Pubco offers countryside walking app to attract younger crowd

By Helen Gilbert

- Last updated on GMT

Plot your route: Brakspear promotes walking app ViewRanger to draw in younger crowd
Plot your route: Brakspear promotes walking app ViewRanger to draw in younger crowd

Related tags: Henley-on-thames, Public house, Walking

Brakspear is hoping to target younger drinkers with an interest in walking via a new app that details countryside trails within the Oxfordshire and Berkshire regions.

Altogether, 19 of the Henley brewer and pub operator’s alehouses including the Fox & Hounds, Watlington, and the Cherry Tree Inn in Stoke Row, Henley-on-Thames – both in Oxfordshire – feature on the free GPS app called ViewRanger, which detects the user’s precise GPS location and overlays up to three different routes on detailed maps that can be used without the need for a phone signal. 

Collaborative creation

The trails, which were created in partnership with the Trust for Oxfordshire's Environment (TOE2) and Henley Town Council, take the form of circular walks that start and finish at the pub.

“Many of our pubs are located in beautiful spots and our customers like to explore the surrounding countryside, particularly in autumn when the weather is generally perfect for a good walk followed by a warming pint or bite to eat,” explained Brakspear chief executive Tom Davies.

"Launching the pub trails as an app extends their reach, particularly to younger walkers. This is a great example of new technology enhancing the experience of a centuries-old tradition of the British pub and country walking.”

Potential for estate rollout

Brakspear, which has about 130 pubs in its portfolio, intends to roll the initiative out to “as many pubs in its estate as possible”.

The pubco has also recently signed a deal with Marston’s Beer Company, which means the brewer will become Brakspear’s primary drinks supplier.

Starting from yesterday (1 November), the contract will be rolled out across all Brakspear pubs giving them full access to all Marston’s brands.

Marston’s has worked with the pubco for a number of years, brewing Oxford Gold and Brakspear Bitter under licence for the pubco since 2002.

Related topics: Marketing

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