this month.
PROMOTIONAL CONTENT
The changing face of the outside space by Ben Williams, national account manager, Fever-Tree
A monument to happier times for Arsenal fans at The Gunners in Finsbury Park, while it’s flamingoes a-go-go at 7 Saints in Prestwick
work for whatever kind of venue you are. Take the Fox & Hounds in Putney. The Stonegate pub is a fairly traditional sports bar with an outside space that has been transformed by a mural that gives the feel of being in a stadium. General manager Colin Woods says: “I wanted it to look like the TV screen was the scoreboard in the stadium. At first when the artist was doing it I wasn’t sure if it was going to work but he was layering and it all came together.” Meanwhile, the outside space at BrewDog Brighton has been brought to life by a mural referencing beer and pop culture. It was created by a couple of graffiti artists (Sifer +Jate), one of whom works at the bar. General manager Maria Barney says the work has created quite an impact. She advises: “Make sure you agree in advance what the mural is going to look like, or what the theme will be at the very least. It’s easy to let creative people have free rein but you need to make sure that what ends up on your business accurately portrays what you want or need. Use someone you know you can trust.” Not everyone will have budding artists on their bar team, which means you may need to find local talent. Catherine Lovegrove, who has created numerous designs for hospitality businesses, says:“Often pubs and restaurants like to have an unusual twist on a local theme or a design that reflects the owner’s interests. If someone says they don’t have any idea what they want for their mural, it is always possible to find a theme. Often they
Think back ten years ago or more and you would be more likely to refer to a space outside the back of a pub as a beer garden than a pub garden. Umbrellas and ashtrays, exhibiting the branding of mainstream lager companies, dominated them and many of the glasses being held by the customers also contained that amber liquid. More recently, however, the industry has begun to shift. As people are searching for a more quality eating and drinking experience, premiumisation has begun to dominate the pub garden scene. Couple this with the immense return of gin as many people’s favourite tipple, and the increased awareness of premium tonics, pioneered by FeverTree, and you’re now just as likely to see people drinking a Gin & Tonic in a pub garden as you are a beer. In the spirit of togetherness and community, our aim, starting with the summer of 2018, is to raise the profile of pub gardens to once more make them a real hub of activity in local areas, as Gin & Tonic gardens. By providing hints and tips about the nation’s favourite G&T combinations ideas on how to improve the aesthetics of the pub garden, Fever-Tree are inspiring publicans to transform their pub gardens into Gin & Tonic gardens this summer and beyond. With community being the focus of our plan we believe that by all working together everyone will benefit and have somewhere to take full advantage of the Great British Summertime. Raise a glass to the nations favourite summer drink, whilst soaking up the hours of sun. Cheers!
trade.inapub.co.uk p10-11-12 lead feat.indd 11
21/03/2018 01:16