Jodie Kidd throws support behind Long Live the Local campaign

By Nikkie Thatcher

- Last updated on GMT

Celebrity endorsement: licensee and model Jodie Kidd has thrown her weight behind the campaign
Celebrity endorsement: licensee and model Jodie Kidd has thrown her weight behind the campaign

Related tags Long Live the Local Beer British beer & pub association St austell

A new campaign for Long Live the Local has been launched and is fronted by model and pub licensee Jodie Kidd.

The campaign looks to highlight the important social and economic role pubs play at the heart of communities in the UK.

It aims to celebrate pubs being back, with social restrictions being lifted later this month (July) and calls on the Government to invest in the on-trade through a VAT reform, beer duty and business rates.

Long Live the Local ​conducted research that found 86.2% of Brits formed a special relationship in the pub such as falling in love, having a first date, making a new friend or meeting their business partner.

More than half (55.6%) of those surveyed said the pub was a great place to spend time with friends, while four in 10 (41%) enjoy quality family time at the pub and 53.2% saying it provides a sociable and friendly atmosphere.

Pubs shut for good

Further research revealed almost a third (29.5%) of people said the closure of their local pub would negatively impact them.

The campaign said 8,200 pubs in the UK closed between 2010 and 2019 and due to Covid last year, this was accelerated with 2,360 pubs shutting for good.

Kidd said: “Pubs up and down the country are at the heart of communities and play a central role in our lives.

“We all know someone who has celebrated a special moment at a pub, whether it is a wedding reception with family or a catch up with an old friend.

“No matter how big or small the occasion, Brits rely on pubs to provide a warm, comforting and welcoming space to socialise.

“We can’t take pubs for granted and that’s why I’m backing Long Live the Local ​to help our pubs and breweries thrive.”

Very special feeling

St Austell chief executive Kevin Georgel emphasised how difficult the past year had been for the nation.

He added: “Pubs across the UK are, as always, ready to play their role in providing a warm welcome with great food, drink and hospitality, enabling us to meet up and enjoy all those great moments we have missed so much.

“It is really positive Jodie and Long Live the Local ​are back too, with a new fresh campaign celebrating the return of our social lives and reminding us of the very special feeling when you walk into a great British pub.

“This is just what we all need right now so St Austell is a strong and committed supporter of this new campaign.”

Furthermore, Long Live the Local ​renamed the Rose & Crown in Clapham Common, south London to the Rose & Rory in honour of the couple who met there two years ago.

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