I V J There are over 57,000 of them. They're the cornerstone of social life in towns, cities and villages across the country. And everyone's favourite is known simply as the local'. But with fewer beer drinkers visiting them, is the great British pub under threat? World ofHeineken 39 - winter 2008/2009 Public House I Institution v; -I ,-y ■f 'f - THE PUB'S DILEMMA The British have enjoyed a love affair with the pub—and beer, the pub's most important commodity—since as far back as Roman times. Over the past few years, however, pubs have seen a steady decline in their annual beer sales, with changes in drinking habits, increased off-trade competition and the smoking ban all taking their toll. According to the British Beer Pub Association, over 30 pubs in the UK go out of business each week. Add to the mix a downturn in the economic climate and an increase in beer duty, and the decline in the pub's popularity can be easily explained. The question many in the industry are now asking is: where to from here? Some believe the answer involves a return to basics. ALE IN THE 19™ CENTURY At the beginning of the 19th century, pubs were the most important social venues for the working class man. As the country developed during the Industrial Revolution and its manufacturing output grew, beer drinking was seen as an important way of maintaining a healthy working class. Around this time, some entrepreneurial pub landlords began looking for ways to expand their customer base. Many decided to open a second area in their pubs, known as the lounge bar, to attract those interested in being entertained while they drank. Offering singing, dancing or card games, the lounge bar was a hit, and pubs up and down the country began to divide the public bar from the lounge bar. The beer was more expensive in this new section, but for some in class- driven Britain this just added to the appeal. By the end of the 19th century, the demand for beer had increased enormously. Keen to ensure drinkers remained loyal, and to gain a competitive advantage, breweries began signing agreements with pub landlords to sell their beers exclusively. Known as tied distribution, this form of one-brewery-only stocking transformed thousands of pubs around the country.

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World of Heineken | 2008 | | pagina 41