If the thought of the January Sales is enough to make you reach for the smelling-salts, then a sale with a difference could be just the thing for you.  A Telford pub landlord is benefiting his customers by using marketing tools normally used by furniture retailers.  John Ellis of the Crown Inn in Oakengates is offering a “Double Your Discount” type of promotion.  Not only is he refusing to pass on this month’s increase in V.A.T., he is also pegging his prices of real ales to £2.30 per pint.  John regularly organises a January Sale but this is the first time that a Chancellor of the Exchequer has imposed a V.A.T. increase in January.  He feels that the hard-pressed public does not need extra costs imposed so soon after the expensive festivities of Christmas and the New Year.  “My customers have been very loyal to me and I am happy to be able to do this in return” he explained

BEATING BINGE-DRINKING

John added that, as the Chancellor has increased alcohol duty by some 18% in only 13 months, he has encouraged “binge-drinking” by allowing supermarkets to continue selling alcohol at a loss, while pubs had no option but to pass on the increased prices.  “Supermarkets are able to cross-subsidise the loss on alcohol by charging more than they otherwise would for groceries” said John.  “Pubs are able to offer their customers a safe, secure and supervised environment in which to enjoy a tasty drink.  They are part of the solution to the ‘binge-drinking’ problem, while un-supervised mass-consumption of below-cost alcohol is a major cause of the problem.  “Encouraging people back to the pub by holding off these price rises is a positive way to beat binge drinking and I will be keeping these offers going throughout January to help people with their New Year’s Resolutions” added John Ellis.

BREWERIES

Customers will have the choice of ales from such breweries as Hobson’s of Cleobury Mortimer, Wye Valley, Burton Bridge, Hook Norton and Adnam’s breweries still to enjoy.  Noted beer guru Roger Protz, described the Crown Inn as “A Very Important Pub” and “The Lynchpin of Oakengates’ pubs” and, as editor of CAMRA’s Good Beer Guide, he should know!