Diageo has launched a Guinness Export House concept at Dublin Airport in partnership with retail business ARI, which operates The Loop complex in Terminal 2.

The concept allows consumers to “immerse themselves in the Guinness culture” while sampling the brand’s beers.

The partnership said it “aims to transport elements of the Guinness St James’s Gate experience in Dublin to the airport”.

Guinness global content creation and innovation director Gavin Krenski said: “Guinness Export House represents a unique opportunity to tell the Guinness story through taste and experience. With the potential to roll-out globally in partnership with ARI, it’s a big bold concept for a pioneering, ambitious brewer.”

ARI chief executive Jack MacGowan added: “Diageo understands today’s savvy consumers are not content with just grabbing a bottle off a shelf, they want to learn more about a brand and experience it first-hand before buying it.”