Dixon pledges support to 'The value of St George' campaign

Industry expert Phil Dixon has lent his weight to "The value of St George" campaign.

Mr Dixon, an avid campaigner for the rights of licensees, has called upon pubs to boost profits by making the most of the national day.

He said it was ludicrous that Ireland's St Patrick's Day was celebrated more in England than St George's Day. "Research shows that one day that never fails to boost takings for the pub trade is St Paddy's Day," he said. "Nobody sits at home with a bottle of stout, they all go to the pub.

"It's a no-brainer to me. The industry has the ability to make St George's Day just as popular, if not more so, it just needs to be tackled in the right way."

Mr Dixon, who has held positions with the Midlands region of the Licensed Victuallers' Association and the British Institute of Innkeeping, called on the government to make April 23 a bank holiday.

Speaking at the Association of Licensed Multiple Retailers annual meeting, Mr Dixon said: "If we were to make it a national holiday, people would automatically go down the pub, sample English beers and eat national dishes. We should be proud of St George's Day and celebrate it accordingly."

Bedford-brewer Charles Wells and The Publican launched "The value of St George" campaign in February. Licensees are missing out on a massive £14.1m in lost revenue by not promoting England's patron saint's day on April 23.

For more ideas on how to celebrate St George's Day, visit www.thevalueofstgeorge.com