Building on the success of 2017, we created an experience that took fan enjoyment to the next level; the GUINNESS Village at the 2018 Cheltenham Festival. Our mission was simple; give horse racing fans the best experience that they’ve ever had at a race course. This means, ensuring queueing times are shorter, that the Guinness serve is perfect, that the racecourse can be accessed with ease and that entertainment is free-flowing throughout the day.

We always believe in making the experience more seamless. This quest for enhancement had led us towards EPOS contactless systems which we installed across the GUINNESS Village. We gave staff daily training to ensure that customer comfort came first, from pulling the perfect pint guiding guests towards shorter queues.

Market share for GUINNESS at this year’s festival was at its highest ever, and with overall sales of competitors decreasing significantly, we didn’t need to place any bets in order to win big at the races!