Butcombe Group will be the new corporate identity with the existing operating brands remaining the same - Butcombe Pubs & Inns, Butcombe Brewing Co, Butcombe Boutique Inns, Liberation Pubs & Bars and Liberation Brewing Co.
The rebrand followed seven years of “significant and strategic” acquisitions, the group said, including Brains, Wadworth and Cirrus Inns.
Led by its food and drink offering, the expansion and development of the pub estate has been focused on the South of England, which now represents the group’s largest concentration of pubs.
However, the group asserted its Islands operations remained a “critical part” of its operation.
Successful expansion
Butcombe’s accommodation offer has also continued to develop, growing to more than 400 rooms, with plans to increase this to more than 700, following the launch of its premium room offering, Butcombe Boutique Inns, earlier this year.
The group said Butcombe Pubs & Inns managed estate, Butcombe Brewing Co and Butcombe Boutique Inns would be its main drivers of growth looking forward, adding the brand created “cohesion” between the three sub brands.
Butcome Group chief executive Jonathan Lawson said: “The Butcombe brand has quickly established itself as a leader in the premium pubs and drinks business.
“Following a period of successful expansion, it is now the largest part of our business and the area where the majority of our growth is likely to come from.
“Adopting Butcombe as our corporate brand is the logical next step and will support our exciting plans for future development.
“The Channel Islands will continue to remain an important part of our business and growth plans, operating unchanged under the Liberation brands.
Unhelpful budget
Lawson added the group remained “encouraged” by current trading levels, with like-for-like growth in the second half of this year running slightly ahead of H1 (6.4%), despite ongoing economic challenges.
He continued: “We have been particularly heartened by the performance in our London pubs, where the investment in our sites and offer has been really well received by our customers and we have driven double digit growth in London for the last 12 weeks.
“We have strong plans for the new financial year which we approach with confidence, despite the deeply unhelpful budget from the UK Government, which we see as being inflationary and contrary to their much-vaunted support for business.”
The chief executive added Christmas were in double-digit growth compared with 2023.
Lawson said: “We have seen a real move to celebrate Christmas out of the home, with bookings on Christmas day up significantly.
“Interestingly, the time of day showing the strongest bookings growth is the morning, which points to growing demand for brunches and lower alcohol occasions.”
