Molson Coors ensures brewing museumís 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 ďa peppercorn rentĒ.

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

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

Lowther said: ďThe publicís expectation is ever greater and we will make sure all of the exhibits fully engage with people of all ages.

ďIn having live actors fulfil roles previously held by plastic dummies, the visitor experience will be completely transformed.Ē




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