Monteith’s Launches New Craft Beer Bar

MEDIA RELEASE
13 November 2001

Monteith’s Launches New Craft Beer Bar

Craft beer lovers can now live the true Monteith’s experience with the launch of a new craft beer bar, called The Tap Room, in Christchurch.

Monteith’s Brewing Company and owners, Mr Louis Vieceli and Mr Grant Elley, officially opened The Tap Room at an exclusive event at the bar’s prestigious location on The Strip, last night.

The Tap Room is the first ‘craft’ beer bar of it’s kind in the country to offer consumers a total brand and product experience. It is designed to showcase the Monteith’s range of beer and introduce new and existing consumers to the unique Monteith’s environment.

The interior of the bar has a modern and contemporary feel, but is characterised by natural timber, limestone and copper materials and a beer tank behind the bar to reflect Monteith’s brewing history and brand characteristics.

Mr Vieceli believes The Tap Room will prove to be a popular premium social drinking venue in the Christchurch region.

“ We feel the time is right to introduce this type of establishment to Christchurch, and believe people in the central city area will respond well to the concept,” Mr Vieceli says.

The Tap Room offers all five Monteith’s beer styles on tap and the menu includes dishes to complement the styles and enhance the concept of food and beer matching.

Monteith’s brand manager, Lisa Dymand, says The Tap Room is a celebration of the brand and its history.

“The Monteith’s craft beer bar concept arose out of the strong and loyal following that Monteith’s has in New Zealand and the increasing popularity of food and beer matching which is synonymous with the brand,” Ms Dymand says.

“And due to Monteith’s West Coast qualities and heritage we are thrilled to open the The Tap Room in the South Island.”

For more information or photos of the opening night function and the premium diners venue (in jpeg format) please contact:

Bridget Reaney
Communications Consultant
Monteith’s Brewing Company
Ph: (09) 367 7853
Fax: (09) 309 9422
Mob: (025) 316 519
Email: bridget.reaney@db.co.nz

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