Matt Eley: A united front is imperative in 2011

VAT's up, one by one brewers are slowly revealing their own price hikes and extra pressures on consumers mean they will be more reluctant than ever to part with their hard earned cash for a pint.

That's the pessimistic view. Another way of looking at the situation is that with so much misery around, a warm pub with a great offer will provide a wonderful sanctuary for people across the land.

Either way, 2011 is set to be a year of major significance for the pub trade and here are a few predictions as to what the year ahead could have in store:

Food wholesale prices (along with utilities and pretty much every other type of bill) will go up but dining will continue to form an increasingly important part of pub trade. Good pubs can prise customers away from restaurants as consumers look to trade down in price but not experience.

And as outlets look for alternative revenue streams, providing accommodation and becoming a tourist attraction will also form part of more business plans.

On the political side of things the government is keen to rush through its licensing reform plans. For once it seems our industry is united in its approach to tackling this potential pitfall and it is not too late to have your say on issues that affect us all.

And a united front will be imperative in addressing other issues that could come our way. The cash-strapped government will naturally be looking to raise funds, which brings alcohol duty back into the spotlight.

After all, spats between various drinks sectors have done little to help the industry in the past. Divided we fall and all that.

One issue that divides like no other is the beer tie and this, along with a range of pubco reforms, will come under the spotlight again when the Business Innovation and Skills Committee reconvenes. Genuine progress in the relationship between landlord and licensee appears to have been made but it is vital that this continues to develop and that codes of practice are seen as a starting point rather than the end of the matter.

So what else? Sky will probably harder to afford, the foreign satellite saga will rumble on, doubtless we will lose another company or two, and despite the arguments of a hardcore brigade the smoking ban will not be repealed.

There will be casualties as some pubs close the curtains for the final time but there will also be others that thrive, bringing innovation, fun and great experiences to the trade.

So here's to 2011, let's make it a good one.