Business design

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I might have used these images a few years ago apologies if I'm reusing images

Prior to COVID19 we started to see the rise in boutique breweries on the rise and I for one found them quite interesting in how they established their businesses and designed their layouts to not only brew alcohol but to also act as a bar. It's quite an interesting set up and helped these micro breweries not only focus on their business but to attract new customers. Unfortunately COVID has prevented alot of the gatherings and dining in so I wanted to share some of the images and walk you through the design.

Located down an ally amongst factories is Hop Nation, from the outside it just looks like a dark and dingy ally with not much going on.

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As you walk in through the large roller door into what appears to be a factory you stumble across a bat with a small front seating area. If you're looking for food you're not going to like this kind of business as there is no kitchen. But fortunately they often had food vans attend which would park out the front aligning with the roller door.

There's not much in the design of this bar rather more practicality which enables free flowing beer from the tanks behind it straight to your cup.

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The thing that made me want to share this post with you was how the brewery merged a functioning factory into also becoming a bar. With breweries requiring large tanks and equipment to ferment and produce the beer there isn't much room left for, well patrons.

But as much of the equipment is on the ground this crafty business used the space above that is vacant by building a stair case and a platform that goes ontop of much of its storage containers.

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Looking down and across to the bar from the top of their seating area you can see that there really isn't much space from the point of entry to the bar. There is a few seats but most of the room is standing only.

The design layout Hop Nation decided to implement provided them the ability to ensure their production of alcohol continues without disruptions while also building a client base.

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Looking over my shoulder and to the back where all the magic of alcohol making is done, you can see there is no floor space to enable seating or accommodate patrons. So the only option that the boutique brewery had was to go up.

It's a really smart business idea and works on a few fronts where people can come in to see how your product is made enabling transparency. Having all the businesses variations of beer on tap also enables patrons to try a larger variety of different blends until they find one that they enjoy. This than doubles as some what of a marketing strategy and it works well, I know I for one tried several different varieties. I had to hold back trying more as I was driving and didn't want to end up with a DUI.

I wanted to ask the group if you have come across any other businesses that have a similar style in how they utilise their production facility to also incorporate a store. Noting that many have show rooms to show case their work and I believe with alcohol this is still a very new movement which bypasses the typical alcohol store that just lines shelves with a plathora of different types of alcohol and the customer chooses one.

I have found myself in spots of confusion at times when wanting to shift to a new beer but unable to select one because I have no one to talk to or any method of trying new beers.



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It's a reasonably common approach in the craft beer industry, particularly in the early days, as you mentioned it allows them to interact directly with customers and get more of brand story across, also given that Asahi/Kirin have restrictive practices with tap contracts in Australia it's difficult to get into a lot of pubs and retailer so direct to consumer make sense. Hop Nation were smart in that they choose the right area (Footscray/Spotswood) which has lots of gentrified professionals aged 30-40 moving in, they also choose a stunning building. Of course they are now so successful that only a small portion of their beer is actually brewed on that site anymore.

They are one of the best breweries in Melbourne's West. Also you should link this to the #beer community and #beersatursday by @Detlev and get the word out to the beer community. I myself will likely be writing about Hop Nation next week as I've determined that they are the closest brewery to the Whitten Oval and thus the logical beer to drink during the Grand Final.

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A fellow westie! How are you. Enjoying Hive. I thought you were new but just seen you have been here longer than me.

2 birds brewing is also another fantastic place and I quite enjoyed that burger and beer place on Moreland Rd Footscray. There's also one in Footscray near the mall that is really good too.

Littlefoot was my favourite used to love popping down there but that's more of a bar than brewery.

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I am always amazed with this kind of setup/business where the shop brews its own beer. Here in our country, I have never been able to come across a news or article discussing this kind of business but I may be wrong.

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