Drinks Pub of the Year 2009: The Royal Standard of England, Beaconsfield, Buckinghamshire
The Royal Standard of England is no stranger to these awards as it took the Speciality Beer Pub of the Year title last year and was named Pub of the Year at the Publican Awards. Set in rural Buckinghamshire, it is one of Britain's oldest pubs and can trace its history back 900 years.
But although licensee Matthew O'Keefe sits at the helm of one of Britain's most treasured old inns, he knows he must constantly drive the business forward to keep it alive.
He says the pub is the brand rather than the drinks it sells, so he sees no need to feature household names within the drinks range. Glasses are branded with the name of the pub, not the drinks they contain.
He stocks seven real ales as well as Belgian beers, craft lagers, 20 malt whiskies and a full range of wines. House spirits include Pusser's Rum, Stolichnaya vodka, Plymouth gin and Famous Grouse whisky.
The policy is to buy British beers, primarily, and the range is designed to fit the customer profile rather than simply buying in popular brands. Customers are consulted on their preferences and O'Keefe seeks drinks that are not available in supermarkets. He has, nevertheless, included classic products such as Marston's and Bass.
O'Keefe tries to recruit ambassadors from among the ranks of his customers. Whether they are ale drinkers, whisky connoisseurs or food buffs, he wants them to go away and return with their friends.
The pub has its own beer dispense fonts bought from French and German e-Bay. These ornate and eye-catching pieces have become the centrepiece of the bar. An orange juice machine is a new addition to the bar and the pub offers wooden trays with four indents in which to rest a range of glasses for whisky tastings. Five whiskies are available at a reduced price to allow customers to experiment and decide which their favourite are. As well as products from Scotland, other parts of the world are represented, including Japan.
Staff are trained in product knowledge and even the newest trainee can hold a conversation about real ale. Information is imparted to the customer in the form of drinks lists by category.
Although these can be hard to take in all at once because of the number of products on offer, they are quirky and interesting to read.
The Royal Standard of England is a destination food pub but still wet sales still account for 40 per cent of total turnover.
O'Keefe is a commanding yet affable and approachable character who loves to see his customers' enthusiasm about the drinks they enjoy.
