With a renewed focus on creating diverse, unique and inclusive venues, using data to drive its strategy, Laine is preparing for what Danks said was shaping up to be a “bonkers” year in 2026.
“Laine has always been a pioneer in reinventing pub spaces for the next generation of consumers. Pubs have been reinventing themselves for hundreds of years. Someone has to be at the forefront.
“We’re repositioning our pubs as Gen Z leaders,” he said.
Last month, the Brighton-based company revealed to The MA it had decided to shift its focus away from brewing to concentrate on its pubs, licensing production of its beers, including Sonar Hazy IPA, to Keystone Brewing Group.
While the beer portfolio remains important, Danks said where the brews were made became less significant. “It’s more about the iconic beer brands behind the bar. The economics of brewing at scale just weren’t feasible for the long term,” he explained.
The wet-led pubco is now concentrating on immersive experiences, Saturday day parties and brunch occasions to attract younger consumers, with 65% of Laine visitors now under 28, and bring people together.
Mystical creature
“People think Gen Z are this mystical creature, but they just require different things because they’ve grown up in different environments,” Danks said.
He added Gen Z, which refers to customers aged 28 and under, tend to avoid alcohol midweek but go big from Friday to Sunday, especially on payday weekends, meaning pubs need to have a versatile offer to capture that trade.
Danks cited Laine’s Old Nunshead pub in south-east London as an example. With quirky décor, Pride events, dancing on the bar and music until 3am on Saturdays, it reopens Sunday morning to serve roasts by 11.30am.
“[The Old Nunshead] is pushing cultural and community norms,” the managing director said.
“We are pubs all the way through; it’s just making sure those spaces are representative for new or progressive communities as they come through in the generational changes.
“Gen Z aren’t looking for anything extraordinary, they want purpose and connection. In a world of digital tribes, they’re seeking physical spaces for that.”
Laine’s next major project, the Thieves in Clapham, is set to open next month following an £800k investment. “That’s going to be iconic,” Danks said. “It’s a twist on cabaret-style pubs, brunch, a show, a crossover between West End and pubs.
“We are using investment to spark change and deliver to new markets; the Thieves is a really good example of that.”
We want slow, steady growth. That’s the key to building great, engaging pub experiences.”
Laine manging director Russ Danks
Danks further noted Gen Z were keen to explore low-tempo experiences in the on-trade, especially midweek, from pottery throwing to naked life drawings, to help them destress.
He added ’90s-themed events were similarly proving popular, with Millennials and Gen X appreciating the nostalgia and Gen Z discovering the era for the first time.
An example of this is its Twisted Time Machine events, Danks said, which feature everything from lessons on classic dance routines and interactive games to themed dining, all with different hosts and DJs.
“It’s igniting the moment and being at the forefront of this evolution of immersive nightlife. People are going out to clubs less, but they will go to pubs if they’re being entertained”, the managing director said.
However, consumer habits are evolving when it comes to food and drink, Danks, who was a key speaker at the MA Leaders Club conference in Norwich earlier this month, added.
He continued: “Roasts are becoming more of a luxury because of the price point. After 5pm on Sunday, the second service is almost non-existent, especially in London, so we’re adapting to become more wet-led on Sunday evenings.”
Meanwhile, Tequila and specialist rums have proved popular across the estate with younger drinkers, as have healthier options, Danks explained.
He said: “Gen Z don’t want alcohol-free substitutes; alcohol-free beer doesn’t resonate with them. But they will search out kombucha and prebiotics Monday to Thursday, then go out Friday and Saturday, and do what we’ve all done, and go out and get absolutely w******d to let off steam.”
Slow and steady
With 75% of Laine’s team under 28, the pubco, owned by Punch Pubs, has also invested in neurodiversity leadership training.
“This generation has a different learning style,” Danks explained. “Rather than being against it, we’re embracing it, talking their language and understanding what makes them tick. That’s how we get the best out of them and grow careers in hospitality.”
He added Laine has a lot in the pipeline for 2026, with four major projects already planned, alongside pop-ups at the Brighton Fringe Festival.
The company, which was crowned Best Partnership Pubco and Best Late Night Operator at the 2025 Publican Awards, has planned to invest around £3m in 2026.
It follows major projects this year in London and Norwich, where a new Dead Wax site is set to open this week.
While Dead Wax is already a Brighton success, Danks said the Norwich site won’t be a replica: “We can take the values of Brighton - good people with good hearts - and add local influence. It’s about creating new community spaces and commercial opportunity.”
Additionally, the company isn’t pursuing rapid expansion but targeting the “right site at the right time” in existing strongholds like Brighton, London, Birmingham and Norwich, the managing director added.
He continued: “Last year, we opened the Dog in Croydon, which has been immensely successful despite not seeming an obvious fit. We look for areas where young people are into arts, culture and music, that’s where Laine works well.
“We want to grow slowly and steady rather than being fast-paced. Laine would fit in Bristol or Norwich, but Norwich lacks service, that’s our focus. We want slow, steady growth. That’s the key to building great, engaging pub experiences.”
