£2m investment by Heineken to revamp ‘tired’ Midland pubs
PUB and brewery group Heineken is planning to invest more than £2 million into its estate in the West Midlands, which it estimates will create 87 new jobs.
The company is to carry out a wide-ranging programme of renovation work among its Star Pubs portfolio of leased and tenanted premises.
This will see the company invest around £2.4 million in the region, backed by a further £232,000 from its licensees.
Across the country, the refurbishment work is expected to total £39 million, covering 612 venues and creating 1,075 new jobs – representing a quarter of its entire Star Pubs UK estate.
Star Pubs said the work would concentrate on transforming tired pubs in suburban areas to reflect the changing landscape as people work from home more and travel less.
The revamps are designed to broaden each pub’s use and appeal, giving people additional reasons to visit.
Zoning will signpost customers to the area likely to suit them best, enabling different groups of customers to enjoy a variety of activities such as watching sports and dining out without disturbing each other.
Other changes will include overhauling cellars with new dispensing equipment.
Star Pubs’ managing director Lawson Mountstevens said: “People are looking for maximum value from visits to their local. They want great surroundings
and food and drink as well as activities that give them an extra reason to go out, such as sports screenings and entertainment.
“Creating fantastic locals that can accommodate a range of occasions meets this need and helps pubs fulfil their role as vital third spaces where communities can come together.
“Pubs have proved their enduring appeal after all the disruption of recent years (and) Star Pubs is on track to have the lowest number of long-term closed pubs since 2019.
“We’ve spent more than £200 million maintaining and upgrading our pubs over the last five years and we’ll continue to invest to keep them open and thriving.”
Among the West Midlands venues to have already undergone facelift work is The Plough & Harrow in Catshill near Bromsgrove. A £316,000
programme included decorating the outside of the pub, a revamped beer garden with new furniture, lighting and a fire pit and a play area for children.
The pub has been taken on by local resident and new licensee Beth Smith who was keen for it to return to what Star Pubs called the heyday of her youth.
She said: “Everyone is really positive about the changes.
“Residents are using The Plough & Harrow again and trade is building all the time.
“Open-mic nights and bands are proving particularly popular.
“Looking forward, I want to introduce coffee mornings for older residents and fundraisers for local charities. Although it’s been stressful at times, it is well worth it as hospitality is in my blood.”