Punch Taverns is to resurrect one of Britain's historic brewing names, badging a slew of London pubs under the name Taylor Walker, M&C Report understands.
The managed and leased pub group is to add the name, which is almost 300 years old, to about 100 pubs within its managed arm — Punch Pub Company.
Clive Briscoe, marketing director, told M&C Report that the aim was to unite some of the "iconic" businesses that the group operates within the capital, such as The Anchor at Bankside, The Audley in Mayfair and the Punch & Judy in Covent Garden under an umbrella name.
He said: "Our whole focus is about developing strong concepts. This is not a rebranding exercise but an opportunity to badge together a whole range of iconic London pubs.
"What binds them together is that they are all fantastic pubs that have been around for years, they are all unique and have great heritage and tradition."
The Taylor Walker name dates back to 1730. At its peak it operated more than 600 pubs, which eventually become part of Allied Domecq.
Its Barley Mow Brewery at Limehouse in East London was demolished in the 1960s but its Barley Mow pub next door to the site still exists today - trading within the Gordon Ramsay Holdings group as The Narrow.
While many pubs from Allied became part of Punch Taverns, the Taylor Walker brand name is now actually owned by Carlsberg UK, after the brewing business of Allied was acquired by the Danish brewer.
Punch and Carlsberg have signed an agreement that allows Punch to own the name in pub retailing.
The move by Punch will be likened to the Nicholson's business operated by Mitchells & Butlers (M&B).
The M&B name itself is also an old pub and brewing name, which M&B reprised when its pubs were split away from the Six Continents hotels group.
The Taylor Walker badge will be launched on October 19 with a new menu across the 100-strong business.
Punch hopes to complete the physical badging exercise at each property within "a couple of months".