Whitbread is working on selling a piece of old Blighty overseas as it
tries to export the English pub.
The project, called English Pubs Abroad, was set up by Frazer Thompson,
the strategic development director who is about to leave Whitbread to
join Heineken’s Amsterdam office as its head of international branding.
Rather than exporting warm beer, greasy chips and lager louts, the pubs
will aim for a British traditional look. The pubs will be marketed on
the same principle as the hugely successful Irish theme pubs in the UK
and will stock Whitbread brands including Boddingtons and Flowers ale.
Whitbread is in talks with suppliers in Central Europe and North
America, where it hopes to start exporting the pubs.
‘The opportunity and potential for English pubs is huge. We have these
great retail skills in pubs and we have got these great ale brands. This
is about putting the two together and going abroad,’ said Thompson.
Whitbread is not the first brewer to attempt to export the British pub.
Allied Domecq has opened a chain of 20 British traditional pubs under
the name John Bull in Germany.