Pub trade needs to brush up its image

It is an unfortunate consequence of the "hype-rich" times in which we live — image is everything. As a result of the growth of reality TV, the image projected often acts as an elaborate cover for a lack of genuine substance, talent or ideas.

It's fair to say that the UK's pub industry has struggled with its public image down the years, sometimes putting off more consumers than it has tempted in. However, even as it has faced one of most challenging periods in its history, the industry has never, from what I can remember from more than 16 years in the business, fallen short in the substance, talent and ideas stakes.

From travelling across the UK, either in my professional capacity, as an awards judge, or as a customer, the quality and range of skilled operators continues to astound. To take an old political slogan, "the UK pub-goer has never had it so good" in terms of service, range of product and offer.

For foodies, there are pubs that compete with the best restaurants; for beer purists, the range of ales and the rise of microbreweries should be able to satisfy even the most discerning palate. Add in increasing diversity, sustainability and the championing of local produce, and you could not find a more switched-on sector.

But — and it's a big but — the sector also has a capacity for shooting itself in the foot. The sector has all of the things above, and more, going for it, but you wouldn't know that outside of the trade press and those in the industry.

I have lost count of how many bodies are now connected to the sector, with only a few letters left in the alphabet that haven't been taken up by one group or another over the past year.

Don't get me wrong, some continue to do a lot of good, but others seem to be muddying the waters for their own ends. While this goes on, public perception of the sector will continue to be confused and unflattering.

Some parts of industry need to evolve, that's not in question, and one of the most important challenges is how we highlight all the good things taking place in the sector day-in, day-out to a bigger audience.

The UK's pub sector has the substance, talent and ideas, it now needs to sharpen up its image.