Tampa Bay, FLA (July 20th, 2021) – Beer aficionados and downtown revelers will have a new Australian Brewpub to experience late this summer. The new concept, “Where’s Jubes” Aussie Brewpub & Grill is midway through construction with anticipation of opening doors in late August. The brewpub is located at 277 Central Ave, St. Petersburg, FL 33701.
When Australian-born restaurateur, Josh Cameron noticed the Lucky Dill Deli on the corner of Third street and Central Avenue of downtown St. Petersburg, he was transported back to his homeland of New South Wales where many pubs are historic two story buildings chock-full of character. He purchased the deli in 2018 with the dream of opening his very own Australian Brew Pub. Cameron, Principal of Crafty Hospitality, also purchased The Oyster Bar – one of the longest-serving restaurants in downtown St. Pete – and most recently re-invented the old Fortunato’s location into the popular Crafty Squirrel.
For the past year or so, the deli has been vacant while permits were underway. Cameron selected PJ Callaghan, a fourth generation commercial and industrial construction company to take on the project of restoring the hundred year old building
while bringing his vision of an Australian brew pub to life. The sixteen hundred square foot pub will feature repurposed poplar from Australia, industrial steel, four brew tanks, and extensive outdoor lounge seating. “It’s a modern, industrial buildout but with the warmth of Boston’s Cheers” says Cameron. At Crafty Hospitality, our culture is customer-first. Warm hospitality and a feeling of familiarity for our guests is what we’re aiming for.”
Cameron commissioned local advertising agency, Evolve & Co to develop the brand with modern typography, a custom illustration of Jubes himself, and a cheeky f*cking brand voice. To tell the story of “Where’s Jubes”, the agency did a series of interviews to discover Cameron’s childhood nickname “Jubes” and his demanding schedule managing multiple restaurants and a family make him somewhat elusive leading many to ask: where’s Jubes? It’s also a play on Where’s Waldo, as Cameron reveals. Interviews
“Building this brand was an honor and an adventure. It was crucial to convey Jubes’ personality through brand voice and visuals, and it was definitely the most fun the creative team has had on any brand development project” says Lisa Williams, President of Evolve & Co. “We also got to collaborate with the incredibly talented illustrator, Sarah Sheppard for a custom illustration of Jubes which will be featured creatively throughout the branding and interior.” Logos + Imagery + Brand Variations
In partnership with award winning Australian Brewer, Brian Watson, Cameron has spent the last year importing and perfecting the malts, hops, and barleys using SmartBrew technology. He plans to open with eight to twelve varietals, brewing eighty to a hundred kegs a week. Paying homage to Australia, Cameron branded his beers with tributes to his birthplace. Brews will be served in custom glassware at ten and twenty ounces.
Hops: East Kent Golding
Color: Dark, deep ruby
On the nose: Caramel, toffee, and chocolate
Taste: Smooth, medium body with a lingering malty finish
About Cocklebiddy: No one actually knows what Cocklebiddy means, but it’s famous for being home to the longest cave in the world – over 6km long, although 90% of it is under water. A very typical Aussie outback joke, the Nullarbor Links Golf Course is the world’s longest golf course with the first hole in Ceduna, South Australia and the 18th hole 1365 km away at Kalgoorlie.” Surrounded by mallee scrub, the observatory has studied the birdlife of the area for decades and has recorded over 230 different species including rare migratory birds like red-necked stints and ruddy turnstones which travel over 10,000 km from Siberia.
Booti Booti Brut IPA
Hops: Galaxy, Amarillo, Citra
Color: Pale Gold with slight haze
On the nose: Tropical and citrus with a light fruit salad
Taste: Very dry, drier than my ex wife, but not as bitter
About Booti Booti: Booti Booti is a national park in New South Wales, Australia, 282 kilometres, by road, north-north-east of Sydney. The holiday town of Forster-Tuncurry lies immediately to the north. It gets it’s name from Buti But, the local Worimi Aboriginal word meaning “plenty of honey”. 654 species of native plants make up Booti Booti National Park, and 17% of the park is classified as rainforest. Park go-ers enjoy hiking, swimming, birdwatching, and in the winter – whale watching.
Pleasure Point Light Pale Ale
Hops: Cascade, Amarillo
Color: Pale with a slight haze
On the nose: Good body with a touch of complete malt
Taste: Citrus, tropical, and floral notes with a light, pleasurable finish
About Pleasure Point: Pleasure Point is a small suburb, in south-western Sydney, in the state of New South Wales, Australia. Pleasure Point is 27 km south west of the Sydney central business district, in the local government area of the City Of Liverpool. Pleasure Point is a geographical formation on the southern bank of the Georges River which lends its name to the suburb. The only adjacent suburbs are Voyager Point, Sandy Point and Holsworthy. East Hills and Picnic Point are located on the opposite bank of the Georges River. The suburb has been around for more than 30 years.
Shag Point Pale Ale
Color: Sparkling with a light haze, pale
On the nose: Intense citrus and tropical fruit
Taste: Well balanced, crisp, clean, and refreshing
About Shag Point: Shag Point is in Central of South Australia on the Southern Ocean. It is in the local government area of ‘Streaky Bay’. The ‘Streaky Bay’ local government area is classified as a ‘District Council’. For thousands of years, the area around Streaky Bay has been inhabited by the Wirangu people.
Hops: Pacific Jade, Cascade
On the nose: Light Malt, fruit dominant
Taste: Light and crisp
About Crackenback: Called the “snowy mountains”, it’s a small New South Wales Rural Location within the local government area of Snowy Monaro Regional, it is located approximately 378kms from the capital Sydney covering an area of 84.542 square kilometers.The Crackenback Range is located within Kosciuszko National Park and the outskirts of the Thredbo River Valley between Jindabyne and Thredbo.
Bong Bong IPA
Hops: Mosaic, Citra
Color: White and hazy
On the nose: Citrus, juicy fruit, tropical, and delicious
Taste: Full, rich, and juicy
About Bong Bong: Bong Bong was a small township in the Southern Highlands in New South Wales, Australia. It is also the name for the surrounding parish. All that remains now is the Church, called Christ Church. In the Christ Church cemetery is buried the Australian explorer Joseph Wild. A railway station known as Bong Bong opened on the Main South railway line in 1878, closing in 1913.
Hops: Mandarina Bavaria
Color: Sparkling, clear, pale
On the nose: Light citrus, delicate malt
Taste: Well balanced, crisp, clean and refreshing
About Barangaroo: Barangaroo is an area of central Sydney, New South Wales, Australia. It is located on the north-western edge of the Sydney central business district and the southern end of the Sydney Harbour Bridge. Used by indigenous Australians prior to colonization, Barangaroo was the second wife of Bennelong, who was interlocutor between the Aboriginal people and the early British colonists in New South Wales. The city is in redevelopment, adding a cultural space, hotel, and casino.
Spanker Knob Pacific Pale Ale
Color: Pale with a light bright haze
On the nose: Passionfruit with a citrus tropical overtone
Taste: Light, balanced crips, clean and refreshing
About Spanker Knob: The etymology of this hill’s marvelously dodgy name isn’t definitive. But the theory is that it came from the enjoyably high quality of the drive past it a spanker of a run”. Spanker Knob is a mountain located near the South Pacific Ocean within the State Forest in the southeast of Victoria. Spanker Knob is at an altitude of about 285m above sea level.
Wonglepong Light Lager
Hops: Mandarina Bavaria, Saaz
Color: Pale and clear
On the nose: Light Mandarin and Citrus
Taste: Clean and crisp, a traditional lager
About Wonglepong: Wonglepong is a rural locality in the Scenic Rim Region, Queensland, Australia. In the 2016 census Wonglepong had a population of 341 people. Wonglepong straddles a valley upstream from where Canungra Creek joins the Albert River. Development is centered along Beaudesert Nerang Road which passes through the lowest elevations. In the east the slopes of the valley rise sharply towards the Tamborine Mountain plateau. The name Wonglepong was the name of the local railway station name from 1927 (previously known as Sarah Vale). Wonglepong is believed to be an Aboriginal name possibly meaning either forgotten sound or referring to some feature of Mount Tamborine.
Koolanooka Red Lager
Color: Light ruby red
On the nose: Citrus, toffee, and caramel
Taste: Smooth, medium body with lingering malty finish
About Koolanooka: Koolanooka is a small town in the MidWest region of Western Australia. It is situated between Morawa and Perenjori just off the Mullewa-Wubin road. At the 2006 census, Koolanooka had a population of 46. The town takes its name from the nearby Koolanooka Spring. The word is Aboriginal in origin and means place of plenty wild turkeys.
Iron Knob West Coast IPA
Hops: Chinook, Citra, Simcoe
Color: Pale light copper
On the nose: Citrus, grapefruit, and ripe tropical fruit
Taste: Light body with intense lingering bitterness.
About Iron Knob: Iron Knob is a town in the Australian state of South Australia on the Eyre Peninsula immediately south of the Eyre Highway. It is a historic iron ore mining town calling itself the ‘Birthplace of Australia’s Steel Industry’. Prior to the arrival of Europeans this harsh desert area was sparsely populated by the Banggarla Aboriginal people. The Visitor Centre includes a Mining Museum which has old mining equipment and a large selection of mineral specimens, taken from the mines in the area.
The food menu development is underway in the test kitchen, but a few standouts include:
Rosemary Balsamic Spare Ribs
braised in balsamic & rosemary, slow cooked & sautéed off
beef patty, bacon, cheese, egg, caramelized onion, pickled beets, tomato and lettuce
Grilled Prime Rib
garlic mash, asparagus, burnt brown butter and thyme
Beer Battered Wedges
potato in sweet chili, sour cream, and chives
Sticky Date Pudding
served with bourbon infused ice cream
PJ CALLAGHAN: PJ Callaghan is a fourth generation construction company that provides services for commercial and industrial construction projects across the state of Florida. PJ Callaghan is located at 3251 Morris St N, St. Petersburg, FL 33713. (727) 573-2505 | https://www.pjcallaghan.com
WHERE’S JUBES: Where’s Jubes is an Australian Brewpub located at 277 Central Ave, St. Petersburg, FL 33701. www.wheresjubes.com | Socials: @wheresjubes
EVOLVE & CO: Evolve & Co is a full-service advertising agency located in downtown St. Petersburg, Florida. The company is a collective of brand strategists and creatives, specializing in the lifestyle vertical. The firm is located at 475 Central Avenue Suite M7, St. Petersburg, Florida 33701. www.evolveandco.com | Socials: @evolveandco | 727-490-9835
Editors: For details, or to schedule an interview contact Lisa Williams email@example.com or 727.490.9835.
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