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Posts Tagged ‘Schouskjelleren Mikrobryggeri’

I’ve been claiming for a long time that there is a market for at least two more brewpubs in Oslo. The current Oslo Mikrobryggeri is west of the city centre, I’d say it is more of a community pub for people who work or live in the area. It seems to be quite full every evening, the beer is not too inventive or exiting,

The other two ought to be in the city centre and a bit further east, the rapidly-gentrifying-but-still-fighting-drug-pushers Grünerløkka, where all the bright young things go to play, perhaps the most interesting.

The rent in the most popular streets in central Oslo is possibly the main factor for nothing happening here, spending your precious square meters on brewing vessels and tanks when you could have squeezed in more alcopop-drinking customers instead is perhaps not interesting.

Well, it seems the time is ripe at Grünerløkka. There is not just one brewpub opening this autumn, but two. One is Schouskjelleren Mikrobryggeri, which I have covered before. They have not announced any opening date as yet, but October has been mentioned. They probably thought they had enough time to test the equipment before letting the punters in. As far as I know, they will feature a steady range of house beers as well as a succession of one-offs to keep the tickers coming back often.

But then I saw an announcement at Facebook telling me that Evan Lewis, the brewer at Ægir, will attend an event at Grünerløkka Brygghus. Well, some bars call themselves breweries without actually doing any beer production, and the event in question is a sort of mini beer and food festival, featuring craft beers from Norway and abroad. One further click, though, reveals that there will actually be a brewpub, opening in Thorvald Meyers gate, 500 meters or so from Schouskjelleren.

Their Facebook pages tells us the following: We will serve beers from our own production, our own imports, Norwegian and imported micro brews, beers from traditional countries like England and Belgium as well as the new exciting ones like the USA and Italy. The diversity of beer is the key word, from simple lagers to more complex ales.

They will open 1 October, I don’t know if they will have any of their own beers ready by then.

 

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The new Oslo brewpub – Schouskjelleren Mikrobryggeri – is a good example on how to use the social media to build interest months before the opening.

It is not rocket science – just establish a facebook group and upload photos as the work progresses.

I have mentioned this place before. It is an offshoot of Olympen, and it is located in the old cellars of Schous brewery, closed down and gutted by Ringnes decades ago. There used to be a legendary drinking den on the premises – but this area of Oslo has moved upwards over the last decades.

Opening is pencilled in for October.

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