In 2018, the giant pubco announced it was taking Jägermeister and French brandies Courvoisier VS and Hennessy Fine de Cognac off its drink menu and replacing them with tipples from outside the EU.
JDW founder and chairman Tim Martin said: “This is a significant move by us and highlights our commitment to offering an excellent range of UK and world products, with an emphasis on quality and value for the 2m customers who visit our pubs each week.
“All EU products have UK or non-EU replacements, often at equal or better quality and price. It is important to remember that 93% of the world is outside the EU.”
However, the pubco has today (20 January) announced it will be celebrating Brexit by reducing the price of 10 products that originate in a range of European countries, but JDW has confirmed it will not clear the tipples from its menu after the flash sale.
What’s on offer
Its ‘Let’s stay friends’ offer will give customers approximately 60p off drinks that come from EU countries including, Germany, France, Spain, Poland, Holland and Ireland, as well as the UK.
The drinks include Estrella Galicia (Spain), Beck’s (Germany), Peroni (Italy) Tyskie (Poland) Jameson Irish Whiskey (Republic of Ireland) and Grey Goose Vodka (France).
Customers will be able to buy a bottle of Beck’s for £1.49, a bottle of Peroni at £1.99, Grey Goose Vodka (25ml and mixer) for £2.99 and a pint of Ruddles (England) for £1.49 at 700 Wetherspoon pubs (but prices may vary across the JDW estate).
The promotion will run between 31 January and 29 February across all of the company’s 870 pubs in the UK.
European neighbours
Martin said: “Many of our customers are keen to celebrate Brexit.
“At the same time we want to remain friends with our European neighbours and offer a range of drinks at an excellent price.
“In my opinion, there has been far too much political posturing in negotiations between the UK and the EU up until now.
“The UK should aim to treat all countries of the world equally by eliminating current protectionist tariffs on nearly 13,000 non-EU imports, which cause every person, and most businesses in the UK, to pay artificially high prices for everyday goods, including rice, oranges, wine and children’s clothing and shoes."
Economic reality
He continued: “The EU and UK need to understand that tariffs and protectionism are counter-productive.
“UK consumers will shun EU goods if tariffs are imposed on UK exports – as EU consumers might do if the roles were reversed.
“It is therefore pointless for one side to threaten the other with tariffs. The public and businesses will be the ultimate decision-makers through their purchasing choices.
“Let’s stay friends and enjoy free trade but take account of the economic reality. Consumers hold the whip hand in these negotiations, not governments.”
