Pring: Winning the generation game

Call it the optimism of youth, but isn't it striking how often the most enthusiastic, go-getting licensees you meet are under 35?

Visiting the pubs run by this crowd is almost always a real pleasure. Younger husband and wife licensees seem more sociable, better at greeting you and making you feel welcome than many older licensees.

They also come over as more positive about their businesses and its prospects. And they can be a lot better at getting involved in their community as well as using every marketing tool in the book.

Cynics will say, give them time — they'll soon realise what a knackering, soul-destroying grind running a pub can be, and all for a pittance.

Well maybe some of today's younger licensees will indeed end up that way, frustrated their dream has been thwarted by red tape, off-trade dominance and the changing ways of the world, or broken by ongoing struggles with their pubco.

But what a tragedy if that does happen.

As an industry struggling to attract talent, we just cannot afford to let bright young entrants sour into disillusioned older licensees always bemoaning their lot.

So how can we foster the positive attitude of young licensees and ensure that it survives as their careers develop?

Assistance​

One obvious step is to help younger entrants walk before we ask them to run. A tenancy will always be the best way in, one where the pubco can keep a close eye on them, help with openbook accounting and the like, and generally show them the ropes.

It's surely almost always a big step to disaster if young licensees take a long-term lease and are under pressure from day one.

Family brewers are often the best nursery slopes for new entrants. They offer a chance to concentrate on the business and not worry about maintenance issues. Enlightened pubcos can take the same approach too.

Indeed, the thoughts behind this leader article were partly prompted by a day in trade with Brakspear, which has managed to attract some excellent young licensees who seem to be loving what they're doing.

Genuinely happy people, their positive vibes made their pubs feel warm and friendly places — and their trading was going well.

It was also evident that these tenants had come into the trade with their eyes wide open. They knew it was going to be tough, but they relished the challenge ahead.

It's very different if you've been in the trade 20 years and seen it grow harder each year to keep your head above water.

Most in the trade believe this a real watershed moment. Beer sales are tanking, and pubs will soon be significantly down.

A new industry is emerging, and if we want young vibrant people running our pubs, we must give them every chance to make a success of it. How to do that is the industry's biggest challenge.