T&J assists Sadlers in playing a Peaky Blinder at the Genting Arena
T&J has provided equipment and installation services for a new bar at the Genting Arena at Birmingham’s out-of-town conference and leisure complex, the NEC.
T&J Installations has installed FastPour beer dispense equipment within a mobile bar, for Sadler’s Brewery, at the Genting Arena which is located near to Birmingham Airport. The bar stocks – and is branded to support – Sadler’s ‘Peaky Blinder’ beer range.
Thanks to the television series, Peaky Blinders, a public fascination has developed with the industrial Birmingham and Black Country of the 1920s. The pub in the series, The Garrison, based on the real pub of the same name – is the setting for many of the series’ most pivotal scenes.
Sadler’s Brewery has produced a range of Peaky Blinder branded and inspired products including an ale and a number of spirits – the first forays of the brewery into the distilled spirit market. The brewery was established in the region in the 1900s, making it the best for the job of replicating drinks favoured by the original Birmingham gangsters.
The bar, supplied by T&J, which sits on the right-hand side of the Genting Arena, comprises a mobile bar stocking The Peaky Blinder keg beer range on a mobile FastPour cart. The beers featured on the bar are the (ABV 4.3%) Peaky Blinder Pale Ale and Peaky Blinder lager (ABV 4.1%).
The FastPour cart is fitted with the high-speed FastPour volume dispense system, which is designed to service high footfall environments such as entertainment venues and sports stadiums. The FastPour taps can reduce the time taken to pour a perfect pint from 18-24 seconds down to just 5-6 seconds, dramatically increasing the rate of service.
Ian King, Sales Director of Sadler’s Brewery, said: “T&J has supported us in bringing a high-quality ‘craft’ alternative to customers – at one of the premier music venues in the country.
“The FastPour system, which T&J has installed is doing an incredible job, pouring our craft products so quickly whilst keeping the quality at the level it needs to be for our customers.
“The first big event after the launch at the venue was the Birmingham tour date of the band, Elbow, who themselves have their own signature ale, and the response from their audience and every audience since has been excellent!
“Our new Peaky Blinder range has enjoyed such a great start, fuelled by the international success of the TV series. We think that the chances that the real Birmingham gangsters drank at our pubs, 100 years ago, has given us the necessary credentials for the brand.“
Paul Cassells, Sales & Key Accounts Manager of T&J Installations, said: “The Peaky Blinder bar for Sadler’s at Genting Arena is an excellent demonstration of what we can do for events and entertainment venues.”
Demand for Peaky Blinder products at venues is now growing, T&J will provide maintenance support for Sadler’s at the Genting location, and it is hoped that this will be the first of many entertainment venues to stock the Peaky Blinder brand.
For more information on FastPour, mobile bars, and T&J’s drinks dispense services, call Paul Cassells on 0121 783 8925, or email info@tjinstall.co.uk.
