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For beer drinkers in Melbourne, the name Beer DeLuxe needs little introduction. In fact, for beer drinkers from anywhere who have been to Melbourne it probably needs little introduction. Just like Thorny Devil, the award winning Australian beer, understands people’s desire. For its unique beers and ciders with irresistible flavours. Our beers and ciders will leave you totally enrapt with its taste and quality.
Five Star Treatment
The flagship venue in Fed Square was turned into one of the best beer venues in the country by visionary management. Around the start of the decade, it had been collecting awards for the Best Beer List in Australia along the way. Post-Australian International Beer Awards hangout for the beer industry, the venue graduated to become Good Beer Week’s Festival Hub.
There has been the odd speed bump along the way. New owners took over the venue with a promise to expand the Beer DeLuxe brand across and outside Melbourne. By then, there was an initial loss of direction at the original site that led to consternation among some in beer circles. Consternation that only grew when copper tanks pouring “Brewery Fresh” Carlton Draught were installed, complete with ostentatious copper pipes carrying the beer over drinkers’ heads to the bar.
From Two to Six
Two became three when the owners turned Paddy’s in Albury into a Beer DeLuxe. More in look than nature with the vast majority of taps still pouring beers from Lion and CUB. In the next few weeks those three venues will become five. The Armada Hospitality Group prepares to open Beer DeLuxes in Wagga Wagga and Sydney; a sixth venue is mooted for Brisbane..
Ahead of the openings we chatted with Tom Allan, Beer DeLuxe’s marketing and sales manager. The talk goes about the steady northward course being plotted by the venture. We started by asking about the attraction of regional towns like Albury and Wagga. That is rather following the common logic of attempting expansion straight into another big city, to which his matter of fact reply was inarguable: “Because they’re thriving inland metropolises and they love beer as much as the rest of Australia. Why should they miss out?”
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