The parent firm of Bristol-based brewery Butcombe has announced a rebrand. Jersey-headquartered pub group Liberation, which operates venues across the South West, said its new corporate identity would “align with its strategic priorities”.
The company has changed its name to Butcombe Group, with its existing operating brands – Butcombe Pubs & Inns; Butcombe Brewing Co; Butcombe Boutique Inns; Liberation Pubs & Bars; and Liberation Brewing Co – remaining the same.
The group’s Channel Islands operations will continue under the Liberation brands, the firm said.
Over the last seven years, Butcombe Group has expanded significantly in the South of England, with a number of acquisitions from rivals Brains, Wadworth and Cirrus Inns.
The group now has 400 rooms within its estate, with plans to increase the number to more than 700, it said. This year has also seen the launch of the company’s premium room offering – Butcombe Boutique Inns.
During the same period, the group’s Butcombe brewing and drinks business has continued to grow alongside its packaging, distribution and free trade divisions. Butcombe Original recently overtook Doombar as the South West’s number one selling cask ale – and top 10 nationally – while Tall Tales Pale Ale is one of the fastest-growing keg ales in the South of England.
Jonathan Lawson, chief executive of Butcombe Group, said: “The Butcombe brand has quickly established itself as a leader in the premium pubs and drinks business. Following a period of successful expansion, it is now the largest part of our business and the area where the majority of our growth is likely to come from.
“Adopting Butcombe as our corporate brand is the logical next step and will support our exciting plans for future development.”
Mr Lawson said despite recent storms and “fragile” consumer confidence, the company remained “encouraged” by trading in the second half. The group is running slightly ahead of the first half like-for-like sales growth of 6.4%.
“We have been particularly heartened by the performance in our London pubs, where the investment in our sites and offer has been really well received by our customers and we have driven double digit growth in London for the last 12 weeks,” he added.
“We have strong plans for the new financial year which we approach with confidence, despite the deeply unhelpful budget from the UK government, which we see as being inflationary and contrary to their much-vaunted support for business.”