Greene King campaigns to attract over-35 females

Greene King has launched a campaign to encourage its pubs to attract more women aged 35 and over, with the help of its female licensees.

Dubbed the "SWAGs" campaign (Sassy, Wise and Grown Up), it will encourage pubs to stock larger wine glasses, glossy magazines, along with more flowers and toiletries.

Different food and drink options, such as a range of quality coffees will also be introduced.

Greene King asked 50 of its female licensees how they would attract the over-35s.

"We're trying to get pubs to really get behind offering the right things for these women," said director of recruitment and training Caroline Hollings.

"Pubs often fail to accommodate women eating and drinking alone or out with other female friends."

Greene King also advised its licensees on social media and networkng and has seen success with Facebook fan pages.

Licensee of the Hare Arms in Stow Bardolph Trish McManus gained more than 100 fans within a week of setting up a page.

"I hadn't realised how easy social networking was and it's revolutionised the way I now market my pub and the events we hold," she said.