Once a place where people drove through, Mangatainoka has become a destination in its own right thanks to the Tui Brewery, discovers Katie Farman.

Pick any day of the week and the Tui Brewery in Mangatainoka is sure to be fizzing. Whether visitors are checking out new merchandise - from duvet covers, T-shirts and garden gnomes to a racy Tui Brewery Girls calendar - having a flat white in the café reading the latest installment in the quirky and sometimes controversial Tui Yeah Right billboard campaign or brushing up on some local history in the on-site Museum, you can be sure it will all unfold under the watchful eye of the brewery’s famous brick tower.

DB’s Commercial and Marketing Manager Nick Rogers told Wairarapa Lifestyle that in 2009 over 40,000 visitors had flocked to the brewery, which lies on the banks of the Mangatainoka River just north of Pahiatua, and in the three-month lead in to Christmas the newly created function room, the Flagon Room, had been booked out every Friday and Saturday for office Christmas Functions. Six couples had also chosen it as their wedding venue after having declared their undying love to each other under the famous Tui Tower. With several more booked in over the traditional wedding season, it’s an aspect of the business Nick predicts will grow – a sure sign the brewery is dusting off its rather blokey tag.

“People go ‘weddings at a brewery?’ But if they can have weddings at a winery in Martinborough, why can’t they have them here?” he said. “It’s just a subtle mind shift … we’re not just a brewery anymore, we’re becoming an experience, a stand alone destination.”

But it wasn’t always this way, he reflected. Five thousand visitors went through the brewery in 2002, and by 2007 this number had swollen to 27,000 thanks largely to Nicks’ vision of transforming the site into a “big boys (and girls) playground.”

“We always wanted to return the old buildings to their former glory while enhancing the rural aspect of the landscape and giving people a reason to stop here,” he said.

Fast forward to summer 2009 and it’s easy to see the progress Nick and his team have made. The once almost industrial looking site now boasts Tui HQ, a bar, a retail store, the Histui Museum, a café, thousands of native plants and a lush green lawn suitable for those wishing to chill out on a summer afternoon and even indulge in a spot of backyard cricket. The old buildings surrounding the tower have all been spruced up and the eye-catching Flagon Room is helping to broaden the appeal of the brewery and increase visitor numbers. Other initiatives designed to do the same include a series of tailor-made package deals aimed at the corporate market, team building groups or big groups wanting a bit of fun in the heartland. These include Breaking in at Tui, a Grape & Grain Experience and a Brewery Tour and Golf.

Nick is also looking to develop a conference centre, hosting an i-Site and rejuvenating the garden even further so it resembles more of a Tui National Park than a backyard cricket pitch.

In addition the brewery’s events calendar is becoming chocker with an eclectic mix of offerings. Already this summer the brewery has hosted the thrilling Full Throttle motorbike extravaganza; Mangatainoka Motors, a special day out for Hot Rod, Classic and Vintage Car enthusiasts; the popular Tui Brewery Girls Calendar Signing days and the more laid back Tunes under the Tui Tower – a lazy Sunday afternoon spent drinking the amber liquid while listening to local musicians.

History will be made on January 23 (Wellington Anniversary weekend), when the Hurricanes take on the Blues at the Mangatainoka Rugby Football Club grounds, right beside Tui Brewery.

The grounds’ grandstand holds just over 122 people but a combined local effort will see the majority of 6533 ticket holders watching the match in true grassroots rugby style, but from a seat. Farmers, contractors and earth movers are about to begin leveling the field, removing ruts dug by sheep hoofs not rugby sprigs, and building temporary grandstands that will rival those ‘big union’ projects that are underway for Rugby World Cup 2011.

Coming up on the 27th February the Tui Small Town Big Sounds Concerts is sure to draw a big crowd with a line-up of top New Zealand bands booked while in March the Toki Open Golf Tournament and the Tour de Toki cycle race are expected to attract a large sporting contingent.

“We’ve grown into a complete experience that Henry (Henry Wagstaff - Tui beer creator) would truly be proud of,” said Nick.

For more information on the Tui Brewery please check out: www.tui.co.nz

Mark your calendar for 27th February Tui Small Town Big Sounds Concerts.