Molson Coors ensures brewing museum’s survival

16 April, 2010

A new brewing and visitor centre is to open in Burton-?on-Trent, on the site of former Coors Museum of Brewing which closed last year.

The National Brewery Centre will be operated by visitor attraction specialist Planning Solutions and will retain elements of the existing facility, perhaps best known in its older guise as the Bass Museum.

Molson Coors UK is providing buildings and exhibits at what Planning Solutions chief executive John Lowther called “a peppercorn rent”.

The brewer is also matching launch funding of £200,000­ and providing £100,000 a year for building maintenance for the duration of the project’s 25-year lease.

The centre will incorporate anima-?tronics and actors for the first time to entertain and inform visitors.

Lowther said: “The public’s expectation is ever greater and we will make sure all of the exhibits fully engage with people of all ages.

“In having live actors fulfil roles previously held by plastic dummies, the visitor experience will be completely transformed.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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