Brulines founder buys Smartcellar

Derrick Collin, founder of beer flow monitoring group Brulines, has bought Smartcellar for an undisclosed sum.

Speaking about the deal, Collin, who founded Brulines in 1995 and later left the business to focus on other business interests, said the Smartcellar system was less a policing tool, rather it focused on proving "operator-friendly software that will hopefully help both licensee and business development managers (BDM) to use the system in a way that benefits both parties".

Collin added that while Brulines had done a great job in reducing 'buying out' the time had come for BDMs and licensees to work together towards the same end.

"Everyone knows how tough the market is. Licensees need to take ownership of their own data," he said. Smartcellar was not a policing tool, Collin added, although it had this capability.

The Brulines founder said he was initially approached by Smartcellar to see if he could find a way to take the product to market. He said he was "convinced" there was a need for a "credible cost effective alternative" to Brulines.

"Since Brulines acquisition of Nucleus Data in 2008, pubcos have had no alternative to Brulines, which is reflected in their margins and the lethargic pace of product development - lack of competition is not healthy in any industry," he added.

Collin said he was having meetings with two pub companies to see if they would take the system on, although he declined to name the businesses he had approached.

"I hope to show them they can save money, that Smartcellar can build relationships between BDM and licensees, and that the system adds value to the pub and the brands it is selling."

Mike Lawton, Smartcellar co-founder, managing & business development director, said: "Having Derrick on board as chairman is a clear endorsement of the potential for Smartcellar.

"With his understanding of the industry and hard won experience with our competitor, we're well placed to deliver our superior offering. The industry sorely needs a credible alternative - and we're it".

Founded in 2004, Oxfordshire-based Smartcellar has systems in between 150 and 200 pubs, according to Collin.