Young's has launched an initiative to enhance its premium drinks offering, in response to consumer demand.
Starting this month Young's managers and tenants can choose from a broader range of premium brands to reflect their style of outlet. The aim is to give consumers more choice while also giving licensees the chance to trade the drinker up due to the quality of serve and perceived value of these brands.
Young's is delisting Stella and replacing it with a selection of genuinely imported, premium lagers including Heineken, Amstel and Pilsner Urquell.
These additional brands will complement Young's existing lager portfolio which includes Staropramen and Peroni.
Young's retail director, Patrick Dardis (pictured), said: "Our enhanced premium drinks strategy will ensure that we stay ahead of the changing market and complements the huge investment being made across Young's pubs. The new drinks range will ensure we meet the needs of our customers who are visiting Young's pubs for the quality of the service, the offering and the overall experience. Young's has always prided itself on the quality and individuality of its pubs, as well as its serious approach to food."
Young's has broadened its premium cask ale range with the addition of Courage Directors and Wells Bombardier to its existing portfolio of cask ales, and can now offer customers a choice of up to five quality ales on the bar.
Addlestone's premium cloudy cider has also been added to the existing cider range, as well as Fentiman's and Feelgood premium soft drinks.
Mr Dardis added: "The quality of the serve is also an essential part of this strategy, to complete the premium experience for the customer. All premium beers are served in the appropriate branded glassware, with Pilsner Urquell served in its iconic branded crystal glass. In selected pubs, Heineken's innovative continental draught dispense will also be installed."