The new innovative was created by London-based agency, Hot Pickle, and has targeted the travel retail sector by inviting visitors to sign up for a three beer tasting experience lasting approximately 20 minutes.

The tasting experience will focus on a range of Guinness beers and offer consumers an insight into the brand.

Gavin Krenski, Guinness global content creation and innovation director, said: “The 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 with a continuing thirst for discovery.”

Rupert Pick, co-founder of Hot Pickle, dded: “This project has been one of those rare collaborative projects where we have been involved at every stage of the process.

“From helping to 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.”