Liberation Group targets premium market with new boutique inn brand

Liberation Group is to launch a new boutique pub brand as it looks to crack into the premium accommodation market.

The brewer, which operates over 130 pubs in the UK and Jersey, will roll out Butcombe Boutique Inns (BBI) from the end of May.

Liberation said it was aiming to become the “leading operator” of premium rooms across the south of England.

The BBI concept will initially launch across eight existing Liberation sites, with plans to eventually grow the brand to 25 inns.

BBI sites will include venues in picturesque locations, such as the Castle Inn, Lulworth on the Jurassic Coast, and the High Corner Inn in the New Forest.

Liberation said BBI was created after a consultation with guests and loyalty club members found there was a demand for premium rooms across the south of England.

The launch comes at a time other pub businesses, such as Greene King and Heartwood Collection, are expanding in the accommodation market.