Microbrewery strikes multi-year deal for new bar at Coventry Building Society Arena
A multi-year deal has been agreed for an award-winning microbrewery to open a new bar at Coventry Building Society Arena.
Dhillon’s Brewery has opened the ‘Dhillon’s Lounge’ which will be used for concerts and match days, and is bookable for other events throughout the year.
The 400-square-metre bar has received a full makeover and has space to host around 300 people.
It features a mural which weaves together iconic Coventry landmarks, the history of Coventry City, events that have taken place at the Arena and the journey the brewery has been on since launching in 2015 – alongside other features which reflect Dhillon’s Brewery’s range of products.
The bar will sell Dhillon’s popular Ghost Town Lager and be the launch venue for its new 4.9% AVB Dhillon’s Lager.
Dhillon’s Brewery is a five-minute walk from Coventry Building Society Arena, and the deal builds on the venue’s commitment to work with local and regional suppliers.
The Dhillon’s Lounge strengthens the micro-brewery’s presence at the Arena, with it already having a kiosk and a mobile-bar outside the stadium. As part of the deal, Dhillon’s beers will also be available in hospitality lounges.
Paul Michael, Managing Director of Coventry Building Society Arena, said: “We have been working with Dhillon’s Brewery over the last year and it is a partnership with a local business that continues to flourish.
“The Dhillon’s Lounge looks fantastic and will be a real asset to the venue, be that on matchdays for hundreds of fans, or for conference and exhibition organisers looking for a versatile space to host events.
“We are committed to working with local and regional suppliers and you can’t get more local than Dhillon’s Brewery, but it is much more than that, they have a fantastic range of high-quality products which we are sure will prove hugely popular with visitors to Coventry Building Society Arena.”
The Dhillon’s Lounge marks the fourth location opened under the Dhillon’s brand, following the brewery itself, the Sky Blue Tavern and Dhillon’s Spire Bar.
Dal Dhillon, Founder and Managing Director of Dhillon’s Brewery, said this is the next stage in the growth of the micro-brewery and is proud to be strengthening the relationship with the city’s flagship venue.
“We have a great relationship here with the team at the Arena and when the opportunity arose it felt like a natural step to open this new lounge,” said Dal.
“Our brewery is a stone’s throw from the stadium and by working in partnership with the venue we are hoping to develop this area of Coventry as a hub of activity.
“Partnerships have been hugely beneficial for the growth of our business, and with our existing relationship with Coventry City, this was the perfect opportunity for us.
“We set up the brewery in 2015 and since then Coventry has provided a strong foundation to grow our business group, and the support we have had from locals and visitors from further afield has been at the heart of our success.”
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The Dhillon’s Lounge has been designed by Coventry-based interior design agency Black Ivy Design.
Leanne Armstrong, founder of Black Ivy Design, added: “It has been an absolute pleasure to transform the lounge and partner again with Dhillon’s Brewery. It’s always wonderful to have an opportunity to work together again as we already had a good understanding of their brand values
“We took inspiration from the brewery and had fun playing around with various design details to create focal points throughout the lounge. The space has been truly brought to life.”
