Guinness has today opened its new Open Gate Brewery in the heart of Covent Garden, London, transforming a historic site into a modern brewing and visitor destination. The £73 million development brings brewing back to Old Brewer’s Yard, a location with over 300 years of beer-making heritage.
The 54,000 square foot venue boasts a fully operational microbrewery where Master Brewer Hollie Stephenson will craft small-batch and seasonal beers, including non-stout and low-alcohol options. While on-site, Guinness and Guinness 0.0 will be served, but these will still be brewed in Dublin.
The experience includes guided tours, exclusive tasting sessions, and a 360-degree digital installation exploring the stout’s legacy in London. Visitors can also enjoy two restaurants led by British chef Pip Lacey, where menus highlight locally sourced produce and offer recommended Guinness pairings. A courtyard bar in the centre of Old Brewer’s Yard caters to casual diners and community gatherings.
Retail features prominently in the new development, with two stores offering Guinness merchandise, limited-edition collaborations, and personalised gifting options. The site also includes a dedicated private hire venue for community, cultural, and corporate events throughout the year.
Dalziel & Pow, the global strategy and design studio known for its work on the Guinness Storehouse in Dublin, has led the design of the retail strategy, way-finding and signage for the new site. The studio created the Guinness Good Things pop-up store and the Guinness Goods Market Store, embedding storytelling throughout the visitor journey. Their approach includes playful visual elements, hand-painted murals, pint-inspired signage, and characterful illustrations by Mason London, all aimed at capturing the creative spirit of Guinness while supporting orientation across the multiple buildings and entrances that comprise the site.
With London attracting over 20 million visitors annually, the launch of the new brewery marks a significant addition to the city’s tourism and hospitality sector. The site is expected to attract more than half a million visitors in its first year and will create up to 250 jobs. It will also serve as the southern UK base for Guinness’s Learning for Life hospitality training programme. The initiative has already supported over 8,000 people into industry careers, with another 100 students due to graduate from the London site from April 2026.
Barry O’Sullivan, Managing Director, Diageo Great Britain, said: “This week marks a proud moment for Diageo and Guinness in Britain. London has played a critical role in Guinness’ success throughout its history, and two centuries after the black stuff arrived in the UK capital, one in seven pints poured in the city is now a Guinness. This iconic stout has always been about bringing people together, and Open Gate Brewery London builds on that tradition, creating a vibrant space where both visitors and the local community can connect, celebrate, and experience the very best of Guinness hospitality.”
The new location is the fourth Open Gate Brewery site globally. It joins others in Dublin, Baltimore, and Chicago. This launch coincides with the 25th anniversary of the Guinness Storehouse at St James’s Gate in Dublin, which has welcomed more than 25 million visitors since it opened.
Gráinne Wafer, Global Director: Beer, Liqueur & Vodka, said: “Guinness is a brand rooted in a 267-year history but always looking forward, and this week’s opening signals the next chapter in the iconic stout’s extraordinary global story. Complementing the Guinness Storehouse in Dublin as Guinness’s definitive brand home, our fourth Open Gate Brewery will continue our commitment of providing new platforms to engage existing fans, welcome new audiences, and celebrate Guinness’ celebrated blend of heritage and innovation.”
The site also reflects a broader focus on community and sustainability. Events spaces have been made available to local residents and businesses without a hire fee, supporting the area’s cultural and creative life.
The Mercers’ Company, which owns The Yards in Covent Garden, added: “We are delighted to welcome Guinness to its new home in London within our Covent Garden estate. Collaboration was at the heart of this significant investment into London, working with Diageo to deliver a world-class attraction that further cements Covent Garden and The Yards as a leading global visitor and placemaking destination. Supporting initiatives such as Guinness Open Gate Brewery, London is central to the Mercers’ Company role as an active asset manager and helps deliver our philanthropic work.”
