Melbourne-based craft brewery and hospitality operator Urban Alley is set to open the doors to its $7m flagship venue at Chadstone in early October.
The brewery is relocating from a smaller site in The Social Quarter at Chadstone, preparing to occupy a two-storey, 1200 sqm, 620-seat space that combines large-scale brewing capacity with premium hospitality.
The move makes Urban Alley the largest hospitality venue onsite at Chadstone, one of Australia’s largest retail and lifestyle destinations.
Dean Grant, Co-Founder and CEO of Urban Alley expressed his excitement over the move and the brand’s biggest project to date.
“It is very exciting. It has also been quite daunting with the amount of work to be done in a very short period of time, but we are beyond proud of this project. Our new flagship space issues in a new era for Urban Alley,” he told Beer & Brewer.
Describing the venue’s hospitality offering, Grant said it is “a very special space that truly has something for everyone.”
General Manager Linda Sali said the flagship venue also plays a strategic role in expanding Urban Alley’s market reach.
“Our Chadstone location allows us to put our beer in front of millions of domestic and international visitors each year. It’s a rare opportunity to integrate hospitality and retail in one of the most visited destinations in the country. The visibility and foot traffic here will be game-changing for the brand.”
Chadstone Centre Manager, Daniel Boyle also welcomed the launch and new attraction to the centre.
“Urban Alley’s flagship [venue] adds a new dimension to our entertainment and dining precinct. Urban Alley is a unique attraction that further strengthens Chadstone’s position as a world-class retail and lifestyle hub.”
The hospitality offering
The expansive venue features two distinct bars, private dining rooms, indoor and outdoor dining, lounges and fireplaces, as well as a sports bar with uninterrupted views to the Melbourne skyline.
“The sports bar will allow people that work and shop at Chadstone to come and have a break and watch the latest sport with an award-winning beer in hand. The inspiration behind this inclusion was the consumer demand for a ‘local’ sports bar in the Chadstone precinct. We’ve created a space that allows locals and visitors alike feel like they are at their local with friends enjoying a bite to eat and drink,” said Grant.
The site will also improve Urban Alley’s brewing capacity and tap space, providing greater variety on-premise. Along with the capacity to service retail customers, venue patrons and wholesale distribution directly from the same place.
“With 19 taps on offer, our brewery team have the ability to create different beers in addition to our core range which continues to go from strength to strength.”
The first new beer to join the Urban Alley line up is the brand’s first ever Irish stout.
“For the first time our brewery team have created an Irish Stout that I think is better than Guinness – which is a big statement as it is that good,” claimed Grant.
“We are excited to be able to bring our first nitro beer to the new Chadstone site, and we can’t wait for people to try the Dark Craic – meaning good times.”
Urban Alley recently received a Gold for its Pale Ale Slapshot in the recent World Beer Awards in London, with Grant adding that he is excited to deliver more award-winning beer to more people.
In addition to its beer lineup, Grant said the new venue will play host to a brand-new chef-designed menu focused on quality produce.
“Urban Alley Chadstone will be serving up our classic pub favourites as part of our revised menu. With a heavy focus on the quality, we’ve made noted sourcing changes such as our steak offering, with all steaks coming from the Gippsland area along with hand crumbing our schnitzels allowing us to ensure quality whilst also catering to all taste buds.”
He added: “We understand that quality is more important than ever before in the hospitality industry, and we are proud to unveil what will surely be the new industry standard.”
Grant emphasised that a key part of the new space is that it is made for everyone to share and enjoy and is eager to welcome guests next month.
“Urban Alley Chadstone is a place for everyone. From families to friends’ catch-ups, to special occasions and corporate events, we have created a space to suit all occasions including a kids play area whilst overlooking our beautiful city of Melbourne we can’t wait to have you come and check out our new site from Thursday 9 October.”
