AD pubs target grey drinkers

Allied Domecq Retailing, the pub group responsible for the Firkin chain, is targeting older people with higher disposable incomes, with the launch of a lightly branded pub chain.

Allied Domecq Retailing, the pub group responsible for the Firkin

chain, is targeting older people with higher disposable incomes, with

the launch of a lightly branded pub chain.



The company has set up a new division, Golden Oak Inns, to run the

chain, which will rival Scottish & Newcastle’s Chef & Brewer brand. The

pubs will operate under their individual names and characteristics but

will have in common fresh food and a broad selection of wines and

ales.



The first pub to launch under the new covert branding is the Cock Inn in

Wishaw, West Midlands and the company plans to extend the format to

around 12 sites by the end of the year.



The launch comes as Allied Domecq Retailing announces plans to invest

pounds 150m over the next 12 months developing its pub brands.



Plans include the launch of an additional 43 Big Steak Pubs with Wacky

Warehouses and a further 54 Firkin pubs.



The company is also investing pounds 6m on 40 more Mr Q’s sites, its

pool- and music-driven pubs for young adults, and is expanding its

Brasshouse, Quo Vadis and Festival Alehouse brands.