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The development of pub marketing in the UK

The development of pub marketing in the UK Purpose – The purpose of this paper is to look at the changing relationship between brewers and pub owners. The paper considers the acquisition of British public houses by brewers and the introduction of national brands supported by advertising. The recent separation of brewing from pub ownership has brought about different types of public houses and different methods of marketing the outlets and the products offered. Design/methodology/approach – The objectives are achieved by examining a variety of written material relating to public houses and brewers in different periods as well as more modern sources to allow an assessment of the changing pub and the advertising techniques employed. Findings – Brewers advertise their products. When they also owned pubs, the promise of these products acted as advertising for the pubs. Now that brewers own only a small number of pubs, the different techniques have to be employed to attract customers. Practical implications – The paper suggests that managed and rented estates have evolved, with different ways of marketing themselves. This paper may help to develop a practical approach to their promotion. Originality value – The separation in ownership of brewers and pub owners is well enough known. The implications on group advertising have been largely ignored. This paper starts to address that gap. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

The development of pub marketing in the UK

J.D. Pratten
International Journal of Wine Marketing , Volume 18 (1): 11 – Jan 1, 2006
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References (29)

Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
0954-7541
DOI
10.1108/09547540610657641
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to look at the changing relationship between brewers and pub owners. The paper considers the acquisition of British public houses by brewers and the introduction of national brands supported by advertising. The recent separation of brewing from pub ownership has brought about different types of public houses and different methods of marketing the outlets and the products offered. Design/methodology/approach – The objectives are achieved by examining a variety of written material relating to public houses and brewers in different periods as well as more modern sources to allow an assessment of the changing pub and the advertising techniques employed. Findings – Brewers advertise their products. When they also owned pubs, the promise of these products acted as advertising for the pubs. Now that brewers own only a small number of pubs, the different techniques have to be employed to attract customers. Practical implications – The paper suggests that managed and rented estates have evolved, with different ways of marketing themselves. This paper may help to develop a practical approach to their promotion. Originality value – The separation in ownership of brewers and pub owners is well enough known. The implications on group advertising have been largely ignored. This paper starts to address that gap.

Journal

International Journal of Wine Marketing – Emerald Publishing

Published: Jan 1, 2006

Keywords: Brewing; Advertising; Marketing; Brand management; United Kingdom

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