The Guinness Storehouse: Championing Openness Through Inclusion and Accessibility

As one of Ireland’s most recognised employers and home to one of the country’s most visited brand experiences, the Guinness Storehouse has embedded inclusion as a core organisational value. The company views openness not as an isolated policy objective but as a guiding principle that shapes its workplaces, its visitor experiences, and its role within the wider community. Through structured commitments, long term planning and evidence-based initiatives, the Guinness Storehouse continues to strengthen its position as a leader in inclusive practice within Irish business.

Embedding Openness Through Evidence and Action

Openness at the Guinness Storehouse is grounded in policy frameworks, reporting structures and long-term commitments that reflect inclusion as a foundational organisational value, recognising the importance of ensuring that every visitor feels welcome, safe and supported.

In 2023, the Guinness Storehouse identified a growing need to better accommodate visitors with additional or sensory sensitive needs. Research at that time indicated that one in 65 people in Ireland are autistic, a figure that translated to an estimated 22,600 visitors with autism to the Guinness Storehouse in 2023. This insight informed a strategic shift toward more inclusive visitor experiences.

In response, the Guinness Storehouse partnered with Ireland’s national autism charity, AsIAm, to secure official accreditation for all Diageo Irish Brand Homes, including the Guinness Storehouse, Guinness Open Gate Brewery and Smithwick’s Experience Kilkenny, as certified autism and sensory friendly venues. This accreditation gives autistic and sensory sensitive visitors, and their families, the reassurance that their needs are understood and thoughtfully supported.

To achieve certification, employees completed training designed to deepen awareness of autistic customers, their families and visitors with sensory processing differences. They introduced sensory maps, visual guides and a Charter of Inclusion outlining its future commitments to autistic communities. The organisation also joined the Sunflower Hidden Disabilities Scheme, further signalling its commitment to openness and accessibility.

Inclusive Practice in Action

The Guinness Storehouse’s inclusive commitments have been further brought to life through a range of practical initiatives. In April 2025, as part of the Guinness Storehouse’s 25th anniversary celebrations, the company marked World Autism Day by hosting a fully sensory friendly visitor day. Lighting and sound levels were adapted, capacity was reduced to 60%, and sensory friendly entertainment such as harp music, quiet zones, fidget toys and sensory kits were provided. This created an atmosphere where neurodivergent visitors could engage comfortably at their own pace.

Inclusivity is equally central within the wider organisation. PRISM, Diageo Ireland’s first Neurodivergent Employee Resource Group, was established to create a sense of belonging for neurodivergent employees and their families while welcoming allies across the business. PRISM is developing training and development content to increase neurodiversity awareness and serves as a structural commitment to psychological safety and representation in the workplace.

The Guinness Storehouse also integrates inclusion into its sustainability and responsible business commitments. In 2023, the company launched The Wrong Side of the Road, an interactive learning experience developed with the United Nations Institute for Training and Research (UNITAR). Using real stories, the experience highlights the consequences of drink driving and supports responsible drinking behaviour. This is complemented internally by clear and consistent communications designed to foster trust and a cohesive workplace culture.

Employee development is another key priority with the organisation providing structured learning, coaching, cross functional collaboration opportunities and continuous training. These measures are designed to improve retention, support new hires, and ensure all employees are well integrated into the organisation’s culture.

Accreditation across all brand homes was completed in 2024 and included comprehensive training for employees, the provision of sensory kits, visual building guides, trigger warning maps and designated low sensory tours featuring reduced noise, dimmed lighting and silenced announcements. These measures ensure that every visitor can engage with the Storehouse’s experiences with confidence and comfort.

Beyond the organisation itself, their inclusion work extends into local communities. Through projects such as the Guinness Dublin 8 Community Fund, the company supports education, community development and climate action by engaging with a diverse range of community groups. This reinforces Diageo Ireland and the Guinness Storehouse’s belief that openness and inclusion must be visible not only within the company, but across the neighbourhoods and communities it serves.

A Model of Openness in Irish Business

The Guinness Storehouse demonstrates how inclusive practices can evolve into long term organisational strength. By investing in sensory friendly venues, empowering neurodivergent employees, prioritising responsible drinking education and supporting diverse communities, the company has built a culture that values openness in both principle and practice.

These achievements align with the values at the heart of Ibec’s Open for Business campaign: strengthening social cohesion, building community trust and contributing to Ireland’s reputation as a modern, innovative and welcoming society.