Proper Pubs has traditionally focused on value wet-led sites and, while the new mid-market model promises to maintain great value, it will also offer customers something different with an “extensive” wine list and craft lager, Admiral detailed.
In addition, the new mid-market concept will also boast a coffee offering along with a varied snack menu, including pretzels, popcorn and sweet treats.
The first pub to open to the public will be the Ashby Tavern in Hinckley, Leicestershire on Thursday 22 February, following a £265,000 refurbishment to “transform” the venue.
Inside, the pub has benefited from new fixtures, fittings and floorings throughout while the site’s spacious beer garden, which has seating for up to 200 people, is also set to receive from a makeover.
The Brown Cow in Liverpool and the Titwood in Glasgow, which are part of the Proper Pubs arm, will follow in the Ashby Tavern’s footsteps later this year in line with the new mid-market offering.
Earlier this week, the pubco announced it had ploughed more than £27m into refurbishments and updates across its Proper Pubs and tenanted and leased estate in England, Scotland and Wales last year.
Proper Pubs director Mark Brooke said: “We’re really excited about this new mid-market concept.
“We’ve been working hard on it over the last few months, and we’re looking forward to seeing it come to life in the Ashby Tavern.
“Value wet-led will always be the cornerstone of our business, but we see a real opportunity to open up to a different demographic and show them what Proper Pubs is all about.
“The Ashby Tavern will be a community wet-led pub with a slightly different look and feel to our traditional value sites as well as a different offer. This includes extensive cocktail menus and wine lists, as well as great drinks offers, such as after work cocktail promotions.”