Star Pubs & Bars launches ‘biggest-ever event support package’ for licensees


Star Pubs & Bars has launched its biggest ever event support package for licensees called ‘What’s the Occasion?’ for its leased and tenanted pubs to meet pent-up demand from customers desperate to celebrate key occasions that were restricted last year.

After more than 18 months of disrupted trading, the programme is designed to increase sales in the fourth quarter of 2021. It focuses on sport, Halloween and Christmas, and can be accessed via Star Pubs & Bars’ website.

It features staff and licensee training videos on topics such as upselling and cross-selling, and a one-hour webinar on maximising Christmas retailing opportunities delivered by industry experts. There is also a section of insight and stocking advice for all drinks categories.

Marketing is another key component, with half-price point-of-sale material, free social media assets and free ready-made promotions.

John O’Connor, Star Pubs & Bars head of digital and retail marketing, said, “We are starting to emerge from the most challenging period pubs have ever faced. Following all the closures and restrictions, licensees are concentrating on rebuilding their business. We are introducing this package of support to help our licensees capitalise on the golden sales-boosting occasions that will take place in the last few months of the year.”

Pictured is The Seaglass Inn, Port Seaton.