BY JOHN FERRIS
I
f Arthur Guinness were alivetoday he'd be a
proud man. Paying �45 a year for the 9,000 year
lease of St James' Gate Brewery in Dublin on
New Year's Eve 1759 may haveseemed an awful
lot back then but it helped create a brand that today is
as much of a household name as Coca Cola or McDon-
ald's.
It's 250 years since the world was introduced to Guin-
ness and one of its legacies (aside, of course, from the
beer itself) has been its advertising campaigns. In the
1930s and '40s it was John Gilroy and a range of animals
including a kangaroo, a seal and most famously a toucan
that helped the Guinness brand become instantly recog-
nisable. Fast forward to modern times and the tradition
of advertising has continued on. In 2000 the Surfer adver-
tisement was voted best television commercial of all time.
The following year the company won Advertiser of the
Year award and in 2006 Noitulove, the advert where three
men drink a pint of the black stuff before evolving back-
wards was the most awarded commercial worldwide in 2006.
To mark the 250 year anniversary,September saw the re-
lease of a book celebrating Guinness' rich history, telling the
story of those advertisements as well as the people and
places behind the most recognisable drinks brand in Ireland.
Thrown in for good measure is a handful of recipes using the
stout.
"The Guinness book is just very interesting, it's a great in-
gredient to cook with," said author Paul Hartley.
"But I always tell people that it's important to burn off the
alcohol, if you don't you'll end up with something sour.In
the book you'll find a fantastic recipe for Guinness cr�pes
with wild mushrooms, you must try it. You'll get the taste
of the wild mushrooms and the crunch of the crispy cr�pe
and in the background you'll get that great Guinness
taste."
Hartley is no stranger to turning brands
into recipes � his cookbooks include names
like Marmite, Heinz Tomato Ketchup and
HP sauce.
"I started off life with some
bars in London and country
inns in the WestCountry in Som-
A pi

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