E-Malt.com News article: 4278

Ireland: Drinks group Diageo has recently announced it is planning to locate a new marketing and branding operation for Guinness in Dublin. Diageo said 30 people with international marketing experience were being recruited to staff the operation, which will be based at the Guinness brewery in Dublin's St James's Gate, according to Finfacts Business News.

Diageo Ireland chairman Brian Duffy said: “I am very pleased that the global brand team and the innovations services are located in the heart of Dublin, the spiritual home of the brand. “It is highly significant that the stewardship of Ireland’s most iconic brand should come from here and the entire team are looking forward to helping build the success of Guinness beer in markets around the world.”

The expansion will add 13 employees for the Guinness branding operation and a further 17 staff to work on other Diageo brands, which include Baileys, Smirnoff and Johnnie Walker whiskey. The expansion is being supported by Enterprise Ireland, which also backed Diageo’s EUR 35 million investment in a state-of-the-art production centre in Waterford last year.

Diageo said it was also planning to move Guinness brewing for the UK market to St James's Gate this summer as part of a EUR25 million investment that will see output double at the facility.

Guinness production for Britain is now coming out of Dublin after the close of its London brewery and switch to St James’s Gate. The move meant a 50% increase in Guinness output.

Diageo employs around 2,200 people in Ireland. 1,700 people are employed in three breweries in Dublin, Dundalk and Kilkenny, with 500 employees at facilities in Northern Ireland.


23 February, 2005