Sheer Poetry

Imaginew Emmerdale without the daily doses of deceit and adultery, and you'd be left with similarly quaint surroundings at the village of Ashover in Derbyshire.

The picturesque rural backdrop is a fitting location for the Old Poets' Corner, a traditional village pub that is most certainly one to be proud of.

During their three years at the 17th century property licensee Kim Beresford and his wife Jackie have transformed an ailing establishment into the heartbeat of the community.

"We' re proud of it, because when we first set up, we were doing absolutely everything from washing the toilets to cashing up at the end of the night," says Kim, in a warm affable northern accent.

"It's developed from point zero to a pub that's trading very well, and is building a good tourist reputation."

Since the couple have been in charge, the Old Poets' has won the title of Pub of the Year from the local CAMRA branch, and was also crowned CAMRA's National Cider Pub of the Year in 2006.

Kim says that the pub's appeal rests with its status as "a destination and locals" venue in the heart of a lively community. "Ashover won Calor Village of the Year last year, and was area winner for Central England in the 10th anniversary of the awards. As a result Prince Charles came to see us for a big presentation."

A visit from the Prince of Wales is indicative of the Old Poets' commitment to tradition. Kim, who describes himself as "a real ale nut" has even built his own brewery in the pub car park, which supplies traditional real ale straight to the bar.

"We're proud of the selection of beers we do, and that they are in good condition. We have nine ales on, at least one of which is our own. We will either have a beer called Light Rale, which commemorates the old Ashover light rail, or Poet's Tipple."

On the tourist trail​

The wide selection of cask ales adds to the venue's rustic charm, and with a bed and breakfast and holiday cottage attached to the property, Kim is planning to capitalise on the tourist appeal by offering special brewing weekends. "The brewery has only been going since January. We're going to put together brewing weekends towards the end of year so people can come and stay in the cottage and brew some beer," he said.

As Kim explains, the pub also takes its cider very seriously, and always has "at least six traditional ciders on, including one perry".

With its open fireplaces and cosy, snug feel, the pub is a welcoming destination for pub-goers on a crisp but chilly spring morning. As Kim consults the resident cask-master Roy on the state of the cellar, the pub begins to fill up, with everyone from young labourers to elderly couples tucking into favourites such as the four-sausage platter and the 8oz sirloin.

Although the pub has a 70-30 wet/dry split, Kim recognises the gains that can be made from serving "traditional farmhouse food", and has even introduced some unique local recipes to the menu.

"The meat and potato pie does very well, as do the pork and black pudding sausages, made with pork farmed in Ashover. We're also talking to the butchers at the moment about producing a steak and Ashover Ale pie," she says.

At the weekend the pub offers a more diverse menu with beer and food nights allowing customers to match up their meal with a series of specially selected ales.

Events such as these contribute heavily to the Old Poets' success, with the pub also running beer festivals a couple of times a year.

"It pulls a few more people in. We had one last week, and moved 42 different beers, with an extension on the bar and five additional hand pumps," says Kim proudly.

During the four-day festival, the pub also hosted live music every night, neatly supplementing the weekly acoustic nights held every Tuesday.

"I sometimes end up being roped in to play. I usually do stripped down versions of Clapton or Hendrix," laughs Kim, who plays bass in his own classic rock band.

With the pub hosting a steady stream of innovative events, Kim and Jackie have to rely on every one of their 22 staff to muck in when it gets busy. "Because we have the B&B, the cottage and the brewery, I think we are actually classed as the biggest employer in the village," he says.

"It's fine to get more and more staff in, but they've got to understand the way the business is running. People have got to be happy doing what they're doing, and I think they appreciate that they get looked after. We have very few casualties!"

Promotional techniques​

With the holiday cottage already fully booked for next Christmas and New Year, the tourist potential of the area is evident, and Kim has shrewdly engaged with a number of promotional techniques.

"A lot goes into marketing a place like this even though people don't realise it," he says.

"We advertise in the local and national CAMRA publications, and we do a lot of our own in-house marketing posters and flyers."

Kim is fiercely proud of the community spirit that has been fostered by the pub, and is a firm believer in "good old-fashioned pub values".

"The beer has to be good, and we're selective about who we want to attract. We get all sorts from builders to magistrates and solicitors.

"The pub is a great leveller, and we want it to be a relaxing and a friendly place to visit."

There's no doubt that people come from far afield for the beer, but Kim recognises the potential for growth in other areas, and has recently started hosting conferences at the B&B.

"On average, we're still getting a 50 per cent increase year-on-year. We're amazed that the place has grown so rapidly in such a short period of time.

"You can only squeeze so much juice from a lemon, and once you level out, you see where you can go from there. We're expanding the brewing side, and 12 months down the line, we may look to take on another pub."

Kim is most definitely a man with a plan, and feels that licensees should be given more opportunities to display their business-building skills.

"People have dreams, but it's hard to make them reality when the wrists are shackled. There are lots of people as enthusiastic as me but, unlike here, they don't get a chance to show it."

The Old Poets' Corner ​

Location​ Butts Road, Ashover, Derbyshire

Licensees​ Kim and Jackie Beresford

"Kim and Jackie Beresford have transformed an ailing rural pub into the heartbeat of the local village community, with a warm welcoming atmosphere attracting both locals and tourists. The high quality ciders and ales, some of which are brewed on-site, have led to numerous awards, and the business looks set for further success with the introduction of holiday brewing weekends."