Scottish craft beer giant BrewDog is pressing ahead with plans for Australia’s first beer hotel, set to be located in inner-Brisbane.
The initiative is part of the company’s two-year expansion push, which also includes launching several new sites across Australia and entering the New Zealand market by 2023.
The DogHouse Brisbane is set to be built as an extension of the brewery’s existing site, the DogTap—a 3000sq m state-of-the-art brewery and canning facility located in Murarrie—which has been operational since early-2020.
The proposed pet-friendly hotel will be equipped with shower beer fridges and will feature hotel-room draft beer taps filled with freshly-brewed IPA.
The hotel’s soaps and body washes will all contain beer, the mini bars will be loaded with craft from across the world.
The Brisbane hotel will be based on the model of BrewDog’s first craft-beer hotel, located in Columbus, Ohio, alongside the brand’s US headquarters.
Its US hotel offers 32 beer-themed rooms, including eight deluxe suites, overlooking the brewery’s large beer barrels; beer-paired continental breakfast; multiple bars and a full-service restaurant; and craft beer-infused soaps and shampoos.
▲ Brewdog said it also had plans for its first location in Sydney, Melbourne, Perth and Auckland—complete with micro brewing facilities.
Since launching in 2010 through a crowdfunding scheme, BrewDog—the first carbon-negative brewery in the world—has amassed over 180,000 investors.
In 2018, the company launched BrewDog Airlines to complement its DogHouse hotel in Ohio.
The group chartered a Boeing 767 aircraft for beer tasting events at altitude, flying patrons from the UK to its headquarters in the US.
Brewdog now hold 80 bars globally and opened their first alcohol-free bar in London last year and has sounded out plans for a virtual bar concept in Australia.
“It’s been a pretty wild ride so far, but we have ambitious plans for Australia and New Zealand, building a fast-paced sustainable business that can be a force for good,” BrewDog Australia chief executive Ed Bott said.
“We can’t wait to bring our relentless obsession with incredible craft beer to the rest of the country and for our Punks to be able to head to their local BrewDog bar and get their paws on our freshly brewed Aussie beers.”
BrewDog has since extended its crowdfunding initiative—to assist with the rollout of its new locations—until late March in Australia and has also opened up the raise to New Zealand.
Bott said the current raise had exceeded the initial $300,000 target and is currently sitting at over $600,000 with over 900 investors to date.
The beer giant has also appointed Cushman and Wakefield to “find the right location, between 500sq m to 1000sq m, for its second bar in Brisbane—a 400-seat taproom set to be operational by the end of the year.
It also has plans to upgrade its Murarrie facility with new mezzanine levels and function spaces, bringing the outlet’s total capacity to about 800.
The DogHouse Brisbane is expected to open mid-2022, while new BrewDog sites in Sydney, Melbourne and Perth are on the cards between now and 2023.
Article Source: theurbandeveloper.com
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