End of an era as visitor centre closes
Published:  21 March, 2008

Coors is closing its visitor centre - formerly the Bass Museum -

to cut costs amid tough market conditions.

The closure affects the brewery tap, gift shop and all meeting rooms but does not include the White Shield microbrewery, which will remain open. But it is the end of the line for the three Coors shire horses, which are looking for new homes.

Business services director Keith Donald said: "This is a hard decision not only for our employees but for our commitment to the local community.

"The UK beer market is extremely tough - for all brewers, not just Coors - and the

centre costs us around £1 million annually, which cannot be sustained. We have tried everything to make

it viable, including a revamp last year and free entry to Burton residents.

"It is important for Coors to build the long-term future of its

portfolio to safeguard its future . "

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