Artemus Group expands Brisbane’s Felons Brewing Co with new Manly Wharf venue

Felons Brewing Co, which was established in 2018 by Artemus Group co-founders Adam Flaskas and Paul Henry alongside Luke Fraser, Dean Romeo and Tom Champion, is set to “take over the Manly Wharf Bar” on 18 October under the moniker Felons Manly.

The Queensland-based Artemus Group, which last week announced plans for a transformation of its Howard Smith Wharves riverfront dining precinct in Brisbane’s inner city, acquired Manly Wharf for $110 million from TMG Developments in April this year.

“We’re excited to unveil Felons’ new home at Manly Wharf,” said Flaskas, director of Artemus Group.

“Our vision for Manly Wharf has always been to create a dynamic, community-focused destination, that fuses dining, and entertainment and raises the bar on hospitality.”

Felons Brewing Co has a 500-seat brewery and pub at Howard Smith Wharves and has been a key pillar of the precinct’s success over the past six years. The company was named Champion Queensland Brewery at the 2024 Independent Beer Awards.

Dean Romeo, brand director for Felons, isn’t taking the success of the craft brewer lightly amid the challenges facing independent brewers nationally.

“When we started brewing beer six years ago in Brisbane it was a very different landscape to what it is now,” Romeo tells Business News Australia.

“There has been such a massive increase in new brand and competitors into the category that it has made success a narrower corridor.”

But when it comes to Felons, Romeo credits the businesses success to a combination of “people, product and place”.

“We really are quite fortunate to have the locations we have, on the Brisbane River under the Story Bridge and now North Harbour looking into Sydney Harbour at Manly,” he says.

“This isn’t about copying what’s worked in Brisbane. It’s about creating a side of the Felons brand that is unique to Manly and Sydney.”

While the location has its merits, zoning constraints are currently a barrier to Felons’ plans to include a brewery on site. Romeo says Felons is aiming to bring this to fruition over time.

Henry, the Artemus Group co-founder and director, sees Manly Wharf as a prime site to expand the business.

“As a Sydney boy, I have had many fun times on the Northern Beaches,” he says.

“Manly is the gateway to our famous city and truly special, where the ocean meets the harbour.

“I am excited and indeed honoured to be involved in the revitalisation of the iconic Manly Wharf and to bring our beloved Felons brewery to its new home in Sydney.”

Artemus Group sees the establishment of a Sydney venue as a homecoming of sorts for the Felons story.

The brand drew its name from four “felons”, who in 1823 set sail from Sydney heading south - only to be sent off course and out to sea by a violent storm.

Against all odds, the felons found themselves shipwrecked on Moreton Island off Brisbane before finally finding their way to safety up the river.

Among the new initiatives planned by Felons Brewing Co for Manly Wharf is a Lifestyle Club that aims to foster community connections through weekly initiatives such as “beer yoga sessions”, along with local charity events, sustainability workshops and collaborations with Manly’s arts scene.

“Manly couldn’t be a better fit for Felons,” says Romeo.

“The lifestyle enjoyed in the Northern Beaches is up there with the best in the world and we’re excited to share that.

“Locals and visitors alike can expect an inclusive space where people from all walks of life can come together, and relax in good company, all while celebrating the magic of beer.”