New campaign to attract pub licensees

The Independent Family Brewers of Britain (IFBB) has launched a new campaign to encourage more people to choose a career as a licensee.

The organisation, which represents 28 family-owned brewers, is hoping its new targeted marketing communications campaign will help attract more people to the industry.

Many people don't realise the great benefits that a career in licensed retailing offers​Paul Wells, IFBB

In total, Family Brewers of Britain members own over 4,500 pubs, employ over 41,000 people and produce six per cent of all the ale produced in Britain, across 453 different brands.

"We want to make a career as a licensee, the career of choice for more people than ever before,"​ said IFBB and Charles Wells chairman Paul Wells.

"As well as attracting more young people and more women into the job, we'd like to see people who are currently in other careers thinking about making the move into this industry too.​

"Many people don't realise the great benefits that a career in licensed retailing offers. As well as variety, job security and professional support, pub managers can earn an excellent wage - which in the case of live-in managers can often simply be banked as savings.

"What is more, Family Brewers of Britain members enjoy a higher level of investment in repairs and improvements than any other brewer, meaning our members' pubs are always of the highest standard."

This is the first large-scale, national campaign from the organisation since its launch in 1993.

The communications campaign will target national as well as local media, bringing together all 28 brewers as one voice.