The Smithwick's Experience visitor centre in Kilkenny has launched a new tour designed to teach participants more about the ale once brewed in the city and the role played by the Smithwick family in the evolution of that drink.
The Masters of Ale Experience is now running on Friday and Saturday evenings, with Thursdays to be added from the start of June following a trial period over the winter and will complement the existing, traditional tours of the former brewery located in the centre of Kilkenny.
The new attraction includes a "sensorial tasting masterclass" as well as a pint-pouring tutorial and a journey back in time to find out more about the Smithwick family.
"It has been timed as a pre-dinner or night out activity to help continuously develop the night-time economy in Kilkenny city," Smithwick's Experience manager Ignacio Peregrina explains.
"Because it's our last tour each day, visitors will have plenty time to really immerse themselves in this very special multi-sensory experience."
She described it as "a more immersive and experiential beer experience" and "a must" for the culturally curious, as well as beer enthusiasts.
Tour guide Simon Walsh, whose family worked on the site for generations, said the new tour has been tweaked to meet customer demand.
"On this tour we get to really explore the brewing process, the flavours and what makes Smithwick’s so special, so popular and appreciate all of the ingredients that go into our brew," he said.
"We’re very proud of the Masters of Ale tour and really look forward to guiding even more visitors through these iconic gates as the busy tourist season now begins."
Management hope the tour will help attract greater numbers of visitors from Ireland, Europe and the US to the Smithwick's Experience, which now includes sensory-friendly tour times as well as enhancements such as The Barrel Yard, an outdoor space in the traditional brewery yard which is set to be used as a venue throughout the summer for live music, DJ sessions, street food vendors and more attractions.
