The Beer Merchant's Tap.

Customized refrigeration for a flagship craft beer bar.

The Beer Merchant's Tap is a stylish new craft beer bottle shop & bar in London.

Located in the Hackney Wick area of London, the venue is a bar, bottleshop and centre of excellence providing training for distilling beer and spirits. It features London’s first and only dedicated barrel-aged sour blender.

Taking influences from American craft beer bottlers, Belgian beer bars and microbreweries, and the rustic feel of the British craft beer movement, the new venue combines an airy, comfortable taproom with a world-class selection of beers to enjoy on-site or take away, along with a wide array of artisan wines, spirits and bar snacks.


As its name suggests, beer is the main offering at The Beer Merchant’s Tap.

Along with selling several craft beers on tap at the bar, it also stocks more than 500 canned or bottled specialty beers from around the world.

It needed a large-capacity solution that could showcase its huge range of beers in the best possible light, but also keep them in peak condition at the right holding temperatures.

The venue itself has undergone a huge transformation following a significant investment, so any solution True provided had to fit in well within its surroundings.

Cutting edge temperature control helps keep the beers in optimum condition

The challenge to True was to come up with a solution that not only looked great, in keeping with the modern, minimalist décor of the venue, but was also capable of delivering on performance, temperature control, efficiency and reliability.


True specified and supplied seven of its visual glass door merchandisers to the venue, which are utilised to stock and display the Tap’s range of 500 bottled and canned craft beers, which come from all over the world.

Powder coated in black inside and out, the efficient slimline cabinets offer massive operational cost savings when compared to similar-sized open multideck and air curtain merchandising units.

They come with low-profile ‘thin bezel’ swing doors with no centre mullion for maximum product visibility while delivering consistent low holding temperatures, making them perfect for keeping the beers in their peak condition. Cantilever shelves hold more weight and better display contents, because the customer view isn’t obstructed by interior pillars or metalwork.

LED lighting to showcase the extensive variety


It was important for the units True supplied to not only to look great at the site but also be capable of holding an optimum temperature to ensure the beers remain in peak condition and lose none of their unique flavour characteristics, which can start to break down if they get too warm or be undetectable if served too cold.

We were able to deliver a customisable solution which looks stylish, enhances the atmosphere and aesthetic appeal of the venue while ensuring that products are kept in the best possible condition to help maximise customers’ enjoyment.

True TVM units complement the bar’s stylish decor

- Jonny Garrett, Marketing Manager at The Beer Merchant’s Tap:

“We’re really excited about the way the fridges complement our bar visually, and how efficient and quick they are to chill down our beers, which is really important in a high-turnover pub.

“With more than 500 products to display, the wider fridge windows have really helped us maximise space and customers are commenting on how great the selection and the fridges themselves look.”