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€3.5m multi-sensory visitor experience celebrates Kilkenny's brewing history
The much-anticipated Smithwick's Experience Kilkenny has been unveiled, just in time for the August bank holiday weekend. Located in the old Victorian brewing building on Parliament Street in Kilkenny City, this multi-sensory and interactive experience will take visitors on a journey through the medieval origins of brewing on the site of the St. Francis Abbey Brewery to the arrival of John Smithwick in the 1700's, and right up to the present day. Visitors will be fully immersed in the history of Smithwick's, Ireland's oldest beer brand, the amazing heritage of the Smithwick's family and its place in Kilkenny, a city steeped in history and brewing tradition.
"Smithwick's Experience Kilkenny has been modeled on the Guinness Storehouse, Ireland's number one international visitor attraction. It is an engaging experience that will provide an interactive way of understanding the amazing history of an iconic brand and its brewing credentials. Kilkenny and the surrounding area is already a wonderful, culturally rich tourist destination and we believe that the Smithwick's Experience Kilkenny will further add to this," commented Mark McGovern, Manager, Smithwick's Experience Kilkenny.
Paul Carty, Managing Director at Guinness Storehouse also stated, "Smithwick's Experience Kilkenny is a major investment by Diageo Ireland and we believe that we have created an experience that will mirror the successes of the Guinness Storehouse. We believe that Smithwick's Experience Kilkenny will be a major boost for the tourism potential of Kilkenny and the surrounding region and anticipate that we will be welcoming tens of thousands of visitors through our doors each year."
"We are delighted to welcome this fantastic new addition to the cultural city of Kilkenny. Smithwick's Experience Kilkenny will be a key component in the ongoing plans for the development of the ‘Medieval Mile' which will run from Kilkenny Castle to St. Canice's Cathedral" said Gary Breen, Fáilte Ireland.
We believe that it will become one of Ireland's leading attractions and further cement the South East on the Irish tourist trail", he continued.
Visitors will enjoy a tour that includes a life-size holographic monk which showcases the origins of brewing on the site together with living portraits of the key Smithwick's family members. During the tour, the Smithwick's brewing process will be brought to life, with visitors having the opportunity to experience the smells, tastes and textures of the raw materials involved in creating the perfect pint of ale.
French, German, Spanish and Italian speaking visitors will be offered an audio guide to take them through the tour, which lasts approximately 70 minutes. A wide range of unique Smithwick's merchandise will be available for purchase in the retail store located on the ground floor.
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Notes to Editors
Smithwick's has been brewed since 1710, and in that time the brewers have learned a thing or two about beer. A seven time winner of La Monde gold medal, 300 years on, Smithwick's is still a favourite with ale drinkers today. In 2011, Smithwick's launched Smithwick's Pale Ale and in 2013, Smithwick's Winter Spirit was launched. Smithwick's Long Summer is the latest seasonal addition to the range.
Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, JεB, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.
Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at www.diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.
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For further press information, please contact:
Clodagh Hogan or Justine Luykx at Wilson Hartnell – 01 6690030
Clodagh (087 7746128) / firstname.lastname@example.org
Justine (086 8595597) / email@example.com
We are open 7 days a week
March - October: 10.00am - 6.00pm (last admission is at 5pm)
November - February: 11.00am – 5.00pm (last admission at 4pm)
Stroll through the centuries on the Smithwick's Experience Kilkenny interactive tour
Multilingual audio guides let you experience the Smithwick's story your way
The Smithwick's and Smithwick's Experience Kilkenny words and associated logos are trade marks © Diageo Ireland 2016
Operated by MKF Property Services Ltd., registered number 442608
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