The Masters of Ale Experience, which will supplement the current, customary tours of the former brewery located in the city of Kilkenny, is now offered on Friday and Saturday evenings. Thursdays will be introduced at the beginning of June after a trial period throughout the winter.

This new attraction takes visitors on a trip through time to learn more about the Smithwick family and has a “sensorial tasting masterclass” in addition to tuition on pouring pints.

Ignacio Peregrina, the Experience manager at Smithwick, says, “It has been timed as a pre-dinner or night out activity to help continuously develop the night-time economy in Kilkenny city.”

“Because it's our last tour each day, visitors will have plenty time to really immerse themselves in this very special multi-sensory experience.”

According to her, it's “a more immersive and experiential beer experience” and “a must” for both beer connoisseurs and those who are interested in culture.

Simon Walsh, a tour guide who has worked at the location for generations, stated that changes had been made to the new trip to satisfy visitor 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 stated.

“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.”

The management of Smithwick's Experience hopes that the tour will draw more tourists from Ireland, Europe, and the US. The experience now offers sensory-friendly tour times and new features like The Barrel Yard, an outdoor area in the former brewery yard that will host live music events, DJ sets, street food vendors and other events all summer long.