Something special is happening at a former car parts warehouse close to the Meridian Line in Lincolnshire where geographical east meets west, but it’s nothing mystical. The Tap on the Line, a nod to the 15 beers and Louth’s connection with the line from Greenwich, is a new kid on the brewing block. The craft beer-focused open-plan space – with bench seating for 80, Chesterfield sofas and plenty of standing room – is the brainchild of 31-year-old Kieran and his team.

The former supermarket retailer, who dropped out of university after four months, might be the founder of the venue and its linked beermaker Luda Brewing Co, but he insists the two-year-old venture only works because of family and friends.

Relationships and branding matter

His “genius” Head Brewer, Joe Byrd from Jacksonville in Florida, is due to become Kieran’s brother-in-law and his three co-directors are his best mates. “Because we’re young lads, people have a different perception of us. But we’re all business people with a keen eye for the branding, which has been critical to our success so far,” he says. “Joe makes a fantastic product that constantly surprises customers who’ve tried other craft beers, and we back that up with exciting, vibrant and energetic branding.”

Always ride the wave

“We’ve always said we want to be riding the wave rather than drifting behind it, so we reinvest the profits back into the business to make sure we grow and stay innovative.” The tap room team also involve the community, from an annual music and beer Ludafest to music bingo at the Tap and a beer festival at the local cricket club. The 15-strong team enjoy clear career progression, flexible hours and opportunities to learn new skills. And the front-of-house welcome for all guests echoes the business’ ethos of being fun, friendly and warm. Kieran adds: “If you train your team well and look after them, they will look after you and give customers the best experience. Back that up with products of consistent quality in an environment to match, and you will succeed.”

Stay positive to create energy

He admits the special bond behind the scenes at Luda is difficult to replicate, but says always focusing on the positives means everyone pulls in the same direction. “We like to get things done. If we have an idea, we run with it. If it works, that’s great. If not, we try something else. The important thing is not to be scared,” he says. Kieran and his team are always looking for the new, with a rebrand scheduled soon to elevate the operation’s point of difference. “In a nutshell, the product has to come first because that’s where you grow your reputation. Get that right and then use your branding to back it up.”