New Midlands Visitor Attraction Opens
Burton upon Trent, Staffordshire, UK – 27th April 2010 – The National Brewery Centre, the much-anticipated, world-class visitor attraction, will open on Saturday 1st May 2010. Situated in the heart of the town that is synonymous with the British brewing industry, Burton upon Trent, the new centre will serve as a focal point for the celebration of the far-reaching influence that the town’s pioneering brewing methods have had throughout the world. The site was originally home to the Bass Museum and more recently the Coors Visitor Centre, which closed during the summer of 2008. With the support of the brewer Molson Coors UK, Planning Solutions Ltd, the company behind this new venture has made some fundamental changes, which will broaden its appeal – particularly to families. Mike Stickland, chairman of Planning Solutions, said: “We are looking forward to welcoming visitors to The National Brewery Centre.” “We have been overwhelmed by the level of support in the town and from the industry as a whole. We’ve assembled a fantastic team here in Burton and they have all been working very hard to get everything ready. “I’m sure that the visiting public will be pleased with what we have done to the site. Brewing history will come alive.” ‘Pepper’s Ghost’ – a holographic presenter starts off the tour, leading visitors on an entertaining journey through the evolution of brewing, from its ancient origins right through to the present day. After this introduction, visitors can explore the hundreds of displays, artefacts and exhibits that are located around the site, including a vast scale model of Burton in 1921 – showing the true extent of the mighty capital of brewing at that time. There are six performers on site who, in authentic period costume, recreate real characters from the town’s history, including: Michael Thomas Bass II, brewery workers, a school mistress and an inn keeper. They will stay in character and interact with visitors, taking them back to a bygone age – offering an insight into life in Victorian times. Adults will be able to sample four different ales in a beer tasting master class – learning how the different ingredients and techniques can influence taste, aroma and appearance. Transport played an important role in the development of the industry and it is well represented at The National Brewery Centre. The mighty Shire horses, Major and Trooper, will be in the Centre’s stables during weekends, school and Bank Holidays. People will be able to get up close and meet the magnificent creatures. There’s a collection of vintage vehicles that have been used in the brewing industry, from fire trucks to a 1920s Daimler in the shape of a bottle that was originally used to deliver advertising materials to pubs. Steam enthusiasts will appreciate the No.9 Locomotive and Directors Carriage alongside a mock-up of a Victorian station platform. There’s also a working Robey steam engine that was once used to power a maltings. After fully exploring all that the Centre has to offer, visitors can relax in the café, or dine in style in the Brewery Tap bar and restaurant. The restaurant offers a high-quality gastro-pub menu that is sourced from fresh local produce, where available. There are also a range of ‘Beer Bites’ available which are a similar concept to Spanish Tapas. These dishes have been designed as the perfect accompaniment to the selection of six real ales on offer – many of which will have been brewed specially for the Centre by the on site White Shield micro-brewery. It is planned that this brewery will be moved into a new area of the site so that it can become part of the visitor experience. This is expected to take place during the late summer months of 2010 and it will enable visitors to see at first hand how some of its famous real ales are created. Steve Wellington, head brewer, said “I’m absolutely delighted to see the Centre open. We’ll now have the opportunity to recreate some real ales for visitor in the new William Worthington Brewery– many of which won’t have been commercially available for decades. Visitors will also be able to see the process of brewing first hand whilst in the old Joiners Shop, where the new brewery will be located. It really is a very exciting project and one that that I am proud to be part of.” Leading beer writer and historian, Pete Brown, whose latest book called Hops and Glory, retraced the route of Burton’s famous India Pale Ale (IPA) from Burton to Calcutta. He commented: “Burton-on-Trent is the spiritual home of British brewing, renowned around the world as one of the most historic and important brewing sites on the planet. In recent years it's been heartbreaking to see this legacy seemingly being lost. The National Brewery Centre is a giant step in restoring Burton to its former glory.” Graeme Whitehead of Destination Staffordshire, the Destination Management Partnership (DMP), commented: As the primary marketing agency for tourism in Staffordshire, we much regretted the closure of the previous visitor attraction on this site. So we are overjoyed that it is to be re-opened with a wider scope and appeal and in the capable hands of operators, who we respect and know will make the new centre work. The Centre will prove, I’m sure, to be a key addition to the already strong and broad range of Staffordshire’s tourism product.” Roger Protz, editor of the Good Beer Guide, who campaigned for the museum to be re-opened, said: "Britain has a fascinating brewing history and Burton-on-Trent has been at the heart of British brewing for centuries, first with Burton Ale then India Pale Ale and pale ale - beer styles that transformed brewing on a world scale. That history will now get the attention it deserves with The National Brewery Centre, which highlights the key role of Burton in developing Britain's unique beer styles. “But the centre is about more than history -- it's also about the future, too. The revival of both real ale and craft breweries in the Burton area chime with the opening of the centre. As well as audio-visual displays and artefacts, the centre will have a living, working brewery producing beer of the highest quality. There will be rooms and suites for meetings, seminars, conferences and research. I urge all who love and treasure British beer to use the centre to the full.” Further details can be found at the website http://www.nationalbrewerycentre.co.uk ENDS Notes for Editors: Opening Times Visitor Attraction 10am – 6pm Every day, except Christmas Day Brewery Tap Bar and Restaurant 11am – 11pm Every day, except Christmas Day Admission Prices (peak times) Adult £8.95 - including the tour and 4 sample beer tastings. OAP/Concession £6.95 - including the tour and 4 sample beer tastings. Child (3-10 years) £4.95 Family (2 adults and 2 children) £24.95 Annual tickets are available. Group admission prices apply. Address: The National Brewery Centre Horninglow Street Burton upon Trent DE14 1NG United Kingdom Contact Details: Telephone: +44 (0)1283 532 880 Email: info@nationalbrewerycentre.co.uk Website: http://www.nationalbrewerycentre.co.uk Planning Solutions Ltd Planning Solutions Ltd is privately-owned British company that specialises in the operation of leisure businesses, which includes the popular Conkers Discovery Centre in the National Forest. Based in Hampshire, the company employs around 100 people and in the year ending 2009 had a turnover of approximately £4m. Founded by Mike Stickland, the Company’s Chairman, Planning Solutions can trace its history back to the Rank Group, where it was the former Rank Holidays and Hotels Developments division and was responsible for developing the Oasis Forest Holidays product which was acquired by Center Parcs. Its sister company, Planning Solutions Consulting Ltd, specialises in consultancy for the development and planning of all types of leisure, tourism and regeneration projects and works for clients throughout the world. More details can be found on the company’s website: www.pslplan.co.uk
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