E-Malt.com News article: 3418

DB Breweries announced on 08 October 2004 that it is about to launch two new concept bars, each offering a unique drinking experience. The ‘House of Ales’ will open in Nelson by the end of the month, while the ‘Papatoetoe Clubrooms’, a Tui brand bar, will open in the Papatoetoe township on 13 October. Each bar is the first of its kind, designed to service particular socialising occasions. The House of Ales is a vibrant and welcoming bar that creates the beer occasion by offering a wide range of local and international beers to satisfy the most discerning drinker. The Papatoetoe Clubrooms is a community local, there to serve all with a cold beer, warm hospitality and a hearty meal. This is a bar to suit all occasions from birthday dinners to work drinks, or a mid-week game of pool. DB Breweries’ category development manager, Grant Caunter, is very excited and confident about the release of the two new concept bars. “We have been researching and planning these new drinking environments for a considerable time. These bars are designed to be unique and flexible to their own market, yet consistent enough in their flavour and feel to operate nationwide,” he says. The House of Ales will be a collection of independent outlets that share a common passion – beer. Based on excellence, the bars will act as ambassadors of beer culture; you can even have your own personalised handle behind the bar! The service is fast paced and staff are educated to recommend that perfect brew. With beers sourced from around the world, the House of Ales is sure to present you with that special drop from holidays past, served in your local neighbourhood.

“While the House of Ales offers an international experience within a local environment, the Tui Clubrooms concept is all about your community and servicing its hospitality needs,” says Mr Caunter. “The Papatoetoe Clubrooms will be the first of many bars designed to create the Tui experience. The venue will embrace the beer occasion and everything that Tui stands for - a hungry locale and a playful punter”. About three years ago DB Breweries started creating new drinking environments, responding to the market’s progression away from traditional six o’clock swill establishments. By matching award-winning beer, such as Monteith’s, and great food with local environments, DB successfully launched itself into the concept bar market. Today there are 12 Monteith’s concept bars nationwide. “DB is committed to expanding the on-premise market and the concept bar is a very successful strategy that we plan to explore further,” says Mr Caunter. “These two new bars are soon to offer drinkers more socialising occasions. Local markets will dictate the pitch and style of each of these outlets, but there is one thing you can be assured of – a fantastic beer occasion”.


10 October, 2004