West: Green Dragon
Market Lavington, Wiltshire
Nicky and Stephen Wragg have rekindled trade in the two years they have been at the helm of the Green Dragon. In that time, both wet and dry sales have more than doubled at the pub, which is situated right at the heart of the busy Wiltshire village of Market Lavington.
While many rural pubs are looking at increasing food sales to the detriment of drinkers, Stephen says the Green Dragon's roots are still firmly bedded in beer. "We are not food-led. We offer proper pub food, but still sell a lot of beer."
The current wet:dry ratio is 70:30 and sales volumes for both sides of the business are increasing in line with one another. The Green Dragon also has three letting bedrooms, which are popular for tourists who frequent this picturesque region. Stephen adds: "We have increased our food and bed and breakfast trade without becoming a restaurant or a hotel."
While relying mainly on word of mouth for attracting new customers, trade has also been boosted by the pub being listed with the British Tourist Board, together with placing adverts in the local parish magazine. Recently, Stephen and Nicky received bookings from the US and Australia not via the British Tourist Board confirming that relying on word of mouth recommendations to increase footfall is working.
As the Green Dragon is part of Devizes brewer Wadworth's estate, cask ale is to the fore. Volumes of IPA and 6X have grown month-on-month since the couple took over. The pub also does a good trade selling Wadworth's seasonal ales. Trade has been assisted by the pub being listed in the Good Beer Guide as well as holding Cask Marque accreditation.
The Wraggs have also worked tirelessly to make the pub the focal point for village life. The back garden has benefited from investment in new furniture and patio heaters, which are appreciated by residents of a nearby old folks' home. The Green Dragon is home to local football teams and organisations like St John's Ambulance and the PTA for the local school. The pub's skittle alley and function room are made available free of charge to any local group or society wanting to hold meetings.
