How Jurgen Klopp's iconic bar in Liverpool has been rebranded

Following Jurgen Klopp’s emotional farewell last season, the owners of Jurgen’s Bierhaus on The Strand in Liverpool city centre have opted for a rebrand. 

After the bar opened in 2019, fans came from far and wide to follow the Reds' fortunes and celebrate successes such as the club's first league title win in 30 years.

But after a complete renovation, with Anfield memorabilia removed and Jurgen Klopp's name taken down, the venue is now unrecognisable.

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After renaming their establishment The Three Graces, in honour of the city's famous waterfront buildings, the owners' focus is now on putting local musicians and entertainers in the spotlight, as well as screening live TV matches for both the Reds and Everton.

In an interview with the Liverpool Echo, venue partner Gary Baker said: “The decision was due to Jürgen leaving Liverpool and the fact that, as a business, we needed to survive.

“Things change all the time and we thought we should make the most of being opposite The Three Graces and having such a beautiful venue.”

The term refers to the Port of Liverpool Building, the Royal Liver Building and the Cunard Building, all of which are located at Pier Head on the River Mersey, which is a recognised World Heritage Site.

The bar’s new broad appeal

Despite the bar previously being primarily a Liverpool FC hotspot, the venue’s new renovations have attempted to wipe the slate clean and invite all sports fans in the city to make use of the facilities.

Baker added: “We have all this sport in the city and two fantastic football clubs. Why not bring everyone together and celebrate that?

“This is going to be a hub for everyone to come together and enjoy watching sports, no matter what team they support.”

Despite new Liverpool boss Arne Slot’s remarkable start to life in the Premier League, winning all three games with three clean sheets, the owners have ruled out renaming the venue after him for now, claiming “he still needs to build a reputation.”