Cateys 2024: Pub and Bar Award: Liberation Group

Our judges were highly impressed with the scale and complexity of Liberation Group’s business which, despite its size, has a strong team throughout.

 

The group includes more than 120 pubs, bars and inns across England and the Channel Islands, more than 250 rooms, the Liberation Brewery on Jersey, the Butcombe Brewery near Bristol, two distribution centres and a bottling plant for its own and other beers.

 

The creation of a rooms and revenue team to drive bedroom sales, as well as events and occasions, has led to 1,000 more events held at its sites over the past year, boosting sales and occupancy levels. Rooms are also key to driving food and drink sales in Liberation’s pubs, which have won awards including two AA rosettes for the Langford near Bristol.

 

Pub revenue is split equally between wet and dry sales, and are driven by experience-led events such as supper clubs and afternoon teas with a Canton tea masterclass.

 

Customers are keen to hear about new events and to keep coming back to its pubs. Liberation’s database of opted-in email subscribers has risen over 100,000 to 415,000 over the past year, while its loyalty members have risen by 60,000. More than 2.7 million people have visited its website, and the group’s social media followers have exceeded 330,000, an increase of 175,000 year-on-year.

 

The group also has a strong focus on employee wellbeing and runs a calendar of awareness events. Apprenticeships are geared towards sponsoring underrepresented groups and a flexible working style has been introduced to help team members juggle childcare and other responsibilities around their work.

 

Liberation has also worked with ex-offenders and those experiencing homelessness through industry charities such as Only a Pavement Away, guaranteeing participants a job interview, and partners with the Burnt Chef Project on its mental health strategy.

 

The group’s incredible efforts continue when it comes to sustainability too, with aims to be carbon neutral by 2030 through initiatives such as installing solar panels at its brewery and car parks and sourcing local produce. It has also raised over £35,000 this year through menu donations to three charities across the Channel Islands, and every year it hosts a local community week across all its pubs to support local charities, sports clubs and initiatives. 

 

What the judges said

 

“Scale and complexity of the business is admirable. A clear winner with the journey they have been on.” Henry Fairbanks

 

“A fantastic business on every level.” Jillian MacLean

 

“An incredibly impressive business with an innovative approach to people and recruitment, commitment to sustainability and a truly engaging communication strategy, both internally and externally.” Jocelyn Neve

 

The shortlist

 

The Camberwell Arms London

 

Cubitt House

 

The Loch & the Tyne by Adam Handling

 

Heartwood Inns

 

Liberation Group

 

The judges

 

Henry Fairbanks Chestnut

 

Jillian MacLean Drake & Morgan

 

Joycelyn Neve Seafood Pub Company