DRA winner Hop Hideout moves to bigger space

The 2018 winner of the Independent Beer Retailer of the Year category in the Drinks Retailing Awards is celebrating a move to bigger and better premises.

Sheffield’s Hop Hideout has moved from its original suburban location on Abbeydale Road in the city to a new food hall concept called Kommune in the city centre.

The move increases the hybrid retailer’s on-trade capacity form 20 to 400 and was helped by a crowdfunding push that raised almost £7,000.

The new shop includes complete retail display and cellar refrigeration for better beer quality and the location allows the business to explore food pairing opportunities with the 10 independent kitchens it shares space with.

Director Jules Gray said it had been a whirlwind year since winning the award.

“We were immensely proud to achieve this highly rated industry award,” said Gray.

“It stamped a seal of approval and credibility on all the hard work we’ve put in to Hop Hideout since 2013: not only retailing beer, but for our beer festival, Indie Beer Feast, our regular cycle/running events and annual community event, Sheffield Beer Week. 

“The win certainly put us on an increased national radar and industry visibility.

“We additionally found that customers wanted to make special visits just to share and congratulate us on the positive news, with sales increasing that month versus previous years, including new customers walking through our doors, after reading local coverage. 

“The award was highlighted in our successful crowdfunding campaign.

“We have the certificate proudly displayed in store, on our web shop and in our email signatures and newsletters.

“Shortly after receiving the award we shared the good news across our social media and sent out press releases utilising the Drinks Retailing Awards press package to our contacts.

“We secured good local coverage across publications ranging from the local CAMRA magazine to 30,000 print listings magazines and newspapers such as The Sheffield Telegraph.”

The independent categories in the 2020 Drinks Retailing Awards are now open for entries at drinksretailingawards.co.uk.

You can also follow the awards on Twitter and Instagram for latest updates.

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