NEWS: Whitbread exports English pub

Whitbread is working on selling a piece of old Blighty overseas as it tries to export the English pub.

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.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands