Manchester, UK – Fell Brewery has announced the acquisition of the Pelican Bar in Manchester, a strategic move that aims to extend the brewery’s presence into the vibrant city and enhance its brand visibility. Michael Dixey, managing director of Fell Brewery, shared insights on the acquisition and future plans in an exclusive interview with the drinks business.
Strategic Expansion
“The acquisition of Pelican Bar enables Fell to extend our presence into Manchester, significantly enhancing our brand visibility. The bars side of our business is crucial to our success, and we are excited to begin full operations at Pelican,” said Dixey. This strategic move is set to strengthen Fell Brewery’s footprint in one of the UK’s most dynamic cities.
Transition and Integration
For the immediate future, Fell Brewery plans to operate Pelican under its existing name and brand. However, a redesign is on the horizon, aimed at incorporating Fell’s distinctive branding and ambiance into the venue. The acquisition includes the operating company, the brand, employees, and the lease of the site, ensuring a seamless transition.
Fell Brewery values the experience and knowledge of Pelican’s existing staff and plans to integrate them into its wider team. “We’re excited to bring Pelican into the Fell Brewery family. Our goal is to build on the reputation and charm of Pelican whilst infusing it with the quality, atmosphere, and community spirit that Fell venues are known for. We’re looking forward to welcoming both loyal customers and new visitors,” Dixey explained.
Future Enhancements
Visitors to Pelican Bar can look forward to an expanded selection of Fell craft beers in the coming months. The menu will also feature a curated selection of guest beers, natural wines, spirits, soft drinks, and snacks. This diverse offering aims to cater to a wide range of tastes and preferences, enhancing the overall customer experience.
Commitment to Quality and Innovation
Highlighting the brewery’s journey, Dixey emphasized Fell Brewery’s commitment to innovation while honoring the rich traditions of northern brewing. Based on the Cartmel Peninsula, Fell Brewery prides itself on creating memorable experiences for beer enthusiasts across the north of England. “We have an ethos of forward-facing invention whilst championing the rich traditions of northern brewing,” said Dixey.
Existing Operations
Fell Brewery already operates bars in Kendal, Penrith, and Chorlton, as well as the Royal Oak pub in Cartmel. The acquisition of Pelican Bar marks another significant milestone in the brewery’s expansion, reinforcing its dedication to growth and customer satisfaction.
The addition of Pelican Bar to the Fell Brewery portfolio is poised to bring a fresh and exciting dynamic to Manchester’s bar scene, blending the established charm of Pelican with Fell Brewery’s renowned quality and community spirit.
