Winning the

MA awards changed our lives As last year's winners can testify, a boost in pub trade has been the key spin-off of the Morning Advertiser awards. Watch out for the entry forms in next week's MA, and change your life too Wine Marketing Pub of the Year The Water Witch, Lancaster The canal-side Water Witch is sailing towards a record year on the back of winning its Wine Marketing Pub Of The Year award last January. Licensee Matthew Jackson says trade has literally "taken off" since the pub won its title and has even prompted rival pubs in the area to "spy" on its wine retailing strategy. "Business has been superb over the six months since we won the award, we could not have hoped for a better response," he reveals. "Sales have improved through all aspects of the business and we are on course for a great trading year." Jackson says that the pub's record week last year has realised sales of £15,600, but on three occasions this year, the pub's tills hit the £30,000 mark. He says: "We got a wealth of local publicity on the back of the award from newspapers, radio and television." "Obviously our wine sales were boosted but beer and food business also saw a big upturn. One interesting point was the number of other pubs in the area which pricked up their ears when we won the title. We got several visits from local licensees looking at how we did things with a view to revamping their own wine offering." The pub's location on the banks of the canal has meant its terrace and beer garden has enjoyed tremendous business during the recent good weather. Jackson, and his partner Sarah Weekes, are already on the expansion trail and recently bought a hotel in Lancaster city centre. Customers visiting the Water Witch can choose from a wine list containing 45 different choices with many available by the glass. Wine accounts for some 25% of the pub's business, although beer and food sales are also on the increase thanks to extra customer traffic brought in by the award. Fundraising Pub of the Year Blue Bell, York The Blue Bell is the little pub with the big heart and this year licensees Jim and Susan Hardie have even more to shout about. The couple run the smallest pub in York, measuring just 36 square metres, which also makes it one of tiniest in the country. Susan says winning the top fundraising title has boosted the pub's charity and community work in no small way. "We've used the publicity to approach more firms for sponsorship and donations and it has really worked," Susan reveals. The Blue Bell's main fundraising projects are being put back until later in the year, but everyone connected with the pub hope last year's figure of £8,500 can be beaten. The bulk of the money came from a gruelling 260-mile sponsored bike ride by five regulars, including Jim. A notable feature of last year's fundraising was the bonus of completely unexpected help from American actor Paul Newman. A representative of Newman's food company just happened to call into the pub and was so impressed by the Blue Bell's charity work that a cheque for more than £1,000 landed on the doormat a few days later. Pub Promotion of the Year Need To Know, Blackpool Drinks companies are literally queueing up to sponsor promotions at Blackpool's premier entertainment pub, Need To Know (NTK). The success of NTK and its whacky promotions has made the venue a popular choice for some of the industry's top drinks brands. Manager Michael Sugden says his two major promotions this year are being sponsored by Budweiser and WKD respectively. "We have had a tremendous response after winning the award, and it has meant that drinks companies are now approaching us asking to sponsor our promotions," says Sugden. "In the old days it was a case of us chasing brewers and drinks firms, but now they are approaching us." Budweiser will sponsor NTK's summer promotion, King of the Bachelors, and next autumn's Battle of the Sexes is being backed by WKD. "The pub got a major boost from winning the best promotion award, which led to all sorts of local newspaper and radio publicity. In a town like Blackpool, where entertainment is king, it's a tremendous boost to get such a high local profile," adds Sugden. NTK launched the Blackpool summer season with an internal refurbishment, comprising hi-tech music systems, new dance floor and state-of-the-art fixtures and fittings. Tenanted Pub of the Year Ship Inn, Axmouth, Devon When you have run a successful pub for 37 years, it's probably difficult to know just how to squeeze that little bit extra from the business. But being Tenanted Pub of the Year has given Christopher and Jane Chapman the fillip to take the Ship Inn that vital extra yard. Local publicity resulting from the award has boosted the number of visitors to the Ship ­ which dates from 1880 when it was re-built after a fire destroyed the original 10th-century building ­ even though the pub has been "on the map" and a popular venue in its own right for years. The village inn is one of the "magnificent 17" ­ members of an exclusive club which has seen it appear in every edition of the Camra Good Beer Guide since its launch 30 years ago. "The Ship has always been well known locally, but winning a national award has broadened our profile and attracted people from much farther afield," says manager Peter Kirby. Kirby now helps run the pub, alongside the Chapmans, after their son Paul left the business earlier this year. "We have seen a lot of new faces here as a result of the award as many people have read about us in local newspapers and seen our website. It's given trade a definite boost and provided the pub with that vital bit of extra profile," he adds. Freehouse Pub of the Year The Horse & Plough, Bingham, Nottinghamshire Hosts Karl and Sharon Bartsch have not looked back since the Horse & Plough won its Freehouse of the Year title last January. The couple say the increase in business was almost instant as soon as word of the pub's success spread. "People were paying us a visit simply to discover what made Britain's best freehouse and the number of new faces was fantastic. It's provided us with a tremendous spin-off and has given us the sort of publicity and profile that money simply cannot buy," Bartsch explains. The couple won the award thanks to the way they turned around the fortunes of the Horse & Plough from a run-down struggler to an entrepreneurial success story. At the same time, living with the award accolade has enabled the couple to sharpen up their own standards. An emphasis on cask ales and quality food service is the cornerstone of the pub's retail offering, but now the Horse & Plough's merchandise and marketing is heavily weighted on the award.