Amber Taverns has lined up two more openings for its Hogarths gin palace format – to take the estate to 12, MCA has learnt.

The latest iteration of the concept opened in Newcastle-under-Lyme this week in a former nightclub site.

Managing director James Baer told MCA the group has also secured a site in Tamworth, Staffordshire, and is in negotiations for another in Worcester.

Baer said the 130-strong company has also just opened the Old Post Office pub, under its core wet-led community pub model, in Byker. He said some of the learnings on spirit sales in the Hogarth’s estate have been integrated into this new opening.

On Hogarths, Baer said: “It’s an offer that has worked really well for us and we see a big opportunity in. It shows the broad appeal of gin when it’s done right but underneath it all is the classic Amber offer – so we still have good value beer and big-screen sports. We do see differences across the estate, so in Blackpool c50% of sales are gin and cocktails but in other sites its nothing like that.”

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