The demise of the multi-award-winning Deeds Brewing was a major blow for Melbourne’s beer scene. Actual beer aside, the brand’s Glen Iris taproom, designed by Splinter Society, was one of the most striking in recent memory.

“They did an amazing fit-out,” says Steve Jeffares, co-founder of The Local Taphouse and current co-owner of Stomping Ground in Collingwood and Moorabbin. He’s just taken possession of the building and plans to reopen it as a more holistic venue where beer, wine, cocktails and non-alcoholic drinks are given “serious and equal consideration”.

“That fit-out is the first thing that appealed to me,” he says. “When they sold the building, I learnt the new owner didn’t know what he wanted to do with it. He might’ve just used it for private events or there was even, at one point, a conversation that they might just bulldoze the thing.”

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The reborn venue won’t be a brewery. Jeffares hasn’t bought the Deeds brand or any brewing equipment – the tanks were stripped out and sold during the liquidation process. The upside is that plenty of floorspace has been liberated. Subject to planning approval, Jeffares hopes to use the cleared area to create a beer garden.

Food is a work in progress, but will be as inclusive as the drinks. After more than 20 years in the industry, including co-founding and eventually selling the Gabs craft beer festival, Jeffares well understands the need to bring in an audience beyond dedicated beer drinkers.

“When we owned Gabs, I’d stand at the balcony overlooking this full hall of 7000 or so people having a great time,” he says. “And while there were many women there, I found it really hard to appeal to my wife and her friends and other women. They weren’t beer fans or beer drinkers. Ever since then it’s rattled around in the back of my brain – how do I appeal to that segment of the market?”

The yet-to-be-named bar will open at 4 Paran Place, Glen Iris, in winter 2025.

paranplaceproject.com.au/