Pub hits back at Government by changing its name to ‘the Three B******s’

By Nikkie Thatcher

- Last updated on GMT

New name: the the James Atherton's rebrand will remain for as long as the current restrictions are in place
New name: the the James Atherton's rebrand will remain for as long as the current restrictions are in place

Related tags: MA500, Multi-site pub operators, Branding + marketing, Government

A pub in Wirral, Liverpool has temporarily changed its name to 'the Three B******s' in protest against the city region’s strict lockdown restrictions.

Liverpool was placed in the third tier (very high) of the Government’s new tiered system​ meaning pubs in Halton, Knowsley, Liverpool, Sefton, St Helens and Wirral had to close from yesterday (Wednesday 14 October) for at least four weeks (with the exception of those serving a ‘significant meal’).

Formerly known as the James Atherton in New Brighton, ‘the Three B******s’ pub sign shows a picture of Prime Minister Boris Johnson, health secretary Matt Hancock and Government adviser Dominic Cummings with bells on their heads.

Three BE 2

Decimated business

Rockpoint Leisure, the company behind the pub, stated the venue’s rebrand is a direct message to ministers on what the site’s operators see as a “litany of short-sighted and misjudged decisions, which have victimised the hospitality and leisure industries”.

The pub was boarded up for a number of years before Rockpoint undertook a regeneration project in the New Brighton area.  It employs more than 25 local staff members who are currently furloughed, on 70% of their wages.

Rockpoint Leisure chief executive Daniel Davies said: “The Government has unequivocally blamed our sector for being fundamental in the spreading of Covid-19, despite there being overwhelming evidence to prove otherwise.

“Our business has been decimated and their lack of action has compounded the problem. Westminster’s further decision to pick and choose which types of venue may open, based on those serving meals for example, is mind-boggling."

Perilous situation

Davies added: “While the renaming of the pub is clearly tongue in cheek, as far as I’m concerned, the gloves are off and ministers need to understand the gravity of the perilous situation they have placed us in.

“This is a town that finally feels like its on the up and we need funding immediately to protect our businesses and support our staff.

“Yet again, it feels as though Liverpool and its environs have been singled out. Winter is around the corner and we need tangible actions and solutions by those in power now.”

The pub's new name will remain for as long as the current restrictions are in place.

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