britain in February 2007—4. 2% abv. ^[25]
• In October 2005, Guinness introduced the Brewhouse Series — a limited-edition collection of draught stouts available for roughly six months each. The first stout in the series was Brew 39, which was released in Dublin from late 2005 until early 2006. It had the same alcohol content (ABV) as Guinness Draught, used the same gas mix and settled in the same way, but had a slightly different taste. Many found it to be lighter in taste, somewhat closer to Beamish stout than standard Irish Guinness.
• In May 2006, the second in the Brewhouse Series was introduced, named Toucan Brew after the famous Guinness toucan seen in many advertisements for the stout. This beer had a crisper taste with a slightly sweet aftertaste due to its triple-hopped brewing process.
• The third of the series—North Star—was released in October 2006 and availability was extended into late 2007 at which point it gradually disappeared from bars. Three million pints of North Star were sold in the latter half of 2007. ^[26] Despite an announcement in June 2007 that the fourth Brewhouse stout would be launched in October that year,^[27] no new beer appeared and, at the end of 2007, the Brewhouse series appeared to have been quietly cancelled.
• In March 2006, Guinness introduced the "surger" in Great Britain. The surger is a plate-like electrical device meant for the home. It sends ultrasonic waves through a Guinness-filled pint glass to recreate the beer's "surge and settle" effect. The device works in conjunction with special cans of surger-ready Guinness. Guinness tried out a primitive version of this system in 1977 in New York. The idea was abandoned until 2003, when it began testing the surger in Japanese bars, most of which are too small to accommodate traditional keg-and-tap systems. Since then, the surger has been introduced to bars in Paris, but there is no intention of making it available to the French public. Surgers are also in use in Athens, Greece. Athens (ˈæθənz Αθήνα Athina,) the Capital and largest city of Greece, dominates the Attica periphery as one of the world's Greece (Ελλάδα transliterated: Elláda, historically, Ellás,) officially the Hellenic Republic (Ελληνική Δημοκρατία The surger for the USA market was announced on November 14, 2007; plans are to make the unit available to bars only. The United States of America —commonly referred to as the Events 1533 - Conquistadors from Spain under the leadership of Francisco Pizarro arrive in Cajamarca, Inca Year 2007 ( MMVII) was a Common year starting on Monday of the Gregorian calendar in the 21st century. ^[28]
• Withdrawn Guinness variants include Guinness's Brite Lager, Guinness's Brite Ale, Guinness Light, Guinness XXX Extra Strong Stout, Guinness Cream Stout, Guinness Gold, Guinness Pilsner, Guinness Breó (A slightly citrusy wheat beer), Guinness Shandy and Guinness Special Light.
• For a short time in the late 1990s, Guinness produced the "St James's Gate" range of craft-style beers, available in a small number of Dublin pubs. The beers were: Pilsner Gold, Wicked Red Ale, Wildcat Wheat Beer and Dark Angel Lager.
• A brewing byproduct of Guinness, Guinness Yeast Extract (GYE), was produced until the 1950s. Guinness Yeast Extract, commonly known by its initials GYE, was an Irish savoury spread made from Yeast extract.

Pouring and serving

What Diageo calls the "perfect pint" of Draught Guinness is the product of a lengthy "double pour", which according to the company should take 119. Draught beer (also known as draft beer or tap beer) has several related though slightly different understandings 5 seconds. ^[29] Guinness has promoted this wait with advertising campaigns such as "good things come to those who wait". " Good things come to those who wait " is an Advertising slogan used by Diageo in television cinema and print Advertising campaigns promoting

Ideally a pint of Guinness should be served in a slightly tulip shaped pint glass as opposed to the taller European tulip glass or 'Nonic' glass which contains a ridge approx 3/4 of the way up the glass. A pint glass is a drinking vessel made to hold either a British pint of 20 Fluid ounces (an " imperial pint" or an American pint of On the way to the tap, the beer is passed through a chiller and is forced through a five-hole disc restrictor plate in the end of the tap, which increases the fluid pressure and friction, forcing the creation of small bubbles which form a creamy head. The Foam on top of Beer is called a head. It is caused by bubbles of Carbon dioxide rising to the surface The glass is then rested until the initial pour settles, and the remainder of the glass is then filled with a slow pour until the head forms a slight dome over the top of the glass. ^[30] Some bartenders also draw a simple design, using the flow of Guinness from the head of the tap, such as a shamrock in the head during the slow pour. A bartender ( barman, barkeeper, barmaid, mixologist, tapster among other names serves Beverages The shamrock, a symbol of Ireland and a registered trademark of the Republic of Ireland, is a three-leafed old white Clover, sometimes of

This tradition comes from when Guinness was served from the cask, and initially older beer was poured into a glass until it was 3/4 full, then left to stand. When ordered by the customer, the glass was topped up from younger, gassier beer, producing the traditional head. As the beer is no longer blended from different ages of beer, the double pour is no longer required for the mixing of beers but is still maintained as it produces a better pint as the head does not over fill the glass and need to be discarded.

Sinking bubbles

A long time subject of bar conversations is the Guinness cascade, where the gas bubbles appear to travel downwards in a pint glass of Guinness. ^[31]

The effect is attributed to drag; bubbles that touch the walls of a glass are slowed in their travel upwards. Bubbles in the centre of the glass are, however, free to rise to the surface, and thus form a rising column of bubbles. The rising bubbles create a current by the entrainment of the surrounding fluid. A current, in a River or Stream, is the Flow of Water influenced by Gravity as the water moves Downhill to reduce its See Entrainment for other types Entrainment is the movement of one Fluid by another As beer rises in the center, the beer near the outside of the glass falls. This downward flow pushes the bubbles near the glass towards the bottom. Although the effect occurs in any liquid, it is particularly noticeable in any dark nitrogen stout, as the drink combines dark-coloured liquid and light-coloured bubbles. ^[32][33]

Advertising

Guinness uses the harp of Brian Boru as its trademark. The Coat of arms of Ireland is Blazoned as azure a harp or stringed argent - a gold Harp with silver strings on a St A trademark or trade mark, represented by the symbols ™ and ®, or mark is a distinctive sign or indicator used by an individual This harp from approximately the 14th century, which is on view at Trinity College, Dublin, has been a symbol of Ireland since the reign of Henry VIII (16th century). Trinity College Dublin ( TCD; Irish Coláiste na Tríonóide Baile Átha Cliath; Latin: Collegium Sacrosanctae et Individuae Trinitatis Reginae Henry VIII (28 June 1491 &ndash 28 January 1547 was King of England and Lord of Ireland, later King of Ireland and claimant to the Kingdom of Guinness adopted the harp as a logo in 1862; however, it faces left instead of right, as in the Irish coat of arms. A logo ( Greek el λογότυπος = el-Latn logotypos is a graphical element ( Ideogram, Symbol, Emblem, Icon, Sign)

Guinness has a long history of marketing campaigns, from award-winning television commercials to beer mats and posters. Alcohol advertising is the promotion of Alcoholic beverages by Alcohol producers through a variety of media.

Guinness's iconic stature is partly due to its advertising. The most notable and recognisable series of adverts was created by Benson's advertising, primarily drawn by the artist John Gilroy, in the 1930s and '40s. John Thomas Young Gilroy ( May 30 1898 &mdash April 11 1985) was an English artist and illustrator best know for his advertising Benson created posters that included phrases such as "Guinness for Strength", "Lovely Day for a Guinness", "Guinness Makes You Strong," "My Goodness My Guinness," (or, alternatively, "My Goodness, My Christmas, It's Guinness!") and most famously, "Guinness is Good For You". The posters featured Gilroy's distinctive artwork and more often than not featured animals such as a kangaroo, ostrich, seal, lion, and notably a toucan, which has become as much a symbol of Guinness as the harp. A kangaroo is a Marsupial from the family Macropodidae (macropods meaning 'large foot' The Ostrich ( Struthio camelus) is a large Flightless bird native to Africa (and formerly the Middle East) Pinnipeds ("fin-feet" lit "winged feet" or fin-footed mammals are a widely distributed and diverse group of semi-aquatic marine Mammals comprising The lion ( Panthera leo) is a member of the family Felidae and one of four Big cats in the Genus Panthera. Toucans are a family Ramphastidae, of Near-passerine Birds from the Neotropics (i (An advertisement from the 1940s ran with the following jingle: "Toucans in their nests agree/Guinness is good for you/Try some today and see/What one or toucan do. A jingle is a memorable Slogan, set to an engaging Melody, mainly broadcast on Radio and sometimes on Television commercials. ") Dorothy L. Sayers, then a copywriter at Benson's, also worked on the campaign; a biography of Sayers notes that she created a sketch of the toucan and wrote several of the adverts in question. Dorothy Leigh Sayers ( IPA: usually pronounced /ˈseɪɜrz/ although Sayers herself preferred /ˈsɛːz/ and encouraged the use of her middle initial to facilitate this Guinness advertising paraphernalia, notably the pastiche booklets illustrated by Ronald Ferns, attracts high prices on the collectible market. Ronald Ferns ( 14 October 1925 – 2 December 1997) was an English illustrator designer cartoonist and surrealist painter ^[34]

In the late 1980s and early 1990s in the UK there was a series of humorous adverts featuring Rutger Hauer. Rutger Oelsen Hauer (rʏtxər ulsən hʌuər born January 23, 1944) is a Golden Globe -winning Dutch Film Actor.

The 1994-1995 Anticipation campaign, featuring actor Joe McKinney dancing to "Guaglione" by Perez Prado while his pint settled, became a legend in Ireland and put the song to number one in the charts for several weeks. Anticipation is an award-winning Irish Advertisement launched by Diageo in 1994 to promote Guinness -brand draught Not to be confused with Joe McKinney (Writer Joe McKinney is an Actor and occasional voice-over artist from Dublin. Dámaso Pérez Prado ( December 11, 1916 in Cuba - September 14, 1989 in Mexico) was a Cuban Mexican The advertisement was also popular in the UK where the song reached number two.

In 2000, Guinness's 1999 advertisement Surfer was named the best television commercial of all time in a UK poll conducted by The Sunday Times and Channel 4. Surfer is a critically acclaimed integrated advertising campaign launched in 1999 by Diageo to promote Guinness -brand draught Stout The Sunday Times is a Sunday Broadsheet Newspaper distributed in the United Kingdom and Republic of Ireland. Channel 4 is a public-service Television and Radio broadcaster in the United Kingdom centred around a television channel of the same name which began This advertisement is inspired by the famous 1980s Guinness TV and cinema ad, centred on a surfer riding a wave. The 1980s advertisement not only remained a popular iconic image in its own right but also entered the Irish cultural memory through inspiring a well known line in Christy Moore's song "Delirium Tremens". Christopher Andrew 'Christy' Moore (born 7 May 1945 in Newbridge County Kildare, Ireland is a popular Irish Folk singer, songwriter and Guitarist. Delirium tremens (colloquially the DTs, " the horrors " " the fear "" the shakes "" jazz hands "" Surfer was produced by the advertising agency Abbott Mead Vickers BBDO; the advertisement can be downloaded from their website. Abbott Mead Vickers BBDO is a UK -based Advertising agency which has produced several well-known Television commercials including Several ^[35]

Guinness won the 2001 Clio Award as the Advertiser of the Year, citing the work of five separate ad agencies around the world. The Clio Awards are given to reward creative excellence in Advertising and Design. ^[36]

In 2003 the Guinness TV campaign featuring Tom Crean won the gold Shark Award at the International Advertising Festival of Ireland,^[37] while in 2005 their Irish Christmas campaign took a silver Shark. ^[38] This TV ad has been run every Christmas since 2003 and features pictures of snow falling in places around Ireland, evoking the James Joyce story The Dead, finishing at St. James's Gate Brewery with the line "Even at the home of the black stuff they dream of a white one". James Augustine Aloysius Joyce (2 February 1882 &ndash 13 January 1941 was an Irish expatriate writer widely considered to be one of the most influential writers of the "The Dead" is the final short story in the 1914 collection Dubliners by James Joyce. St James's Gate Brewery is a brewery in Dublin, known as the home of Guinness.

Their UK commercial noitulovE, first broadcast in October 2005, was the most-awarded commercial worldwide in 2006^[39] In it, three men drink a pint of Guinness, then begin to both walk and evolve backward. noitulovE (" Evolution " backwards is a British television and cinema advertisement launched by Diageo in Their 'reverse evolution' passes through an ancient homo sapiens, a monkey, a flying lemur, a pangolin, an ichthyasaur and a velociraptor until finally settling on a mud skipper drinking dirty water, which then expresses its disgust at the taste of the stuff, followed by the line "Good Things Come To Those Who Wait". The official name of the ad is "Noitulove"—which is "Evolution" backwards. This was later modified to have a different endings to advertise Guinness Extra Cold, often shown as "break bumpers" at the beginning and end of commercial breaks. The second endings show either the homo sapiens being suddenly frozen in a block of ice, the ichthyasaurs being frozen whilst swimming, or the pool of muddy water freezing over as the mud skipper takes a sip, freezing his tongue to the surface.

Guinness's 2007 advert, directed by Nicolai Fuglsig and filmed in Argentina is titled "Tipping Point". Nicolai Fuglsig (pronounced fuel-see is a 36 year-old Danish commercial director and former photo journalist For a topic outline on this subject see List of basic Argentina topics. It involves a large-scale domino chain-reaction and, with a budget of £10m, is the most expensive advertisement for the company so far. Dominoes (or "dominos" generally refers to the individual or collective gaming pieces making up a domino set (sometimes called a deck or pack ^[40][41]

Guinness worldwide sales

Sales of Guinness in Britain and Ireland declined 7% in 2006. ^[42]

Guinness has a significant share of the Africa beer market, where Guinness has been sold since 1827. About 40 per cent of worldwide total Guinness volume is brewed and sold in Africa, with Foreign Extra Stout the most popular variant. The Michael Power advertising campaign was a critical success for Guinness in Africa, running for nearly a decade before being replaced in 2006 with "Guinness Greatness". Michael Power is an Advertising character, the cornerstone of a large Marketing campaign by the beer company Guinness to promote its products in

In 2006, Canada was the fastest growing Guinness draught market in the world and on St. Patrick's Day in 2006, more Guinness was sold in Canada than in Ireland. ^[43]

Guinness sales in the United States showed a 9% increase. The United States of America —commonly referred to as the ^[44]

Merchandising

During Saint Patrick's Day outside Ireland, Guinness merchandise is available in many places that sell the drink. Saint Patrick's Day (Lá ’le Pádraig or Lá Fhéile Pádraig) colloquially St Merchandise includes clothing and hats, often available from behind the bar after a specified number of pints of Guinness have been purchased.

There is a popular tourist attraction for Guinness at St. James's Gate Brewery in Dublin, called the Guinness Storehouse, where a self-guided tour of the attraction starts with an overview of the ingredients used to make Guinness followed by a step-by-step description of how Guinness is made. St James's Gate Brewery is a brewery in Dublin, known as the home of Guinness. After this a small amount of Guinness is provided to follow with a video of how Guinness is regularly tested by a panel of tasters and the visitor is shown how to properly taste Guinness. The rest of the tour includes many things such as the coopering trade within Guinness many years ago, a section dedicated to the advertising and merchandising efforts of Guinness over the years, and a section dedicated to historical artifacts and footage relating to Guinness. Traditionally a cooper is someone who makes Wooden staved vessels of a conical form of greater length than breadth bound The tour finishes with a free pint of Guinness at the top of the building in the Gravity Bar, where the pint may be enjoyed with a 360-degree view of Dublin. A bar and a restaurant are available to visitors during the tour and a full selection of Guinness merchandise is available to purchase.

Cooking

Guinness is often used as an ingredient in cooking, typically in stews or pies or as a base for a batter in which fish is deep fried.

See also

• St. James's Gate Brewery
• Stout
• Arthur Guinness
• Guinness share-trading fraud
• Guinness World Records

Sources

References

External links

• Guinness official website
• Proposition 3-17

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