prabhu
The Midlands region is witnessing a surge in economic activity driven by innovative business partnerships that enhance production capabilities and expand market reach. Two significant developments highlight this momentum: the extended manufacturing partnership between West Yorkshire-based EBar and PP Control & Automation (PP C&A) in the West Midlands to scale up production of EBar’s patented Beerwall® technology, and the acquisition of a majority stake in Northamptonshire-based Warner’s Distillery by French spirits giant La Martiniquaise-Bardinet. These initiatives demonstrate the region’s ability to foster innovation, meet rising demand, and strengthen global competitiveness in the food, drink, and hospitality sectors. EBar’s partnership boosts production to serve high-demand venues, while Warner’s deal positions it for international growth while maintaining its commitment to sustainability.
EBar’s Manufacturing Expansion with PP C&A
EBar, a West Yorkshire-based company specialising in automated drink solutions, has significantly expanded its production capacity through an extended partnership with PP Control & Automation, a West Midlands-based manufacturing firm. This collaboration, centred at PP C&A’s factory, involves the complete electronics, mechanical build, and full assembly of EBar’s patented Beerwall® technology, which can deliver 200 pints per hour.
The partnership responds to a surge in demand, with EBar securing new contracts with sporting venues, including five Premier League football stadiums such as Brighton Hove Albion, to install 100 Beerwall® units by the end of 2025. The technology’s three-step order, pay, pour interface has proven popular with event-goers, music lovers, sports fans, and venue operators seeking to improve service and maximise revenue.
The founder of EBar, inspired by a frustrating experience queuing for a drink during a rugby match, developed the Beerwall® to streamline beverage service. The partnership with PP C&A has enabled EBar to scale up quickly, with a specialist production cell at PP C&A’s factory increasing capacity by 200%. Initially producing two units per week, the partnership has progressed to five units per week within six months, halving build time and ensuring reliable performance in commercial settings.
PP C&A has taken full responsibility for supply chain management, identifying new components to reduce costs and improve efficiency. A business and development manager at PP C&A emphasised the partnership’s role in supporting EBar’s first-to-market opportunity, highlighting the collaboration between two UK innovators to commercialise cutting-edge hospitality technology.
This partnership drives economic growth in the West Midlands by enhancing manufacturing capabilities and creating jobs at PP C&A’s factory. The increased production supports EBar’s expansion into high-profile venues, boosting revenue and reinforcing the region’s reputation as a hub for innovative manufacturing. The streamlined supply chain and reduced build times position EBar to meet growing demand efficiently, while the collaboration with PP C&A ensures consistent quality, fostering confidence among venue operators. Challenges include maintaining production quality as volumes increase and managing supply chain complexities, but the partnership’s focus on efficiency and innovation offers opportunities to capture additional market share in the hospitality sector, both domestically and internationally.
Warner’s Distillery Acquisition by La Martiniquaise-Bardinet
In Northamptonshire, Warner’s Distillery, a farm-grown spirit company known for its award-winning flavoured gins and commitment to biodiversity, has entered a new phase of growth with the acquisition of a majority stake by La Martiniquaise-Bardinet, one of France’s largest spirits groups. The deal, advised by a Browne Jacobson team led by a partner specialising in food and drink, enables Warner’s to expand its operations in the UK and internationally while continuing to innovate in the spirits industry.
Founders Tom and Tina Warner will remain in leadership roles, ensuring continuity in the company’s vision, which includes sustainable practices like the Warner’s Nature Marque initiative and bee conservation efforts. The acquisition positions Warner’s for global growth, leveraging La Martiniquaise-Bardinet’s resources and market reach to scale production and distribution.
The Browne Jacobson team, including senior associates and specialists, provided expertise to navigate the transaction, highlighting Warner’s role as a British brand with international potential. The deal builds on Warner’s reputation for crafting high-quality gins and its commitment to environmental stewardship, which resonates with consumers seeking sustainable products. By maintaining leadership under its founders, Warner’s ensures its core values remain intact while accessing new markets, particularly in Europe, where La Martiniquaise-Bardinet has a strong presence.
The acquisition drives economic benefits in Northamptonshire by supporting job retention and creation at Warner’s distillery. It enhances the region’s reputation as a centre for premium food and drink production, attracting investment and boosting local supply chains, from farming to packaging. The deal also strengthens the Midlands’ position in the global spirits market, fostering opportunities for further innovation in sustainable distilling. Challenges include integrating with a larger corporate structure while preserving Warner’s artisanal identity, but the partnership offers significant potential to expand its customer base and enhance its environmental initiatives, aligning with growing consumer demand for eco-conscious brands.
Economic and Community Impacts
The EBar and PP C&A partnership and the Warner’s acquisition highlight the Midlands’ economic vitality, driven by innovation and strategic collaboration. The EBar partnership creates manufacturing jobs in the West Midlands, supporting PP C&A’s workforce and local suppliers. The increased production of Beerwall® units drives revenue for EBar and its venue partners, contributing to the hospitality sector’s growth. By streamlining beverage service, the technology enhances customer experiences at high-profile venues, fostering community engagement through improved event accessibility. The partnership’s focus on scalability and quality positions the West Midlands as a leader in hospitality innovation, with potential to attract further investment in manufacturing.
The Warner’s acquisition supports economic growth in Northamptonshire by strengthening the distillery’s operations and creating opportunities for job expansion. The deal’s focus on sustainability aligns with community values, enhancing Warner’s reputation and encouraging local spending on eco-friendly products. The increased turnover potential, mirroring the £2.3 million boost from Nurtured Childcare’s recent acquisition, underscores the economic impact of such deals. The partnership with La Martiniquaise-Bardinet positions Warner’s to compete globally, driving export revenue and reinforcing the Midlands’ role in the premium spirits market.
Regional Synergies and Broader Context
These initiatives reflect broader trends in the Midlands, where partnerships in manufacturing and food and drink sectors drive economic progress. The EBar and PP C&A collaboration aligns with the region’s manufacturing strengths, supporting the Midlands Engine initiative’s focus on job creation and innovation. The technology’s adoption in Premier League stadiums highlights the region’s ability to deliver solutions for high-demand markets, fostering economic activity. Similarly, Warner’s acquisition strengthens the Midlands’ food and drink sector, complementing efforts to position the region as a hub for premium, sustainable products.
The collaboration between EBar and PP C&A, and between Warner’s and La Martiniquaise-Bardinet, demonstrates the power of partnerships in navigating market challenges. Professional expertise, such as Browne Jacobson’s legal support, ensures successful outcomes, while the focus on scalability and sustainability aligns with regional economic goals. These projects enhance the Midlands’ reputation as a diverse economic hub, balancing industrial innovation with premium consumer goods.
Challenges and Opportunities
The EBar partnership faces challenges in maintaining quality as production scales and managing supply chain complexities. Ensuring consistent performance in commercial settings is critical to sustaining venue confidence. Opportunities lie in expanding into new markets, such as international stadiums, and leveraging PP C&A’s expertise to reduce costs further.
Warner’s must balance corporate integration with its artisanal identity, but the acquisition offers opportunities to expand its sustainable initiatives and reach new global markets, driving revenue and brand recognition.
Midlands’ Economic Future
The partnership between EBar and PP C&A and the acquisition of Warner’s Distillery exemplify the Midlands’ commitment to economic growth through innovation and collaboration. By scaling production and expanding market reach, these initiatives create jobs, enhance community engagement, and attract investment. Strategic partnerships and a focus on sustainability ensure the region navigates challenges, positioning the Midlands as a vibrant hub for manufacturing and premium consumer goods.
