Editor's Interview with Jay Sethi of Diageo Beer Company regarding the Guinness Tap Room coming to Chicago in 2023

Recently, Guinness made the announcement that they will be opening a taproom in Chicago's Fulton Market. The space is scheduled to open in the spring of 2023.

We had a chance to chat with Diageo Beer Company's CMO Jay Sethi about Chicago, what we can experience and Chicago-specific merchandise on the way
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• Guinness has a long history in Chicago, especially with such a strong Irish community in our city. How long have fans been wanting a taproom in Chicago?
  • Guinness and Chicago definitely have a strong bond, so this has been a long time coming. The city has shown us so much hospitality over the years, and we can’t wait to return the favor with world-class beers, great food and good times. Our focus will also be on engaging with and giving back to the community.
• How will this location differ from Dublin and Baltimore?
  • Every Guinness project always brings in the Guinness magic everyone loves and expects, and this taproom will be no different. The Guinness Chicago taproom will, however, deliver an American craft beer experience that is authentically Guinness – but also DISTINCTLY CHICAGO. We have experienced great success with the Baltimore brewery – and a large part of that is attributable to the connection we’ve been able to make with the community, so we do hope to replicate that aspect as well. The Chicago taproom will build on Guinness’ DNA of community building and driving brand affinity for our beers in the market. In terms of size of brewing operations, the 10 BBL system we will have onsite is comparable to the one we currently have in Baltimore.
  • As for Dublin, there will be similarities to the Open Gate Brewery within St. James’s Gate, as we’ll plan to create completely new and unexpected Guinness beers for America – just as our Dublin counterparts are doing for Ireland.
• Why was Fulton Market the perfect location?
  • It’s one of the fastest growing parts of Chicago and has become one of Chicago’s most dynamic areas. Having been referred to as a ‘foodie mecca,’ the area is a former meat-packing district and is full of historic warehouses that have been turned into fantastic hospitality establishments. The area also places us within walking distance of public transportation hubs.
• Getting my Guinness certification to pour the perfect pint was a special moment for me when touring the location in Dublin, will we be able to do that here?
  • That is such a quintessential, singular St. James’s Gate experience, and we won’t be copying it. But rest assured, we’ll aim to create an unforgettable experience for our visitors that is both distinctly Guinness and distinctly Chicago.
• I know we are a year and a half away - but will there be special Chicago Guinness merchandise being planned as well?
  • That is a safe bet. More to come for sure.
• When it comes to St. Patrick's Day in Chicago, many people in Chicago and around the globe raise a pint of Guinness with family and friends. How are you hoping the Guinness Taproom in Chicago will be the perfect place to meet for the holiday in March of 2023
  • Our best estimate is 13 million pints worldwide on St. Patrick’s Day
  • The most important thing for a great celebration is making sure that all are welcome. We will welcome all guests of legal drinking age, and younger guests are welcome to enjoy our food offerings and cultural offerings (such as music and non-advertising-related art), when accompanied by an adult. We are developing what specific types of programming will look like – stay tuned.

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