Edinburgh beer palace Brewhemia has a fresh look after extending its partnership with Molson Coors for another year.
The deal sees Coors’ Staropramen brand continue to dominate the Market Street entrance to Brewhemia with a re-designed and relaunched frontage.
Once again, the design prominently features a working clock reminiscent of the Astronomical Clock in Prague – the home city of Staropramen – as well as representations of the beer tanks customers will find inside the venue.
Brewhemia specialises in serving fresh tank beer, with Staropramen one of the venue’s biggest sellers. General manager Daniel Wylie told SLTN the venue was keen to renew the partnership, but with a refreshed look.
“The clock has stayed. That’s a great centrepiece, and it’s a great tie to Prague,” he said. “It’s also quite functional, because you don’t see that many buildings with clocks on nowadays.
“That has stayed, and we’ve moved the copper tanks to be side by side with the clock, again being fed by the clock, but the designers came up with the idea that the beer tanks could be almost ‘popping’ like a Champagne bottle and spraying the beer out. So the metalworkers used that idea and have created a 3D structure for each of the arches which indicates the beer cascading over the arch.
“That’s the base install. There’ll be florals and touches that go on throughout the year, culminating at Christmas to keep it evolving through the seasons.”
Wylie added that the partnership has ‘definitely paid dividends for Staropramen in terms of their presence in venue and their rate of sale’.
James Byrne, retail development and key account manager at Molson Coors, said the intention of the eye-catching display is to ‘engage as many people as possible around Staropramen’.
“It’s an international brand, and this really gives it a prime position in Edinburgh’s on-trade,” he said.
“There’s been significant incremental growth in association with the visuals on the Market Street frontage. And I think the quality of the production outside matches the quality of the great liquids pouring from the tanks.
“The thinking there was the tank Staropramen liquid comes directly from Prague, the home of Staropramen. We wanted to emphasise the authenticity and the quality of it. And I think the Astronomical Clock captures the spirit of Prague, and the liquid certainly captures the spirit of Prague.”
