St Austell partners with ETM directors on sports concept

St Austell Brewery has entered into a joint venture with the directors of ETM Group.

St Austell Brewery has entered into a joint venture with the directors of ETM Group to launch a series of premium sports bars across the West Country.

Together, St Austell and ETM's directors have created Ludo Sports Bar & Kitchen, a new brand that will debut in Bath in May.

The first Ludo opening will be on Brunel Square in Bath, which was previously operated by St Austell Brewery as Graze. Ludo will open on Monday 15 May following a four-week closure and refurbishment.

The new partnership will combine St Austell Brewery’s knowledge and understanding of the south west with ETM's proven concept and operational expertise in premium sports venues

"We are very excited to be working with Ed and the team at Ludo," says Kevin Georgel, chief executive of St Austell Brewery (above right). "The combination of their premium sports retail expertise and our award-winning beer portfolio is compelling and has significant growth potential."

Led by Ed Martin (above left), ETM operates a collection of bars, pubs and restaurants in central London.

"As operator of the leading premium sports bar business in London, we are keen to take our experience to new markets outside of London," says Martin. "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 which resonate strongly with our target consumer. We are confident that this combination will enable Ludo to rapidly expand across the West Country and beyond."

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