Birmingham Based Bar Edmunds Brewhouse Increases Profits by 6% With the Introduction of a Craftmaster DigiBrew Microbrewery.
In mid 2015, Jim Dunphy, owner of the Edmunds Bar and Grill
as it was then called, was looking for an opportunity to refresh his Birmingham
City centre pub and give it a point of difference over his competition.
Acknowledging the growth in popularity of small batch beer, and the growing
demand for local products, Jim started to look into options that would allow
him to brew his own beer. He quickly realised however, that the space required
for a traditional brewery set-up was more than his premises could accommodate.
It was then he came across the DigiBrew microbrewery from
Craftmaster. Not only did it cost a quarter of the price of the alternatives,
it also had a much smaller footprint and would fit within the space he had
available. He was able to visit another pub already using a DigiBrew
microbrewery and, after tasting the beer, he was confident enough in its
quality and made the decision to purchase his own system.
Commenting on the move, Jim said: “Brewing our own beer had
interested me for a few years, but the space required and the technology and
knowhow needed had made it impractical. The DigiBrew microbrewery has enabled
me to brew on site, producing the high quality beers I know my customers
demand.“
An order was placed and Jim's plan to rebrand the pub as
Edmunds Brewhouse got underway. Installation was a breeze and the Craftmaster
team were with him every step of the way. They even helped him test and develop
the recipes until he settled on three beers that became his core range – a
Golden Hop, an American Session IPA and an English Pale Ale. The launch was a
huge success, customer numbers grew from day one and wet sales were soon a
steady 20% higher than before. His initial confidence was confirmed when
Edmunds Brewhouse received their next visit from the Cask Marque assessors. The
pub, and their three new own brewed beers, passed with flying colours.
The DigiBrew microbrewery is a semi-automatic brewing system
specifically designed for the pub and bar market. It has been developed to be
as small as possible and can be installed in kitchens, storerooms or cellars -
anywhere there is electricity, water and drainage.
Its ease of use, and automatic functions – which can be
monitored and controlled via a smartphone – mean quality cask beer, costing
less than half that of bought in beer, is possible after just a few hours
training. Consistency is maintained through the automated processes and the
quality fresh ingredients that can be supplied by Craftmaster, weighed,
prepared and ready to brew.
While the critical elements of the brewing process are
controlled by the DigiBrew, users retain control over the body, bitterness,
flavour and aroma of their beers and a qualified Master Brewer is on hand to
give help and support with brewing related questions and to help develop
recipes to guarantee brewing success and customer satisfaction.
Mark Wright, general manager, and now brewmaster, at Edmunds
Brewhouse said: “Brewing nine gallons at a time means we are always selling our
beer at its freshest and it gives us the option to react quickly to customer
feedback. As a result, two of the three beers we brew are among our top five
sellers. And although the system is semi-automated to control consistency and
quality, I like the fact that I have control over the ingredients and as a
result the end product.“
A year on from the launch, profits at Edmunds Brewhouse have
increased by 6%, Jim's initial investment has been repaid and he's just ordered
his second DigiBrew to extend supply to his other pubs. Meanwhile, Craftmaster
have recently introduced a rental option for the microbrewery, to enable even
more pubs and bars to benefit from the potential it offers.
Nigel Roberts of Craftmaster commented: “Our existing
customers have seen huge benefits once they begin to use our DigiBrew system,
so we wanted to make it more accessible. We know how reliable our equipment is
and that it will last for years, so we made the decision to make it available
to rent. At the end of the rental our customers can buy the equipment so their
premiums are not wasted.
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