Launched in 2024 by Alison Boutoille, founder of CityStack, and Alistair Von Lion, known as the London Pub Explorer, the initiative aims to drive footfall for independent and community pubs during what is typically a difficult month for the trade.
Taking place on Saturday 31 January, participating pubs will set a pint sales target on the day, which will be communicated to patrons. All venues will be provided by PoS materials and receive support in setting up events by CityStack.
A number of pub enthusiasts, including Phil Carr, a renowned TikTok creator with more than 1m followers, and Thomas J. Vosper of Historic Pub Crawls, will also take part in the movement.
Boutoille said: “Since we created CityStack, we have been working relentlessly to support independent pubs and help drive footfall to these small businesses all year long. More people are now choosing ‘independent’ when going out, but the first quarter remains a particularly challenging period.”
Social connection
It comes as more than 30 pubs were estimated to have closed last year in London alone by the Campaign for Real Ale (CAMRA), with one pub per day lost across the country in 2025, leaving 38,623 operational.
Over the last five years, England and Wales have lost roughly 2,000 pubs as rising operational costs, inflationary pressures and continued tax hikes continue to hammer the sector.
Vosper, who has 380k followers on social media, said: “Having visited so many pubs over the past few years, I am well aware of the challenges these hospitality businesses face, and it’s heart-breaking to witness.
“We desperately need to preserve these spaces of social connection. I want to help raise awareness of these challenges and the importance of supporting independent pubs. Participating in the organisation of this special day is a great way to show people why choosing independent pubs matters.”
Real pressure
The Pelton Arms in south east London is one of the venues taking part with a target of 900 pints sold. The pub will host a Brit Pop concert in the evening.
Landlord Geoff Keen said: “We are delighted to join this initiative; it’s such a great way to make people aware of the challenges all independent pubs face.”
Meanwhile, the Queen’s Head in east London has a target of 200 pints sold. It will offer a special deal of 10% off all draught beer once the target has been met and host a DJ in the evening.
Landlord Tyler Don said: “Independent pubs like ours are under real pressure from rising costs and tighter household budgets. This kind of initiative makes a genuine difference by encouraging people to explore venues they might otherwise miss.”
