Joule’s Brewery has split into two divisions reflecting a ‘re-focussed’ approach to its pub estate, managing director Steve Nuttall has told M&C Report.
Nuttall also revealed that the brewery completed this week on its first leasehold – the Mainwaring Arms in Whitmore, Staffordshire.
The 43-strong estate will now be split between the Brewery Retail and Brewery Sales divisions.
Nuttall said brewery retail, headed up by Neale Chandler, would focus on the branded sites while brewery sales, with Chris Nicholson at its head, would focus on the 14 standalone pubs.
He said: “We felt we needed a refocused approach to what had become two different offers. Our branded pubs, which were previously known as our tap houses, have a very strong connection with Joule’s and the feedback we’ve got from customers is they very much want to feel like they are walking into a Joule’s pub.”
He said the brand was focussed around three key concepts – beer and food pubs; destination beer houses and local beer houses. Five pubs had recently been moved into these categories, Nuttall said.
On the brewery sales team, he said: “It’s the established team but we have broadened out what they do. We are aiming our offer at the independent on-trade and supporting them in a whole range of ways. We are looking at our drinks offer and thinking of extending our guest range.”
He said the company was in the market for new sites but in the brewery sales division “we would only do that if we had a partner”.
On his latest acquisition, Nuttall said the brewery had been approached by the Mainwaring Estate to take on the pub, as it was once run by the original Joule’s Brewery.
He said: “It’s something very different for us but it was something we couldn’t really say no to. It’s such a prestigious building and the historical link makes it really special.
“We would like to do some work there but it will be a small, steady integration. It’s such a historic site, it’s a bit of a sacred cow.”
