With a design that is aimed to appeal to women, this is a pub that pulls it off, without alienating men. Large, bright and airy, that warm atmosphere gives it a welcoming feel which offsets its cavernous and somewhat industrial interior. Judges felt that the pub’s approach was a fresh new way to present beer and food, and added to the pub experience as a whole.
And with impeccable standards across the board, this is a pub which really stands out in the crowded and popular Birmingham party scene - helped by strong use of marketing through social media and stand-out events.
And they’re not standing still, despite being only 18 months old - new features being planned include a tasting room in the basement which would be available for private hire.
The beer range is excellent, with more than 20 beer on cask and keg, with the main beers from shareholder Purity Brewing, although the pub isn’t tied. The beer range is described as “thoughtful” with less focus on fashion and more on great quality beer.
Great training is capped off with superb conditioning of the beer, providing the icing on the cake for the UK’s best beer pub.
Judge Pete Brown said: “"The people who run this place don't tell you they're passionate about beer; they demonstrate that passion in everything they do. The beer lists are fun, informative and updated daily. Beer is used throughout the menu and matched with the food.
“Staff are taken through the selection on tap each day, and there are weekly beer tasting events. But most importantly, the conditioning of the beer is the best I've experienced for as long as I can remember. Purecraft may look like a modern bar, but it's standards are timeless."