Raising a glass to St George

Thousands of pubs across the country painted the town red last month with the St George's cross flying high in honour of England's patron saint

A swathe of events across the land made 23 April by far the biggest celebration of St George yet.

As well as the MA's own campaign to encourage pubs to commemorate the day, this year's event was given fresh momentum by the involvement of pageant master Bruno Peek who set up Enjoy England, a special group whose aim was to turn St George's Day into a national event.

"The feedback has been fantastic," says Peek. "Because this was the first year we have done it, there is still a long way to go. But we have already started planning for next year. We really want to get all the brewers on board as well as all the pubs because it is such a

good opportunity."

On the night, Wells & Young's led the toast to St George at 10.45pm and says it was

impressed with the number of outlets that took part. Sarah McGhie, head of communications at Wells & Young's, says: "The day was another success for Wells Bombardier. It was a combination of great sales smashing targets, huge brand presence in pubs and a nationwide advertising campaign, and, finally, many of our stockists got behind the official toast

at 10.45pm.

"St George's Day is firmly in the industry's calendar; the weight of awareness that Wells Bombardier throws behind it, from a national television advertising campaign through to innovative promotions, and the great tasting beer, mean that 23 April will be a date for licensees to enjoy for many years to come.

It's a day on which they will ensure Wells Bombardier is firmly on the bar as part of their

celebrations."