Publican pushes staff to serve take-home alcohol to compete with supermarkets

He said that he is focusing on “elements of the trade that supermarkets can’t compete with”, by rewarding staff with bonuses when selling take-home drinks.

Brookes is offering heavily discounted ales, when bought in 18, 36 and 72 pint containers, for people having a party. Discounts are also available on draught and packaged ciders, imported and British bottled beers and lagers, and cases of wines.

A range of the imported and British bottled beers and lagers are available in presentation gift packs.

Brookes has also teamed up with Titanic Brewery to offer free presentation packs of Plum Porter bottles and glass, by having a collector card stamped when they buy Titanic’s Plum Porter, Chocolate & Vanilla Stout and Cappuccino Stout.

“Pubs need to look at what supermarkets can’t do,” said Brookes. “For example, they can’t sell real ale or cask ciders. They also can’t sell some of our pubs’ most popular bottled beers, like Sam Smiths of Tadcaster because Sam Smiths, like quite a few breweries, refuse to supply supermarkets. So if you like Sam Smiths beers, you can buy them from our pubs.

“We intend to attack the supermarkets head on – it’s up to us to encourage our devoted customers to support their local pub rather than the ubiquitous supermarket. But they’ll only do that if the price is right and can clearly be seen to be vaguely comparable to supermarket prices, for equivalent products.”

Brookes added: “It is very clear that pub operators have to tackle the threat to their trade from home drinking, via supermarkets, very seriously and need to develop a series of offers which keep their customers coming through their own doors and away from the supermarket. Landlords and staff need to show their customers – whether regulars or occasional visitors – that they are loved and valued, and that the pub wants their trade.”