With Halloween falling on a Friday this year, pubs are using the full weekend to drive trade, from group-wide promotions to independent initiatives.
Greene King has rolled out a national campaign inviting guests to “celebrate Halloween your way”, with spooky décor, costume nights and themed food and drink across its managed estate.
Limited-edition brews
The brewer has also launched several limited-edition cask ales for the occasion, including Haunted Highlander (3.4% ABV ruby ale) brewed in collaboration with Belhaven Brewery in Dunbar and described as a “full-bodied ale with deep, warm flavours perfect for autumn nights.”
Old Spooky Hen and Old Ghostly Hen, Halloween editions of Old Speckled Hen and Old Golden Hen, have also returned for October.
Wetherspoon pubs are promoting fancy dress evenings, themed cocktails and Halloween family activities across the estate throughout the month.
Activities for all
Farmhouse Inns venues are running their ‘Spooktacular’ programme, featuring children’s discos, games, best-dressed competitions and themed desserts at more than 70 sites nationwide.
Stonegate Group brands are focusing on the late-night crowd, with Be At One Newcastle hosting a horror-themed cocktail menu, DJs and 2-for-1 drinks offers.
Sister sites under the Social Pub & Kitchen arm, including The Vineyard Islington and Bucks Head Camden, are holding ‘Spooktober Sessions’ until early November with immersive décor and themed drinks.
Robinsons Brewery is running Halloween events across its pubs, ranging from family quizzes and community parties to live-music nights.
For independents, North Bar in Leeds is hosting an Evil Twin Brewing NYC tap takeover and Halloween party, while its Otley site is throwing a ‘Spooky Social’ featuring themed cocktails and DJs. In Harrogate, the brand is holding a two-day event combining live music, food traders and tap takeovers.
Meanwhile, seasonal drinks are providing a fresh opportunity for pubs to capture Halloween trade, as covered in The MA’s recent seasonal products round-up.
Launches include Pulp Cider’s Caramelised Apple Cider, a limited-edition autumnal serve inspired by toffee apples; Vocation Brewery’s Peach & Cardamom Weizen and Festzeit Märzen Lager; Stroud Brewery’s Dark Skies imperial stout; and Kraken Rum’s Dark Caramel and Cornish Sea Salt flavour, which has joined its core range following strong seasonal demand.
For many operators, Halloween represents a key moment in the autumn trading calendar, bridging the gap between summer and the festive period. Data from CGA by NIQ showed Halloween 2024 delivered an average sales uplift of £154 per venue, with long alcoholic drinks and spirits seeing the biggest gains.
Industry analysts have also noted a rise in demand for experience-led events. A recent Guardian report found a 20% increase in UK pubs hosting themed nights year on year, as operators look to diversify revenue streams and boost engagement beyond core drinking occasions.
With pubs increasingly investing in décor, entertainment and themed offerings, Halloween this year is expected to bring a strong weekend of seasonal trading.
