Arthur Guinness / "Guinness"

Home

In small Irish small village Selbridzh there lived Arthur Prajs. It was the archbishop and did not wish to plunge into wordly vanity. For this purpose it has employed in a service of local resident Richard Ginnessa which successfully combined duties of the messenger and the managing director. To conduct an economy to it son Arthur helped. So the history of one of the brewing companies most well-known in the world Arthur Guinness became which founder has begun.

Young Arthur went to school, and at leisure together with the father in a cellar of the house of the archbishop cooked an ale. Once it has come on job as usually, and has learnt, that the owner has died. It happens in 1752. The generous Mr. has left the Price in the inheritance it with the father on 100 pounds.

buy blog reviews

On this money Arthur could dare to rent in 1756 small brewery in Lejkslipe where together with younger brother Richard it has started to cook an ale on sale. In three years 34-year-old Arthur has passed affairs to the brother, and itself has got over to Dublin. There it has found for a long time not working brewery in the city southwest. Rent cost 45 pounds a year, and it was possible to remove it for almost infinite term - 9000 years. Certainly, such favourable conditions should involve Arthur, and he has signed the contract.

In 1799 Arthur Ginness has made the fatal decision: it has stopped manufacture of an ale and has started to cook dark beer with the cream foam, become subsequently a firm product of the company. In 1803 at the age of 78 years Arthur Ginness has died. About his life it was saved a few information, but it is enough certificates of financial success. It is known, that in the inheritance to the wife and children Arthur has left 25 thousand pounds (about 865 thousand pounds on present money). From its ten survived children (and all at their Arthur was 21) three - Arthur II, Benjamin and William Lannel - have continued business of the father and became the first representatives of powerful dynasty Ginnessov, or "ginnastii" as it sometimes name.

When the father has died, to the second Arthur Guinness 35 years were executed. As they with the father worked many years together, neither in brewing, nor in a business management the son was not the beginner. In 1803 Arthur II has incurred reins of government the company which sold 809 thousand gallons of beer Guinness a year. In 52 years, by time of its death, annual sales have grown to 4 million gallons.

As a result at Arthur II break-even sales level grew on 10 % every year. Napoleon's wars have led to economic recession, but thanks to Arthur's skilful management the brewery has stood. Also Arthur became the managing director of bank of Ireland, the president of the Dublin chamber of commerce, a member of a society of farmers of Ireland. It continued to work till last days lives and has lived till 87 years, in the achievements considerably having surpassed the father. Only Arthur's personal status II (not considering the means placed by it in family trastovyh funds) has made about 9 million pounds in recalculation on present money.

The third son - Benjamin Li who supervised over the company the next 13 years became its successor. In 1851 Benjamin Li has been selected the Lord Mayor of Dublin, and in 1867 on set of merits the title of a baronet has been welcomed it. Thus, descendants of the simple groom from Selbridzha have risen on a social ladder on one step above. Benjamin Li has died in 1868, having continued tradition of seniors Ginnessov - to leave to children the much bigger inheritance, than they have received. Its status was estimated in 1,1 million pounds (65 million pounds at a today's course).

The fourth under bill Ginnessom, family business, Edward Sesil became headed. It has received a title of the lord of Iwo, and has died, being the second in the list of the richest Englishmen (by then Edward Sesil Ginness has got over to London). At Edward Sesile in 1886 the company became public, the family has reserved a controlling interest.

Whether Rupert Edward Sesil Ginness became the second lord of Iwo. Its board is remarkable that at him the company has started to be engaged for the first time in beer advertising. At that time all British economy was captured by scale crisis which has led to break-even sales level falling. Therefore advertising occurrence was, more likely, a compulsory measure. With Ruperta Ginnessa the dynasty decline, which representatives of a steel to carry out in the company more and more decorative functions has begun. After the Second World War they enticed from other firms of professional managers and passed them an operational administration the company. Former there was only its name - Arthur Guinness ` Son and Co., Ltd.

Benjamin Ginness, the third lord of Iwo, has inherited a title in 1967. Then it became the chairman of board Guinness - last of Ginnessov who headed family business. In 1986 because of poor health Benjamin Ginness has left from a post of the chairman of board. Its place was occupied the with the first not-ginness - Ernest Sonders who not only legally, but also has actually headed the company.

Last fifteen years of a steel for the company extremely rough. Were in them and loud international scandal, and some years of struggle for tarnished reputation restoration, and gradual rehabilitation. But all it already history of other firm which connects with Arthur Ginnessa's child only the name.

First advertisement Guinness has placed in newspaper Daily Chronicle in 1929. It said: «to Quality and only quality Guinness it is obliged by that has managed to become the largest brewing company in the world». Hardly the well-known slogan later was born: «Guinness is Good For You» ("Ginness" it is good for you «). At the first nonprofessional sight it seems, it is what is it too simple, however, consciousness of the consumer easily seizes.

The pelican, trying to keep on the beak seven mugs of beer became first advertising "person" of the company. It was followed by an ostrich with glass Guinness which has got stuck in a throat. This advertising has called a stream of letters from the fans of beer who were perplexed as the glass could get to an ostrich to a throat. Artist John Gilroj has explained, that the ostrich tried to imitate a sea lion from circus, juggling with a glass on a beak tip, and then has thrown it in air and has swallowed, that the invaluable product was not gone in vain. The morals are simple: even the ostrich who is not able to drink correctly beer, fine understands, that Guinness it is good. In 1935 on light has appeared tukan which became, probably, most known of the birds ever advertising Guinness. One more well-known poster from John Gilroja represented the person bearing, apparently, very heavy bench. The advertising slogan sounded this time: „ Guinness - for strength "(" Ginness “- for strong»). The son of the artist, the engineer by a trade, has specified to the father, that the person incorrectly bears a bench, and that in a life it could not keep it in such position. Gilroj has listened to council and has altered the poster. The poster has got such popularity, that habitues of bars began to ask to bring together with beer it the same bench that they too could try the forces.

Then company Guinness began to place consistently advertisements in leaders British weekly and the monthlies which audience was more refined. For its attraction more original approach was required. And Guinness began to use parodies to known verses. Among authors, podvergshihsja to alteration, were Edward Lir, Dzheffri CHoser, Henry Longfello, William Vordsvort and John Keats. The parody to Lewis Carroll's verses had especial success. It is for certain known, that after its publication the sales volume «Alisy in the Country of Miracles» and «Alisy in the World behind the looking-glass» has sharply grown.

Also Guinness has started to place advertising in university editions. To draw attention of the formed audience, advertisement makers of the company have composed verses in Latin. This invention also has appeared successful, and so, that some verses together with drawings accompanying them were reprinted by newspaper The Times. It hardly probable not a unique case when any product was advertised in the English edition in Latin language.

In November, 1951 the operating director of company Guinness, sir Hju Biver, hunted in a county Wexford in the southeast of Ireland, and there to it there was a significant case. He has seen flying by by rzhanku, has aimed, has shot and has missed the mark. In the evening, having a drink in a local pub pivko together with friends, he has recollected the failure. One of interlocutors to console the friend, has assumed, that Biver simply should miss, as golden rzhanka - the fastest bird in the world. This statement has been immediately denied by other participant of a wine party who considered that there are birds who fly faster. Dispute on high-speed possibilities rzhanki has pushed Bivera on thought that every evening visitors of 85 thousand with superfluous pubs in the Great Britain and Ireland discuss the questions similar to it. And as it would be quite good, if in the course of discussion they could address to an authoritative source in which data on "world record-holders" in the most different areas would be collected. Such edition would become at once the best seller, has thought Biver, and has started to operate. Having returned to the London office, he has told about incident to the colleague Christopher Chateueju. Together they have decided to invite to a lunch of brothers of Norris and Rossa Makuirterov which owned news agency in London. Have met, have talked over and have made decision in common to let out the Book of records Ginnessa.

The first edition of the unique book left in August, 1955. Biver it has appeared the rights: the book has immediately won first place in the list of best sellers. Some months have been sold for the first more than 50 thousand copies. And by 1956 the sales volume has passed for a mark of 5 million copies. The first not English edition was French, it has appeared in 1962. Today the Book of records Ginnessa is published in 18 languages.

In 1974 it has been sold 23,9 million copies of the Book then it recognised the most on sale from all books protected by copyright. Thus, the Book of records Ginnessa itself became the champion.