UK - Sarner International has announced its appointment by East Staffordshire Borough Council to lead the initial visitor experience design stages for the ambitious Brewery Heritage & Social History Experience in Burton-upon-Trent.
This new immersive visitor attraction aims to celebrate Burton-upon-Trent’s pivotal role in brewing history and revitalise its standing as the home of IPA. Blending advanced technology, engaging storytelling, and interactive elements, the experience will reveal the art and science of brewing beer while highlighting Burton’s historical role as a global leader in beer production and the social fabric that shaped the town.
Through a sensory journey into Burton’s brewing heritage, visitors are introduced to the concept of Burton’s naturally mineral-rich water and immersed in the tale of the ‘waters of life’. This water is more than just a resource; it’s the lifeblood of Burton, the essential ingredient that gives its beer its distinctive character and unmatched quality.
Extending beyond the brewing process, the experience encompasses broader themes of innovation and sustainability. The attraction pays homage to Burton's historical significance as a brewing centre by incorporating elements that highlight traditional brewing methods, the evolution of beer packaging, and the town's role in revolutionising beer production. In parallel, it explores the social fabric of the community, encompassing stories of local traditions, notable figures, and everyday life in Burton.
“This experience extends beyond brewing, capturing the human stories and community spirit behind Burton's legacy, showcasing narratives of ordinary people, historical figures, and international influences to humanise both the brewing industry and the town’s social history,” says Bradley Wynne, Sarner’s creative director. “Our goal is to create an immersive, transformative experience that celebrates Burton’s past and showcases its standing as a global brewing hub.”
Sarner is working closely with partners Franklin Ellis, Everards, and the client, East Staffordshire Borough Council, to refine the architectural and spatial design for historic Bass House, the site of the new attraction, shaping an experience that will elevate Burton-upon-Trent’s brewing heritage on a global stage. Additionally, the project will introduce the UK’s first Brewing Enterprise Centre, an innovative space dedicated to supporting emerging brewers and advancing the industry’s future.
The Brewery Heritage & Social History Experience joins a lineup of recent Sarner projects showcasing industrial heritage in the beverage sector, including the Calvados Experience in France and The Farsons Brewery Experience in Malta.
