Those wanting to take their brew-loving palettes global could always find the perfect international beer for the occasion when visiting World of Beer at 335 George St.
These days, you won’t see the familiar black and gold World of Beer emblem outside of the busy bar, but you will see something new — the sign for Hub City Brewhouse, which has replaced World of Beer with a new food menu, music and atmosphere but the same enormous international beer menu.
Hub City Brewhouse, owned by Will Mingo of Middlesex and managed by Ursula Cordero of New Brunswick, converted World of Beer into Hub City Brewhouse in September after much feedback from bar regulars.
“The World of Beer brand is very Florida-based and -centric and there were a lot of things put forth that weren’t the best fit for New Brunswick,” said Mingo, who also owned the New Brunswick World of Beer location since it opened about three years ago. “We wanted to become hyperlocalized and better service our community.”
The biggest evolution at 335 George St. has been the food menu, since Hub City Brewhouse now serves several new items such as boneless wings, a top seller; jalepeno poppers served with mango habanero dipping sauce; fried Oreos, a Jersey favorite; nachos with chicken, barbacoa beef or vegetarian chili and more.
“We weren’t making any progression through World of Beer,” said Cordero. “Now, we are not just a bar — we are a restaurant/bar. It’s not just about the beer anymore.”
Clearly, the new recipes and menu items from Hub City Brewhouse’s new food provider is paying off — already, their food sales have increased between 5 and 10 percent. Mingo said that the new menu items are more exciting and flavorful and that guests have been excited to finally be able to order the items that they have been asking for.
Three hundred international beers in total, including 50 rotating beers on draft, are still offered at Hub City Brewhouse from countries such as Belgium, Germany, India, New Zealand, Japan and the Dominican Republic, but the bar is now able to offer much more New Jersey-local beers such as those from Flying Fish Brewing of Somerdale, Flounder Brewing of Hillsborough, Demented Brewing of Middlesex, Lone Eagle Brewing of Flemington and others since they no longer need corporate approval.
However, if Miller Lite or Bud Lite is your go-to beer, the new bar now offers macro brews as well, unlike World of Beer.
“If you want to come in and have what you’re used to drinking every day, now you can,” Cordero said. “We are opening our horizons to all types of clientele.”
Plus, if customers have an idea about a food item or beer they would like to see, Hub City Brewhouse is much more able to consider those opinions than the New Brunswick World of Beer location was.
Mingo said that Hub City Brewhouse, which can accommodate 180 people and brings in between 1,200 and 1,500 people each week, is the only New Brunswick bar, in his opinion, that fuses all of the experiences of great music, an ideal football destination, a place to try international beers and quality bar grub.
“There’s always great music, there’s never a cover charge and you can catch all of the games here,” said Mingo. “We have consciously looked to change the experience here and we are now the antithesis of what World of Beer was.”
Hub City Brewhouse
Where: 335 George St., New Brunswick