The latest entrant is All the Beer, a collaboration between St Ives Brewery, craft beer delivery platform Beer52 and adventure YouTubers All the Gear. The partnership centres on the creators’ decision to convert a small van into a working pub, complete with its own exclusive beer brewed for the project.
The beer, also called All the Beer, is a new session pale ale developed with St Ives founder Marco Amura. YouTubers Jack Joy and Ethan Smale then took the pub van on a UK tour, visiting other creators and serving the beer en route.
Record interest
The All the Beer activation is part of a broader trend that has accelerated this year, with several operators unveiling miniature pub structures built for high impact visibility and content sharing.
In March, The Tiny Tankard appeared at the Northern Restaurant and Bar show in Manchester, described as the “world’s smallest pub”. The installation measured just 21 sq ft and served a baby lager shot developed by Licor 43.
The pop up was designed to tap rising consumer interest in miniature serves, with Paragon Brands research showing 33% of drinkers prefer cocktail shots over full-size versions.
In October, Devon’s Gropers Arms opened at Compton Pool, converted from an estate outbuilding into a micro pub measuring 2.3m by 3.3m with a 140cm bar and seating for 10 people. It forms part of the estate’s wider leisure offer and focuses on local drinks and simple food.
More recently, Flat Iron Square launched The Three Jingle Bells, an 8 sq ft festive micro pub that hosts three guests at a time for pre-booked sessions. The mini pub served two beers on tap alongside entertainment and festive programming.
Also in December, Vocation Brewery launched The Wandering Inn, a 5 foot mobile pub designed to tour the UK and spotlight consumer appetite for more diverse beer ranges.
The launch accompanied Vocation’s Beer Census, which found 74% of drinkers believe major brewers are overrepresented on taps and 79% would visit pubs more often if a wider selection were available.
Scotland has also embraced the format through The Wee Pub by Biddy’s in Edinburgh, marketed as the country’s smallest pub. Holding around 20 people “at a push”, it trades on atmosphere and intimacy, offering a snug, hireable space for private functions. Positioned next door to Biddy’s, it has become a distinctive part of the venue’s identity.
Collectively, these miniature formats signal a growing move toward compact, experience led activations that deliver strong consumer engagement with minimal operational overhead.
As operators and brewers look for ways to generate footfall, encourage trial and create moments that cut through online noise, the mini pub is becoming a flexible tool across marketing, events and brand storytelling.
Why now?
In a climate of reduced discretionary spend and heightened competition for attention, miniature pubs offer an affordable, high impact way to drive visibility. Their novelty factor makes them naturally shareable, while their scale means they can be deployed quickly and used for short form, high turnover engagement.
For operators, they provide an easy route to creating a “destination” without major redevelopment costs. For breweries, they offer collaboration opportunities and a route to younger drinkers who respond well to visual, experience driven formats.
With brands increasingly blending physical activations with digital discovery, the trend is likely to build momentum into 2026.
