Hot Pickle

Core disciplines: Brand Activation, Events, Experiential marketing



Travel Retail you can Taste




Our brief was to offer the international traveller a unique opportunity to engage with the world of Guinness in a way never experienced before. Diageo challenged us to create the first concept store for the Guinness brand, working alongside themselves and Aer Rianta International.


Hot Pickle delivered a global first for Diageo with the launch of the Guinness Export House. The state-of-the-art concept store was launched in May 2017 within Terminal 2, Dublin Airport.

Custom designed from conception to completion, the Guinness Export House is an innovative retail solution for the travel retail sector. It offers the globally mobile consumer a unique opportunity to experience the world of Guinness like never before.  Visitors are invited to sign up for a three beer tasting experience, which is taken care of in the expert hands of a Guinness Beer Ambassador. The tasting experience focuses on a range of Guinness beers and offers consumers a unique insight into the extraordinary world of Guinness.

We worked closely with both Diageo and Aer Riante International to originate an experience that engages and delights the customer. Every element, every touch point focused on showcasing Guinness’ exceptional brewing credentials.

Hot Pickle were involved at every stage of the process. From helping define the retail strategy and customer experience through to designing the environment, developing the brand identity, creating the product packaging and even delivering all spoken and screen content for the tasting experience.


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