From looking at their website, it seems it will be a very large place with loads of seating (2 floors) and a permanent seforum.xxxe for what seems like a regular entertainment schedule. And the menu page showed these little "designer food" dishes, which leads me to believe the food will be upscale and expensive. The website also had a not yet completed section for selling souvenirs, probably over-priced t-shirts, mugs, and the like.
Somehow methinks it's not gonna be about the beer. Hope I'm wrong...