Brewing Up a New Plan for Burton’s Museum Dream

Burton’s brewing story is one of the richest in the country - and anyone who remembers a school trip to the old Bass Museum (later the National Brewery Centre) will know just how proud we were of it - and how disappointed we were when it closed.

So, when plans were unveiled for a new Museum of Brewing as part of the Old Brewery Quarter regeneration, it struck a chord. The vision? To create a world-class attraction celebrating Burton’s role in shaping the global brewing industry.

Last December, however, the project hit a bump in the road. The bid for £10 million from the National Lottery Heritage Fund (NLHF) was not approved. But there’s some encouraging news behind the headlines – and a fresh plan now brewing.

Strong Support – But Questions Over Risk

Following a meeting with NLHF representatives, East Staffordshire Borough Council has confirmed that the application was recommended for approval after technical assessment. The project did not move forward due to concerns from the National Board about financial and operational risk – particularly around cost increases and securing additional match funding.

In short, the idea is sound. The sums just need to add up a little more neatly.

Councillor Louise Walker, Cabinet Member for Regeneration, said:

“It was really encouraging to learn that the funding application went forward with a recommendation for approval, following technical assessment. It was not progressed by the NLHF National Board due to concerns around project risk, this his means that there was strong support for the principle of the project.

 

Providing we can work on addressing those risks through a phased application process, we should be in a strong position for future applications.”

 

That’s not a door closing – more a polite “come back with your workings shown”.

A Phased Approach to the Old Brewery Quarter

Rather than seeking funding for the entire project in one go, the council is now exploring a phased approach.

This could mean splitting the development into separate elements, including:

• A Brewing Heritage Hub to house and showcase the archives

• The larger Brewing Experience at Bass House

• The Water Tower fit-out, another iconic part of the site

Breaking the project into stages may reduce risk, make funding more manageable, and open the door to greater private sector involvement.

Over the coming weeks, the council will work closely with the National Brewery Heritage Trust (NBHT), the NLHF and other partners to refine how this approach might work in practice.

Safeguarding Burton’s Brewing Archive

While funding discussions continue, one important commitment is already moving ahead: protecting Burton’s historic brewing archive.

Currently managed by the NBHT, the archive will be relocated to Crossley House units in the Market Place. This move forms part of wider cultural regeneration plans and will provide improved security for the collection in the meantime.

Dr Harry White, Chair of the NBHT, said:

“Since New Year there has been much discussion behind the scenes about how best to progress this important project. We are working closely with East Staffordshire Borough Council to address the NLHF feedback and we strongly support a phased approach. Our goal remains to celebrate the impact that the brewing and pub industry has had on the town and this country, and ensure that future generations are able to understand and enjoy our brewery heritage.”

 

The council will also support the NBHT in submitting a smaller funding bid to help with the future curation and integration of the collection.

A Town Built on Brewing – And Still Proud of It

Burton famously lost the National Brewery Centre a few years ago when Molson Coors moved back into the Horninglow Street site. For many residents, that felt like the end of an era.

But this latest update shows the ambition to create a new, modern museum experience is very much alive. If anything, the feedback from the Lottery Fund suggests the principle has strong backing – it just needs a slightly steadier financial footing.

The Old Brewery Quarter remains one of the most significant regeneration opportunities in the town centre. And while large heritage projects rarely happen overnight (even in a town that perfected fermentation), the determination to honour Burton’s brewing legacy remains firmly in place.

We’ll keep you posted as plans develop. After all, if any town knows how to play the long game, it’s Burton.

Chris Towland