More pubs than ever before are expected to celebrate St George's Day next Wednesday (April 23) after a high-profile campaign.
The value of St George campaign, launched by Bedford brewer Charles Wells in conjunction with The Publican, has seen a barrage of support from the industry over recent weeks. And the petition to make St George's Day a national bank holiday now has nearly 80,000 signatures.
A recent survey carried out by Unique Pub Company found that St George's Day was among the top five celebration days supported by its pub estate. Almost half (41 per cent) of the company's licensees actively promote the occasion.
Jackie and Alan Barnes, licensees at the Devonshire Arms in Bath, plan to profit from the occasion. Mrs Barnes said: "We'll be putting the flags out and decorating the pub and we'll all be wearing red and white clothes.
"Business gets a hell of a boost on days like this as people love taking part in things, which makes for a really great atmosphere in the pub. We're having an auction on the night to raise funds for a local charity, plus there will be traditional English food on the menu, such as bangers and mash."
Claud Fung who runs the Artichoke pub in Croxley Heath, Hertfordshire, is also a keen supporter of St George's Day.
He said: "The customers love it. We will play the 1966 World Cup final and the recent game against Germany where we beat them 5 -1. We also have face painting, tug-of-war and a barbecue with all typical English fare.
"We will probably increase business by about 30 per cent on the actual day while our competitors miss out because they don't support it."
Meanwhile, a survey has found that British people would nominate footballer David Beckham to be the St George of the present day.
Ex-shadow cabinet minister Ann Widdecombe was the nation's second favourite and singer Robbie Williams claimed third place in the survey carried out by Dorset-based Badger Brewery.