Amber Taverns managing director James Baer has told M&C Report the company is building its high street portfolio
Baer said the company’s 100th site – the Hogarth in Bolton – represented “the evolution of Amber Taverns” with a premium offer married to a core selection of affordable drinks and a quality audio visual package.
He said it showed the company could operate successful high street venues as well as community locals.
“We are happy to look at high street sites and confident we can perform well there”, Baer said. “Our new Preston site (the Academy- due to open late this year) is a high street location. There is a Lloyds No 1 directly opposite, but we feel we can compete in these market places.
“We feel equally comfortable in high street venues and community pubs.”
He said operators were increasingly moving up the value chain, including Spirit who yesterday announced their plans to expand their Golden Oak Inns concept.
He said: “I can see Spirit doing very well with that concept. It’s slightly different for us. If you are unbranded you can go up the value chain but it’s always about location. You start with the location and choose the right offer to fit with it rather than saying ‘this is our brand’ and imposing it.”
He said Amber Taverns would consider a group acquisition if it was the right proposition, but stressed “we have been successful by cheery picking the best pubs and that will remain our approach”.
He added: “We are considering a number of opportunities and our new owners are very keen for us to grow.
“We have opened sites in the Midlands, so we are pushing into new areas but there’s still a lot of infill in the north.”
On the Hogarth, he said: “This is in the centre of Bolton – a really competitive market. We will have craft beers, cocktails, 72 gins – up to 100 by the end of the year hopefully, which I think makes us a premium outlet by Peter Martin’s estimation. But we will also have the big screens for sport and our base will be £2 a pint for core products.
“(Operations director) Gary Roberts has worked very hard on the retail offer to make sure we broaden its appeal.
“The microbrewery was something that Gary suggested. He brought that back from M&C Report’s Chicago trip. The Hogarth is a big building and it’s something that fits in with the popularity of the craft beer scene and can make a talking point.”
Amber will open three more sites this year - Stephenson’s in Stockton; the Black Bull in Sunderland; and the Academy. Bing Bada Boom in Wakefield will open in the New Year.
He said the company’s target remained to open around a dozen sites a year but would “consider quickening the pace”.
