another Atomic report, page-6

I agree with luvox. It’s a bit confusing .
This is from the story :

.. “When the brewery and taproom opens in the next 12 months, you won't find Gage Roads signatures — like the Single Fin summer ale or Atomic pale ale — instead, a new experimental sub-brand will be launching. "We see this as an opportunity to create some new beers and styles that we haven't previously done under the Gage Roads banner," says Hull.
The brand will invest $3 million into making over the 578-square-metre space, which will be home to both a brewing facility and a 250-capacity taproom......”

That seems pretty clear - ie the $3 million is being invested into a site specific brew house where the brewery is so small that at best it might deliver a few kegs to other local outlets. ( or act as a recipe testing facility?)

It’s the opposite of most franchise type expansions I have heard of which are designed to succeed because people seek out the venue because they know of the product from elsewhere (eg Boost Juice).
Officeworks keeps to a familiar format in design and layout for similar reasons - reassuring the customer of a familiar and reliable place no matter where it happens to be.

It almost seems like this will be a stand alone ‘breakaway’ from the main product.

-Possibly those visitors to the Redfern Brewhouse will be loyal to Gage when they see it in Dan Murphy’s but even then it seems a lot to invest into quite a small market.
-Promotionally it might be useful - a reinforcement of ‘boutique’ and ‘curated’ and home made’ as opposed to mass commercial.
-And possibly it would be left out of the deal in any future sale of the main business so giving management something to keep playing with ?


Or maybe Concrete Playground missed out some information but, as said from the story, I agree with luvox, it sounds a bit like a $3 million mixed message.
...And the restaurant business is traditionally difficult to break into with a traditionally fickle public ....

The concept does fit in excellently with the “Return to Craft” strategy launched in 2016 ...but in regards that directive there was another mixed fits message that disturbed me a bit a while back .

It was an interview with Miles Hull, the head of marketing at Gage Roads at the end of last year :

...... “ Hull plans to leverage changing trends he sees in the global beer industry to promote the brewer.
Astonishingly, he’s tipping a shift away from craft towards something closer to the traditional, mainstream brews of old.
....
In keeping, the “craft” term is out of favour at Gage. “Craft can be a bit too weird and wonderful,” says Hull. “The beer market is opening up to be different products with different varieties and styles that suit different palates.” Yet he believes the craft-spiked interest in provenance and locality will continue to grow. ..”

Full December 29 story here https://hotcopper.com.au/posts/37047977/single

Cheers