EXCLUSIVE: Craft beer firm chooses Cheltenham for milestone expansion
Summary
Award-winning Siren Craft Brew has chosen Cheltenham for its first venue outside Berkshire. The independent company founded in 2013 will open at The Brewery Quarter later this year- taking over the former BrewDog site. Based in Wokingham, the brand supplies craft beer nationally and operates three venues in Finchampstead, Swallowfield and Reading.
Details
The Cheltenham opening will be a significant milestone for the company as it expands beyond its home region for the first time. Siren will take over the vacant Unit 3 in Henriette Street later this year and on Thursday (June 18) applied for a premises licence to sell alcohol and hot food from Monday to Wednesday 10am-1am, Thursday to Saturday 10am-2.30am and Sunday 10-1am.
Darron Anley, founder of Siren Craft Brew , said: “As we explored opportunities beyond Berkshire, The Brewery Quarter quickly emerged as one of the most attractive locations we looked at. “Cheltenham has a strong reputation for quality food and drink, a thriving visitor economy and a customer base that actively seeks out premium experiences.
“The site itself offers a fantastic opportunity for us to showcase everything that makes Siren special – from fresh beer and exclusive releases to great food and hospitality. We’re excited to bring the brand to a new audience and take this next step in our growth.” It is also good news for The Brewery Quarter following the closure of BrewDog in March.
It shut its doors after the company collapsed into administration, with the loss of 19 jobs in Cheltenham. Mr Anley has previously credited BrewDog with helping influence the creation of Siren by sparking his interest in craft beer and that its loss was a “significant blow” to the industry.
Dominic Brady, director at KLM Real Estate, which worked on the deal on Siren’s behalf said the unit becoming available at The Brewery Quarter was a “rare opportunity to secure a flagship location”. He added: “Siren Craft Brew had been searching for the right opportunity to support its first expansion beyond Berkshire and The Brewery Quarter stood out from the outset.
The combination of a high-quality scheme, strong operator mix and Cheltenham’s affluent catchment made it an excellent fit for the brand.” Cheltenham-based Martin Commercial Properties are leasing agents for The Brewery Quarter. Director Nikki Kontarines said: “We’re delighted to welcome Siren Craft Brew to The Brewery Quarter.
They are one of the UK’s most exciting independent beer brands and exactly the kind of operator that helps keep the destination fresh, distinctive and experience-led. “For Siren to choose Cheltenham for its first venture outside Berkshire is a significant endorsement of both the town and The Brewery Quarter.”
Report source: Punchline Gloucester