Guinness to create pounds 350m business park in London
Thursday 08 January 1998
The scheme involves creating offices with underground parking. Bars and a health and fitness centre will be built along with new housing. Guinness's brewing arm will also get a new headquarters building as part of the plan.
Guinness has teamed up with London and Regional Properties to renovate the 60-acre site.
The proposals also envisage a new underground and bus interchange station to link the existing Piccadilly and Central lines and local buses, while a new road access off the A40 is also planned. Construction work is expected to start in early 1999, with completion scheduled for 2006.
Guinness first opened the Park Royal brewery in 1936 to work alongside its main site in Dublin.
The move is the latest chapter in the transformation of Guinness under Tony Greener, its chairman. Mr Greener recently orchestrated a merger with Grand Metropolitan to create Diageo, the biggest drinks group in the world.
Mr Greener and John McGrath, his counterpart at Grand Metropolitan, have recently embarked on the process of restructuring the combined group's spirits division, a process which is likely to take at least six months and lead to more than 2,000 job losses around the world.
In a separate move, Guinness divulged plans for a new marketing strategy in an attempt to woo younger drinkers to its famous black beer.
The company, which enjoys an 83 per cent share of the UK stout market, is looking to expand the market by targeting 20 to 25-year-olds via music festivals, comedy clubs and sporting events such as surfing.
Sponsorship deals Guinness has entered into include the Fleadh festival of Irish music in London and a chain of comedy clubs called Jongleurs.
"Our core drinker is aged 25-35, but we are quite weak in the 20 to 25- year-old age group," said Jeremy Probert, brand publicity manager for Guinness. "One way of hitting those people is through music, comedy and sport."
- 1 Replica Back to the Future Hoverboard released
- 2 Katie Hopkins attacked me on Twitter — so I reported her to the police for inciting racial hatred
- 3 Brixton squat flats now costing up to £3k per month show how out of control rent is in London
- 4 A new (old) cure for MRSA? Revolting recipe from the Dark Ages may be key to defeat infection
- 5 Gamers confess the worst things they've done in The Sims
Costa Concordia: Shipment of Mob drugs was hidden aboard cruise liner when it hit rocks off Italian coast, investigators say
Brixton squat flats now costing up to £3k per month show how out of control rent is in London
A new (old) cure for MRSA? Revolting recipe from the Dark Ages may be key to defeat infection
Jeremy Clarkson 'could be given minder' ahead of a potential Top Gear return
Germanwings crash: 'Andreas Lubitz planned to marry pregnant girlfriend', claims German report
Ukip supporters are 55 or older, white and socially conservative, finds British Social Attitudes Report
Street preacher quoting from the Bible fined for calling homosexuality an 'abomination'
Jeremy Clarkson sacked live: Alan Yentob 'wouldn't rule out' ex Top Gear host's BBC return
Woman filmed launching racist tirade against men on the Tube for speaking in 'own lingo'
The West has it totally wrong on Lee Kuan Yew
David Cameron calls Labour 'hopeless, sneering socialists' while announcing 7-day NHS plans
iJobs Money & Business
£45000 - £50000 per annum + benefits : Ashdown Group: A highly successful, glo...
£50,000 - £55,000: Neil Pavier: Are you a professionally qualified commercial ...
£45,000 - £55,000: Loren Hughes: Are you looking for a new opportunity that wi...
Circa £45,000-£50,000 + benefits: Sheridan Maine: Are you a newly qualified ac...