Molson Coors ensures brewing museum’s survival
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.”