The Porterhouse Group is currently targeting the events market in preparation for the launch of a visitor centre at its new Dublin brewery in Glasnevin next year.
Business development director Elliot Hughes has stated that the visitor centre will "probably be primarily events-focused", reports the Irish Independent.
Hughes proceeded to explain, "We're not going to get people queuing up at 10, 11, 12 o'clock in the morning like you do in the Guinness Storehouse…we don't have the passing trade. What we do have is a Luas line that will bring people to corporate events, that will bring people to a gig that we might be doing on a Friday evening, it'll bring people in groups rather than individually."
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Hughes also commented on an investment drive recently started by the Porterhouse Group via the Employment and Investment Incentive Scheme, saying, "We plan to double our production of spirits next year and expand aggressively in the North American market. We also have advanced plans to develop a state-of-the-art visitor centre at the distillery in Dingle. The investment will allow us to rapidly scale up our production capacity by several orders of magnitude to meet enormous international market demand for our gin, whiskey and vodka brands."