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Contrary to the overall decline in pub numbers seen across the UK in recent years, Wales has experienced a slight increase in its number of pubs so far this year. The British Beer & Pub Association (BBPA) described this as a “much-needed ray of light” for an industry that has been under significant pressure. Specifically, the number of pubs in Wales has risen by three since January, while other areas have seen more notable losses—Scotland has had 41 closures and the south-east of England 26 within the same timeframe.
Experts attribute this trend to a fundamental change in the role pubs play for their customers. A senior economics lecturer at Bangor University explained that the industry is undergoing a “major shift” and must evolve to remain viable. Younger generations, particularly those active on social media, appear to prioritize the aesthetics of a pub over the drinks menu, using the setting as a backdrop for photos. Landlady Abbie Nelson echoed this sentiment, noting a stark difference between night-time and daytime trade. “The night time trade is dying, but it [still] makes a lot of money. There are a lot of spirit drinkers,” she said. “In the day, a lot of customers are pint drinkers, so the revenue is completely different.” Abbie opened The Nelson in Rhyl, Denbighshire, in May with a focus on family-friendly offerings such as barbecues, free food, and entertainment, adapting away from the traditionally night-focused business model of the previous pub on the site.
From a customer perspective, individuals like Katie Thomas from Cardiff emphasize the importance of the atmosphere and visual appeal of pubs. Katie remarked, “I think if people are going out and wanting to post it online, they will go somewhere more aesthetically pleasing.” She also observes a decline in drinking amongst her peer group compared to their younger years and prefers social occasions like “bottomless brunch” to traditional pub nights. Similarly, Katy Greatrex, who frequents bars around Pontcanna rather than the city center, believes that choices are increasingly determined by the trendiness and vibe of a place, rather than prices. “You do pick your location on ‘is it trendy?’, and what kind of people go there,” she commented. Meanwhile, student Finn McGeachan pointed out the financial barriers to going out, stating, “That is the biggest barrier for students at the minute… A big night out is going to cost you upwards of £50.”
Addressing the challenges facing pubs in Wales, Dr. Edward Thomas Jones of Bangor University acknowledged pressures such as rising national insurance contributions, wage hikes, and soaring energy costs. Nevertheless, he highlighted the success of community-owned pubs in certain areas, which offer more than just alcohol sales. “They are showing a way forward by offering far more than just the traditional selling of alcohol,” he said. “We’re fortunate here in Wales that the community-owned pub is quite popular.” He added that many people now attend pubs for a wider range of events and activities. “We do have a romantic view of the pub, but they are a business at the end of the day,” he noted. “They have to think, do they want to adapt or just continue struggling as they are?” Emma McClarkin of the BBPA emphasized brewing’s long heritage in Wales and its value as “a treasured sector” that supports jobs, community spaces, and vibrant high streets. The Welsh government has also expressed a commitment to leveling the playing field through reforms in business rates and plans to set up a Town Centre taskforce within its first 100 days to support hospitality and retail sectors facing various challenges
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