Beer DeLuxe coming to Sydney
Beer DeLuxe Sydney will be situated over two floors at King Street Wharf, on the site at 9 Lime Street formerly occupied by La Cita Latin Restaurant.
At 570 square metres, its footprint is somewhere between that of the existing Federation Square and Hawthorn venues, Beer DeLuxe group marketing & sales manager Tom Allan told Australian Brews News.
“It’s going to be very similar, but you will see a bit more of an emphasis on local craft beers – NSW has got some cracking breweries,” he said.
“We’re going to have 24 lines pouring over 40 taps throughout the venue and 150-plus beers in our pack range.”
As with the other Beer DeLuxe venues, the tap lineup will feature some of the hottest beers from the craft world alongside some old favourites.
“We’re not beer snobs, we do think there’s a place for mainstream product alongside craft beers. It’s all about variety, and mainstream beers fit into that variety,” Allan said.
He said the King Street Wharf location turned out to be an easy sell for Armada owners Craig Shearer and Jason Sheather.
“When the opportunity presented itself to Craig and Jason, they went down to check it out and immediately fell in love with the harbour views,” he said.
Allan said the operational team for the Sydney venue had been assembled and they are now spending some time at the other Beer DeLuxe venues to get an idea of how they operate.
“What really keeps people coming back is exceptional customer service. It’s that Beer DeLuxe ideology that we’re imprinting on the team at the moment, so that when they launch in December it will be consistent,” he said.
At this stage the Sydney opening is slated for December 18, just a few days after the December 8 opening of the group’s fourth venue in Wagga Wagga.
Continuing its northern expansion, Allan revealed the group’s next intended opening is Brisbane in September or October next year.