 Bruce went on to found the Firkin Pub chain and Bruce's Brewery, which started as a single pub in Elephant and Castle, London, in 1979.Peter Austin oversaw his choice of kit and the design for its small basement brewery.He borrowed £10,000, secured against his house, and opened the "Goose and Firkin" at 47 Borough Road (A3202) next to the junction of Southwark Bridge Road and a railway bridge leading to Blackfriars station over the river to the north, and close to the Ministry of Sound and the Student Centre of the Polytechnic of the South Bank (now London South Bank University).