Tap and Handle founder Jeff Willis and Unfiltered Media Group CEO John Bolton.(Photo: Courtesy of Matt Graves)
A Fort Collins magazine company is transferring its passion for craft beer from the pages to the bar room with the purchase of a popular Old Town pub.
Unfiltered Media Group acquired Tap and Handle for an undisclosed price last Thursday. The group plans to balance improvements and new marketing strategies with the offerings that landed Tap and Handle on a national list of the 100 best beer bars in 2015.
“We’re pretty adamant about not screwing it up. We know why people love the bar so much, and we don’t want to change that,” said Jamie Bogner, content and creative officer of Unfiltered Media Group. The company distributes Craft Beer & Brewing Magazine to 95,000 readers across the U.S.
Texas native Jeff Willis opened Tap and Handle at 307 S. College Ave. in 2012. Willis approached Unfiltered Media about buying his bar, so he could start a craft beer business later this year in Austin, Texas.
“We won’t be pouring the beer ourselves,” said John Bolton, CEO and co-founder of Unfiltered Media. “Our involvement is about utilizing the resources we have. We have a digital media team and a sales team, and we are leveraging them to maximize the experience for consumers.”
Unfiltered Media has already updated Tap and Handle’s website and social media presence. The company plans to renovate the bar’s outdoor patio before summer and tweak the existing menu and beer offerings. Unfiltered Media is partnering with Katie Davis to handle accounting and finances, leaving bar manager Andrew Fitzgibbon to run operations at the bar.
“We’re going to continue getting the rarest and most sought-after beers,” Fitzgibbon said. The bar has 74 rotating beer taps and…