Guinness

Profile

Guinness was born with the Brasserie Arthur Guinness close to the door St James to Dublin (Ireland). This beer is a Stout, a standard of beer of high Fermentation resulting from the beers Porter become famous at the 18th century with London (the United Kingdom). Its brown color almost black comes from the use for its design of torrefied malts highly and grains of roasted Orges. The layer of foam color creams which caps beer is the result of an addition of nitrogenizes during the pulling (service with the pressure). This last characteristic raises the difficulty to obtain a savor and an identical texture between Guinness been used for the pressure and those sold in Bouteille S and Canette S.

Guinness is extremely popular in Ireland. It represents the first Alcoholic drink sold in the country

History

1750 - 1800

The history begins with Leixlip in 1750, when the creator of Guinness, Arthur Guinness (1725 - 1803), built its first brewery Ale. December 31st 1759, it signs a lease of: 9000 years for a given up brewery with Dublin which will be called later the Brasserie of the door St James . He cost some to him at the time a first installment of £ 100, then £45 per annum.

Born from the influence of the to carry , of beers become very popular in England, Guinness is been used with its beginnings only with the pressure in the pubs as Ireland. But success is with go and in 1769 Guinness is exported for the first time: 6,5 bl is sent in England. The brewery will give up finally its production of lagers ale in 1799, in order to concentrate on its production of the type to carry .

1800 - 1900

Guinness benefits from the expansion of the British Empire and is exported with the four corners of the sphere (1811: Lisbon (Portugal)/1820: Guernesey, Barbados, Trinity-and-Tobago, Sierra Leone/1840: New York (the United States)/1858: New Zealand/etc). As of 1870, 10% of the sales of the company are carried out out of Ireland. Currently, the Guinness Stout is also brewed under license in certain countries throughout the world. The raw material is prepared with Dublin then sent in order to be mixed with beer produced locally.

The Guinness brewery is essential like the most important brewery on the world in 1886 with an annual production of 1,2 million Barrel S.

1900 - 2000

In 1914, the annual production reaches almost 3 million Barrel S.

The Guinness Storehouse , built in 1904, was used with the phase as fermentation until in 1988. This building of seven levels, articulated around beams of Acier which support all the structure of it, is reconverted since November 2000 in a kind of Musée/store. The architects integrated a space in form of giant Pinte into the center of the building in order to underline the set of themes of the place. The visitor can discover the history of Guinness, the process of Fabrication, a collection of Publicités (films and posters), an exposure on the artist John Gilroy, of the bar S, a Restaurant, etc In 2004, the in Guinness Storehouse had already accommodated close to 2 million visitors.

In 1988, the Guinness company invents the in floating widget to imitate the service with the pressure as well as possible. The company will receive three years later the in Queen' S Award for Technological Achievement for its invention.

2000 - today

The brewery Guinness de Park Royal with London closed its doors in 2005. It was about the first Guinness brewery built out of Ireland in 1936. All the production intended for the the United Kingdom comes from now on from the brewery of St James . The inhabitants of the United Kingdom had as a practice to think that Guinness brewed in Dublin was better than that of London.

The English newspaper The Independent announced on June 17th 2007 that the company Diageo intended to close the historical brewery of St James to sell it to property developers. Diageo confirmed that “significant changes in its production units” (“ has some significant review off its operations ”) were being studied.

Market

Key figures

It is sold in Ireland close to 1 million Pint S of Guinness each day and 5 million in the world, is on the whole 2,5 Mégalitre S (2,5.10⁶ Liters).
On the market of beers in Africa, the Guinness mark is dominant with 50% of market shares since 2000.
In 2006, Guinness knew the progression of its sales most important to the Canada. The day of the Holy Patrick in 2006, more Guinness were sold in Canada than in Ireland.

Communication

Guinness is a mark which lays out of a strong advertizing identity with the the United Kingdom, in Ireland and more recently in Africa. With the wire of time, the advertizing executives knew to benefit from the intrinsic strong personality of Guinness, with regard to its gustatory characteristics and esthetic. Thus, the Guinness mark from now on is associated with the values of force, patience and good things in life.

The mark uses a Celtic Harpe such as that of Brian Boru or the Trinity College like element of its visual identity. This model of toothing-stone dating from the 14th century is one of the traditional symbols of the Ireland since the reign of Henry VIII at the 16th century. Guinness used the toothing-stone as symbol in 1862 then like Logotype deposited in 1876. However, it is reversed compared to that of the national armorial bearings.

The other most notorious symbol of the mark is the Toucan. On a poster of the Years 1940, one could read the following slogan: “in Toucans in their nests approved. Guinness is good for you. Try summons today and see what one gold toucan C. ”, that is to say in French: “The toucans in their nest are appropriate about it. Guinness will make you good. Test in today and note what can do one (beer) or two”. The word “toucan” must be included/understood like a word game between the name of the bird and “ in (one gold) two edge (C) ”.

Rewards

Not-exhaustive list of the prices received at the time of international advertizing contests:

2000 : Better advertizing film of all times in the United Kingdom according to the Sunday Times and Chanel 4, for the spot " Surfer" (arranges: Abbott Mead Vickers BBDO).
2001 : Advertiser off the Year of the Clio Awards (international contest), for the work of 5 various agencies of communication during the year 2001.
2003 : Gold Shark Award of the Shark Advertizing Awards (Irish contest), for the spot using the history of Thomas Crean.
2004 : Silver Shark Award of the Shark Advertizing Awards , for the publicity campaign of the " No5el Irlandais".
2005 : Spiced of Gold Epica Awards (European contest), for the spot " noitulovE" diffused with the the United Kingdom (arranges: Abbott Mead Vickers BBDO, London).

Science

Manufacture

Guinness is produced starting from Eau, of Malt of Orge, Houblon and Levure of beer.

Part of the barley is brewed and cooked with the vapor, then torrefied to give to this Stout its color and its savor characteristics. The barley used comes exclusively from Ireland, just like the water which is pumped with the source Lady' S Well in the mountains of Wicklow. Contrary to the rumors, Guinness is well pasteurized and filtered since the years 1940.

Composition

In spite of its reputation of “meal in glass”, Guinness contains only 198 Calorie S by Pinte, that is to say 838 kilojoules (1460 kJ/L), which is lower than an equal skimmed milk portion or orange juice.

Guinness Draft contains nitrogenizes as well as Carbon dioxide. The nitrogen being much less soluble than carbon dioxide, the beer is under pressure without being semi-sparkling. The pressure causes the fine formation Bulle S which is at the origin of the effect “ in raw wool & settle ” ( assembled sudden & fallen down ). The softness of this Guinness is due to its low carbon dioxide level and its crémeux hat.

Guinness Original Extra Stout has a more acid taste because it contains only carbon dioxide (carbon dioxide in solution in the Eau form of the carbon Dioxide ). Guinness Foreign Extra Stout and Special Export Stout are closer to Guinness of the 19th century, which was heavier and more alcoholic.

Health

Scientific studies undertaken by the in Brewing Research International (private organization of research and analysis) show that Guinness is beneficial for the Cœur. Researchers discovered in the composition of Guinness an element Antioxydant, similar to those found in some Fruit S and Légume S, which is beneficial for health because it slows down the deposit of Cholestérol in the Artères.

Cascade Guinness

One of the typical subjects for conversation in a pub in Ireland related hitherto to the mystery of the in Guinness cascades . The gas bubbles seem to descend at the bottom it glass instead of going up on the surface. But what some thought of being a Optical illusion is, since March 2004, a scientifically proven fact.

To make simple, the differences of Température in glass create a current of convection. Thus, the bubbles go up by a central current, stagnate close to surface, then go down again on the periphery of glass.

This phenomenon of in Guinness cascades can occur in fact in any Liquide, but the contrast produces by a black beer and clear bubbles makes it more visible. According to the scientists, Guinness of Irish origin is most favourable with the observation.

Consumption

Service with the pressure

Guinness is in general preferably been useful fresh, to 6 °C. It also needs a printer specific to nitrogenizes in order to be been used for the pressure (other beers using mainly Carbon dioxide). The action of nitrogen requires more time than carbon dioxide and forms smaller bubbles. These bubbles form a dense, creamy and relatively persistent foam. According to the “rules” of the service of Guinness, one pint (approximately 50 Cl) request nearly 2 minutes (119,5 second S according to the brewery. This rule is mainly observed in Ireland and it is relatively current that the tourists of passage start to drink their pint whereas their glass is not yet completely filled, thus causing the hilarity of accustomed

Varieties

Guinness is a particular beer which supports transport badly. In order to it export, for example towards a country with tropical Climate, it is necessary to increase by it the degree of alcohol (Guinness Irish: 4,2°/Guinness West-Indian: 7,5°).

Guinness will have a different savor according to the country (more or less of alcohol), conditioning (bottle, quill, were), the service (pressure or not) and the produced alternative (draft, extra cold, gold, pilsner, etc). There thus exists, throughout the world, a large variety of Guinness, with the different characteristics.

Traditional the Drafts

The Extra Stout

The limited editions Brewhouse Series

Guinness Brewhouse Series - Brew 39 , left in October 2005, it is an alternative of Guinness in limited production (available in 300 pubs in Ireland and only with the pressure, lasting approximately 6 months).
Guinness Brewhouse Series - Toucan Brew , left in May 2006, baptized name of the bird emblematic of the mark, it is less bitter.
Guinness Brewhouse Series - North Star Brew , left in October 2006, this alternative has a rounder final savor.

Very the “local ones”

Guinness Malted , sweetened drink non-alcoholic, produced with the Nigeria and exported with the the United Kingdom and in Malaysia.
Guinness Special Export Stout , sold in Belgium and with the Netherlands (8°).
Guinness Bitter , an alternative of style “English beer bitter” (4,4°).
Guinness Extra Smooth , a creamier alternative, sold with the Ghana, the Cameroun and the Nigeria (5,5°)

Future alternatives

Guinness Mid-Strength , not very alcoholic beer tested with Limerick in March 2006 and with Dublin in May 2007 (2,8°).
Guinness Red , a Irish Red Ale (russet-red beer Irish with high fermentation) tested in February 2007 (4,2°).

Withdrawn alternatives of the sale

Guinness Yeast Extract (GYE), a by-product of Guinness sold until the Years 1950.
Guinness Brite Lager
Guinness Brite Ale
Guinness Light
Guinness XXX Extra Strong Stout
Guinness Cream Stout
Guinness Gold
Guinness Pilsner
Guinness Shandy
Guinness Special Light

Others

Guinness book : The Guinness company is at the origin of the Livre Guinness of the records which counts thousands of records. At the time of a shooting party in 1951, Sir Hugh Beaver (directing of the Guinness brewery) was involved in a debate to know among the Pluvier gilded and the Tétras, which flew most quickly. Realizing that it was then impossible to know it, even while consulting reference books, it came to him to mind that a book which would bring answers to the discussions taking place in the 81.400 pubs of Great Britain and of Ireland would have an enormous success.

the test of Student : William Gosset, more known under the pseudonym of Student, is a statistician Irish. Employed by the Guinness brewery to stabilize the taste of beer, he invented the Test of Student, today test standard in econometrics to test the nullity of a Coefficient in a linear Regression normal.

sporting patronage : The mark sponsors many sports events or cultural such as the Cork Jazz Festival since 1977, the Gaelic Athletic Association, the Championnat of England of Rugby to XV (also called Guinness Premiership ) and of the horse-races.

Appendices

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