Now we’ve come across a short piece by humourist Paul Jennings published in The Times on 10 November 1959 which provides, first, further evidence of the status of Guinness before it became ubiquitous and (in the view of many or even most beer geeks) bland:
It seems that Messrs. Guinness are convinced that the most widely remembered of their famous posters is the one with the workman carrying off the girder. Well, that is not the first image that comes to me… I think first of those great big glasses of Guinness with a moony smiling face in the froth… This smile is the nearest they have got to expressing the true mana of Guinness — that great Irish mystery and paradox, the light froth from the unimaginable dark heart of the liquid, the light from darkness, like the laughter and wit that well up from the Irish soul itself… I, like any other non-Irish consumer of Guinness, drink it because it is there… [in] the sense in which Mallory said that Everest was there. I might drink beer automatically, but Guinness is a thing, it has to be reckoned with. Drinking Guinness is a conscious act, like playing the piano or reading poetry, only much easier.
(Note, by the way, what looks almost like an early example of saying ‘a thing’ being a thing…)
In addition, he also provides some observations on packaging and public perception that bring to mind the present-day chat around contract brewing and transparency:
It is a fact that three-fifths of the Guinness drunk in this country is brewed at Park Royal, that great functional-looking place that looked like an atomic power station before atomic power was invented when it was opened in 1936. It is full of vast stainless steel vats and marvellous pipes and machines and science graduates… [and] has had a head brewer a world-famous statistician — but all this was kept very dark because, as everybody knows, or thinks he knows, the special quality of Guinness comes from the waters of the Liffey… Now that they have started selling some Guinness in cans, for instance, it is reported that in pubs in Wales they think the cans have come from Dublin, whereas the bottles contain rotten old English Guinness.
Finally, he goes on to suggest that, even though St James’s Gate brewery was just as hi-tech and sterile as Park Royal, there was some truth in the myth because export brewing (that is, for hot countries) did take place there:
[The] science graduates have worked the amount of ‘x’ you must put into a bottle of Guinness for it to taste as a bottle of Guinness would taste to a man in the Red Lion, to a man in a tin shack in Borneo, after it has been humped and banged half-way round the world. If you can manage to get some of this Export Guinness before they have exported it, you will find that this means quite a lot of ‘x’.
That’s a nice way of putting it and makes us think that Guinness today really could be saved if they turned up the X dial.