Pubs enjoy bumper St George's
250,000 extra pints of Bombardier sent out
The trade's biggest ever St George's Day celebrations put the smiles back on the faces of the country's licensees, as pubs pulled out all the stops to honour the nation's patron saint.
The credit crunch and economic downturn were briefly forgotten in pubs across the land, where beer festivals and special parties were staged to recognise England's national identity.
Indications are that this year's celebrations were the biggest ever, reflecting the increasing importance of 23 April in the calendar.
The celebrations were led by brewer Wells & Young's through its flagship beer brand Bombardier, which this year teamed up with English Heritage in a major partnership to promote St George's Day.
The highlight was a St George's Day family fun event staged at Wrest Park, Bedfordshire, over the weekend preceding the national saint's day.
Wells & Young's despatched a record 4,500 St George's Day kits to pubs, and feedback from licensees indicates events were a major success.
The brewer revealed it had sent out 250,000 extra pints of Bombardier into the trade for the celebrations, which had broken all records. Pub operator Charles Wells said licensees had noticed increased awareness of the patron saint's day this year.
"Pubs with events were rewarded with improved sales from people wanting to celebrate their national identity," said spokesperson Kate Hempsall.
Many pubs laid on special menus and beers to promote the event, with chefs scouring ancient recipes to inspire their food for the day.
Mitchells of Lancaster promoted English menus across its managed-house estate, and also offered special Patriot Bitter brewed for the company by the Bowland Brewery based in the Ribble Valley, Lancashire.
"It proved an excellent promotion for us and everyone who attended our pubs had a great time," said marketing manager Hazel Banks.
Pulling in those patriotic punters
St George's Day pub celebrations ranged from the traditional to the quirky as licensees conjured up a variety of special events.
Many hosts put on simple quizzes and music nights with food and drink thrown in. Others staged elaborate dinners with authentic, old English dishes alongside special beers brewed for the day.
One of the biggest celebrations was at the George, in Bethersden, Kent, which hosted the Wells Bombardier double-decker bus at a marquee party last Saturday.
Licensee Tony Le Beau laid on a beer festival with 18 different real ales, and a visit by St George, complete with horse, kicked off the celebrations early in the evening.
"We sold out of every beer and it was a fantastic success for us. We have held a party for the past five years — and this was the best yet," he said.
The Bell, at Adderbury, Oxfordshire, also celebrated with a display of morris dancing, staged in conjunction with the annual Adderbury Day of Dance. Drinkers enjoyed the special 303 beer from Hook Norton, named after the year in which St George is reputed to have slain the legendary dragon.
