Guinness and Rockshore sales soar by 53% at Belfast International Airport following major bar revamp

Brendan Gallagher, Key Account Executive, Diageo; ​Steven ​Davidson, Commercial Investment ​Manager, Diageo; Megan ​Armstrong, General ​Manager, ​Belfast International ​Airport; ​Chris ​Annon, Company Director, Mount ​Charles.

Passengers travelling through Belfast International Airport are increasingly choosing a final taste of familiar Irish brands before take-off, with sales of Guinness, Rockshore and other Diageo draught products surging by 53% at the airport’s Northern Quarter Bar & Kitchen.

The significant increase in pint sales comes just months after hospitality provider Mount Charles launched a new partnership with drinks giant Diageo and completed a major investment in the airport venue.

Irish brands proving a hit with travellers

Mount Charles says the growth has been driven by strong passenger demand for well-known Irish brands, underlining the continued popularity of Guinness and Rockshore among both local travellers and international visitors passing through Northern Ireland’s busiest airport.

The figures suggest passengers are increasingly seeking out recognisable and trusted brands as part of their airport experience before departure.

The boost follows the introduction of Diageo’s draught portfolio at the venue earlier this year as part of the new partnership agreement.

Investment in quality and consistency

As part of the collaboration, Diageo invested in new pouring infrastructure and enhanced staff training programmes designed to improve consistency and maintain quality standards in a high-volume airport environment.

The investment has allowed staff at Northern Quarter to deliver what both companies describe as a premium serve experience for passengers moving through the busy transport hub.

The partnership forms part of a wider effort to elevate the food and beverage offering available to travellers using Belfast International Airport.

Part of £1 million refurbishment project

Northern Quarter Bar & Kitchen reopened earlier this year after temporarily closing to allow for a major refurbishment programme.

Mount Charles invested £1 million in transforming the venue, creating a modern 180-seat restaurant and bar aimed at improving the passenger experience.

The upgraded facility also includes a dedicated Bewley’s coffee dock, broadening its appeal to customers looking for either a meal, coffee or drinks before boarding their flight.

The refurbishment is one element of Belfast International Airport’s wider £100 million transformation programme, which is currently reshaping facilities across the airport site.

Strong early results for partnership

Brendan Gallagher, Key Account Executive, Diageo; ​Steven ​Davidson, Commercial Investment ​Manager, Diageo; Megan ​Armstrong, General ​Manager, ​Belfast International ​Airport; ​Chris ​Annon, Company Director, Mount ​Charles.

Chris Annon, Company Director at Mount Charles Group, said passengers increasingly expect quality and recognisable brands as part of their travel experience.

“Passengers want quality, recognisable brands before they travel, and Guinness has quickly become a key part of the Northern Quarter offer, which is reflected in the significant increase in sales we’ve experienced recently.

“This partnership with Diageo has allowed us to bring one of Ireland’s most iconic brands into a busy airport setting, while continuing to raise the standard of food and drink available at Belfast International Airport.”

Brendan Gallagher, Key Accounts Manager at Diageo, said demand for the company’s products had mirrored the strong reputation the brands enjoy both locally and internationally.

“The response to Guinness, Rockshore and much of our draught portfolio at Belfast International Airport has been fantastic.

“These brands have a strong connection with consumers across Ireland and around the world, so it makes sense to see that demand reflected in a major travel hub.

“We’re pleased to be working with Mount Charles and look forward to building on the early success of the partnership.”

The early performance of the partnership suggests familiar Irish brands continue to hold strong appeal for travellers, while also highlighting the growing importance of food and beverage experiences within modern airport terminals as operators compete to improve the overall passenger journey.