One in four Star pubs take cut-price Sky deal

By John Harrington

- Last updated on GMT

Related tags Star pubs Cask ale

A quarter of Star licensees have taken the new deal
A quarter of Star licensees have taken the new deal
Almost one in four lessees of Star Pubs & Bars, the Heineken-owned leased pub operator, have signed up to the deal that offers 30% off Sky Ultimate if they stock specific Heineken products.

According to the 1,300-strong company, highest take-up rates have been in Cumbria and the Manchester and Edinburgh areas.

Star Pubs & Bars said the deal is worth an average of more than £3,000 per year to participating pubs. It includes commercial wi-fi, standard installation and Sky HD boxes.

To qualify lessees must stock Fosters Gold, Heineken and Desperados, three flavours of Bulmers and, where cask is on tap, up to two cask ale brands from Heineken portfolio and use Star Pubs & Bars’ premium packaged lager support package, which provides lower product prices in exchange for exclusively carrying Heineken brands.


Chris Jowsey, Star Pubs & Bars trading director, said: "Lessees aren’t just seeing Sky as a valuable overhead but as an investment in their business to grow trade. Our whole focus as a company is on helping operators increase their sales and profits. While it’s still early days, it’s very satisfying to hear anecdotes from all over the country of how this deal is already paying off and encouraging operators to give Sky a try."

He added: "Football is proving a big attraction across the board drawing in customers but equally many lessees have been surprised at the breadth of sports available and how attractive screenings of these are to different audiences.

"One lessee had a group of people take three days off work specifically to watch the Ashes in his pub."

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