If you had to guess at what the number one tourist attraction was in Ireland, would you guess that it is... a brewery?
Guinness Storehouse (www.guinness-storehouse.com) opened in November 2000, in what was originally one of the factory buildings. In March 2004, Guinness welcomed their 2 millionth customer - an annual draw of 750,000+ visitors/year! The Storehouse won the prestigious Themed Entertainment Association Award (THEA) for 'Outstanding Achievement' by an International Visitor Center in 2003 - it really is quite a handsome exhibit, 4 acres over several floors, with a central atrium shaped like a giant ale glass. They are located a short walk or bus ride from the city center, and have free parking.
Guinness was founded in the mid-1700s by Arthur Guinness, using a £150 legacy left to him by his godfather, the Archbishop of Cashel. It was run by the Guinness family for 227 years. Guinness treated his employees well, with wages 10-20% above local average, guaranteed widow's pensions, paid vacations (unheard of at the time), and provided free benefits like medical care, homes, education etc, plus free beer - truly a man ahead of his time.
We only had to wait in line twice: 1) for tickets (€13.50 adult/€30 family/€9 students + seniors), and 2) to get our free drink at the Gravity bar afterwards. They're open 9:30am-5pm daily (till 9pm July/August), and only closed 4 days per year.
The tour is entirely self-guided with a beautifully designed brochure that guides you through the museum. While there is a fairly logical progression to the tour, starting at the lowest levels and how Guinness is made, working up through different aspects of the Guinness experience, you are not forced to take them in a particular order. Stairs, elevators and escalators connect the various levels.
If you follow the layout, however, you start out by learning about the main ingredients in Guinness: barley, water, hops, and yeast. The first two floors of the exhibit are rather deafening due to the waterfall, but this is a trendy museum and quite unique among brewery tours.
On the higher floors, learn about the history of Guinness, see some of their advertising (both print and televised). One of the highlights for me was seeing the gorgeous antique harp which has lent itself to the trademark of Guinness: a golden harp on a dark background.
Once you have had your fill of Guinness history, head up to the top floor to the Gravity bar, where floor-to-ceiling windows provide a 360-degree view of Dublin and beyond. The acrylic token they give you back also has a dime-sized sample of Guinness embedded in it; it's a cute souvenir.
If this hasn't been enough Guinness for you, stop downstairs on the way out and stock up on Guinness-branded things ranging from T-shirts to jewelry to pure kitsch, or even the Guinness-infused chocolates. (They're quite tasty.)
The Archbishop would be proud.