Zero Degrees is still, as far as we know, the only chain of brewpubs in the UK. They make beer which is usually decent and often excellent, on shiny kit, in nice-looking, spacious bars. But, for some reason, they’re just not cool.
In the last six months or so, we’ve been to both the Bristol and Reading branches between us. Because no-one talks about them, we assumed they must have gone off the boil but, no, the beer was excellent on both occasions, notably a very clean, polished Rauchbier in Bristol, and a floral Pilsner in Reading which we’re calling ‘crunchy’, because it was more than crisp.
And yet both bars were mostly empty.
Having been brewing since before the ‘craft beer’ craze kicked off in earnest c.2007/08, and with those lovely city centre premises, they ought to be riding the crest of a wave. Instead, they’ve got a downtrodden, sad-sack feel, as if they’ve run out of puff not far from the finish line.
Perhaps their brand got derailed early on – more ‘style bar’ for people on the pull than beer geek destination – or maybe they’re simply lacking PR nous. Who exactly is behind it? We don’t know, and it’s not easy to find out. Not a problem for Brewdog, you’ll note, who are doing rather well with a personality-led brand.
Our feeling is that they need to re-brand (it’s all a bit corporate and very 2005) and expand, or they’ll wither away.