A leading Salford brewery is set to close one of its beer houses in the city.
The team behind Seven Brothers have announced that they will close their Media City bar on Sunday, 15 March, in an effort to cater for changing drinking habits.
They say the decision to shut up shop in Media City will allow them to focus their efforts on their nearby 11 Central bar and microbrewery at Salford Quays.
Their 11 Central venue doubles as an event space where groups can play a range of games, including interactive Darts and Shuffleboard – where teams of players score points by sliding pucks to the opposite end of a smooth, hardwood board.
The McAvoy brothers, who founded the brewery in 2014, confirmed that they had taken the decision “as part of a strategic move to concentrate resources on venues that better reflect changing drinking habits and the growing demand for larger, experience-led social spaces.”
In a statement, the brothers said: “The MediaCity beerhouse originally opened in May 2021 as the world emerged from the pandemic, offering the brewery an opportunity to reconnect with customers and expand its beerhouse concept during a pivotal moment for the business.
“Today, as customer preferences continue to evolve, with more drinkers seeking venues that offer live sport, entertainment and social activities, the brothers say the time feels right to close the chapter.
“The MediaCity venue will serve its final customers on Mothering Sunday, marking the end of what the brewery describes as an important chapter in its journey.”
Keith McAvoy, Seven Brothers’ CEO, said: “Opening the Media City beerhouse was a fantastic opportunity for us coming out of Covid. It allowed us to reconnect with customers and bring Seven Brothers into one of the most exciting parts of Salford’s hospitality scene.
“But the way people socialise, and drink has continued to evolve, with more customers looking for experience-led venues – whether that’s watching live sport, attending events or playing shuffle and darts.
“After reviewing our estate, we felt the Media City site was no longer the right fit for where we want to take the beerhouse side of the business. We have seen momentum in spaces like our 11 Central site, and so it makes sense to focus our time and energy there. The Media City site is one of our smaller sites and no longer offers what we need.”
Keith added: “This venue has been a huge part of our story. From busy weekends and pre- and post-match drinks to delicious food and countless pints shared with friends, it’s been a place full of brilliant memories.
“We’re incredibly grateful to everyone who has supported us along the way – especially the amazing regulars who made it feel like home and the incredible team who have worked there from start to finish.”
While the Media City beerhouse prepares to close, the brewery says customers will still find the full Seven Brothers hospitality experience nearby at 11 Central and the brewery Taproom in Salford Quays.
Keith McAvoy added: “We’d love to see as many familiar faces as possible before the 15th to raise a final glass with us on the Media City campus.”
