40 St Pauls

Success Story 28 June 2017

Region/Nation West Midlands
Sector Hospitality, Accommodation and Food Service Activities
Programme Start Up Loans

Amanjot Johal was struck by the quality of bars he found in the capital as he set up a bar for another company in 2011. Great cocktails were everywhere and good service was essential.

He came back to Birmingham disappointed that his home city was lacking this type of offering, and began asking people whether they would be interested in a high quality bar experience. Amanjot already had a strong background in the industry having worked in the cocktail bar trade in since 2008 and won numerous awards. So, after a few years of asking he decided to replicate what he had found in London himself.

Amanjot decided gin would be the beverage of choice at his own bar, 40 St Pauls, as it is experiencing a resurgence in popularity at the moment. According to Amanjot, at one point last year a new brand of gin was being released onto the market every week! Set up with a £25,000 Start Up Loan he used these funds to renovate his premises which now provides seating for around 25. He is actually more interested himself in whiskey, tequila and rum and hopes to open another bar that focuses on these spirits in the future.

Hockley Tonic Water

Amanjot has two full-time employees and one part-time employee working at the bar and he plans on employing more staff. Amanjot’s knowledge of the business has grown and so has his brand awareness. He now has a lot of new and regular customers who love the bar!

Amanjot has since launched his own tonic water brand called Hockley Tonic, which he uses at 40 St Pauls and plans on having it stocked in other bars in Birmingham. The future looks bright for 40 St Pauls as Amanjot has plans to expand his business and open up another bar in a different city.