The South West based brewer and pub operator St Austell has entered into a joint venture with the directors of ETM Group, who operate bars, pubs and restaurants in central London. They plan to launch Ludo Sports Bar & Kitchen, a series of premium sports bars across the west country.
The first Ludo will be in Brunel Square in Bath, in a site next to the city’s railway station previously operated by St Austell as Graze. It’s set to open on Monday 15th May after a four-week closure and refurbishment.
The partnership aims to “combine St Austell Brewery’s knowledge and understanding of the south west” with ETM’s “proven concept and operational expertise”.
St Austell Brewery’s brands will be sold in Ludo along with craft beer from Harbour Brewing, which St Austell took a minority stake in last year.
Kevin Georgel, chief executive of St Austell Brewery, said: “We are excited to be working with Ed and the team at Ludo. The combination of their premium sports retail expertise and our award-winning beer portfolio is compelling and has significant growth potential.
“Sport brings people together, and we recognise the growing appeal of watching live events in inspiring venues while enjoying great food, great beer and great company. We’re pleased to be launching our new joint venture in Bath, a city with strong sporting pedigree.”
ETM Group founder and CEO ED Martin said: “As operator of the leading premium sports bar business in London, we are keen to take our experience to new markets outside of London.
“With Kevin and the team at St Austell Brewery, we have found the perfect joint venture partners who have a deep understanding of the west country and brands that resonate strongly with our target consumer. We are confident this combination will enable Ludo to rapidly expand across the west country and beyond.”
