Diageo has officially reopened a brewing chapter in central London with the launch of the Guinness Open Gate Brewery London, marking the brand’s symbolic return to Covent Garden more than a century after brewing last took place there. Located in Old Brewer’s Yard, a site with over 300 years of brewing history, the GBP 73 million investment complements Guinness’s earlier industrial-era presence in west London and reflects a shift toward experiential brand destinations.
For much of the 20th century, Guinness’s London footprint was defined by the Park Royal brewery, opened in 1936 as a cornerstone of UK production. At its peak, the site supplied stout nationwide and stood as one of the capital’s most recognisable brewing landmarks. Brewing at Park Royal ended in 2005 as production was consolidated in Dublin, bringing large-scale Guinness brewing in London to a close after nearly 70 years. Unlike Park Royal’s high-volume industrial role, the new Covent Garden site is positioned as a small-scale, consumer-facing brewery focused on innovation, hospitality, and storytelling rather than mass production.
The 54,000-square-foot venue, opening to the public on 11 December, houses a working microbrewery led by Hollie Stephenson, producing limited-edition beers, seasonal specials, non-stout styles, and low-alcohol options. Core Guinness stout and Guinness 0.0 will continue to be brewed at St James’s Gate in Dublin but served on site alongside London-made beers, with annual experimental output capped at around 750,000 pints.
Beyond brewing, the site is designed as a premium hospitality and tourism destination. Two restaurants curated by chef Pip Lacey showcase British produce with Guinness-led pairings, supported by a large courtyard bar in Old Brewer’s Yard intended for casual dining, community gatherings, and events. Guided brewery tours, tasting sessions, immersive digital storytelling, and two retail spaces with exclusive collaborations complete the offer.
The opening forms part of Diageo’s wider strategy of expanding global brand homes. London becomes the fourth Guinness Open Gate Brewery worldwide, following Dublin, Baltimore, and Chicago, and sits alongside the Guinness Storehouse, which marks its 25th anniversary this year. The group expects more than 500,000 visitors in the first year, reinforcing London’s role as a key Guinness market.
Economic and social impacts also feature prominently. Up to 250 jobs are being created, and the site will act as a southern UK hub for Learning for Life, Diageo’s hospitality training programme, which has already supported more than 8,000 people into industry roles nationwide. Event spaces will be made available to local groups without hire fees, underlining a community-led approach distinct from the former Park Royal production model.
