The largest pub and drinks industry group in the Channels Islands has reported a highly successful first year of trading.
Since acquiring a portfolio of 65 pubs in both bailiwicks, Victor Hugo Limited in Jersey, Bucktrout & Company Limited in Guernsey and the historic Jersey Brewery in July 2008, the Liberation Group has invested more than £1.5 million in the business and moved 20 managed pubs to tenancies.
Like for like sales growth has been achieved helped by new agencies for brands including draught Peroni, Tuborg, Magnersand Matues Rose wine. The food – with the emphasis on fresh local produce - and drinks available in pubs and sales outlets across the islands have been greatly improved. Not only that, Jersey’s favourite barmaid Mary Ann is back and new beers from the Jersey Brewery – which carry the mark of the Genuine Jersey Products Association - are selling well locally while also winning accolades among aficionados in UK. In august the new Liberation Ale was one of the best selling beers out of 450 at the Great British Beer Festival held at Earl’s Court.
The Group’s Chief Executive Officer, Mark Crowther, said the first year had been spent consolidating the business and centralising operations to make it more efficient, while also establishing the group strategy and focusing on what was core to the business.
‘We have exceeded our initial expectations and we are now looking forward to building on the achievements of the first 12 months with further investment, while also raising the profile of the business - not just in the local environment but within the industry nationwide,’ he said. ‘The relaunch of Mary Ann has reversed a double digit decline in keg beer sales in Jersey and Guernsey which have levelled out, bucking the decline in the UK where the market is down by 15 to 18 per cent.’
Now well into the first quarter of the group’s second trading year, Mr Crowther said the emphasis was be on improving the food and drinks business in the group’s managed pubs, maximising sales and raising the company’s profile.
The group’s successes in the 12 months from July 2008 included:
• Converting 20 managed pubs into tenancies and giving our tenants improved longer term
tenancy agreements
• Relaunch of the popular Mary Ann brand and introduction of the top-selling Liberation Ale.
• In excess of £1 million investment in the properties
• Charity initiatives in Jersey and Guernsey
• Supporting local producers and contributing to the islands economies
Mr Crowther said: ‘We shall continue our programme of refurbishing our pubs and building upon the support structure to help our tenants to be successful and move their own business forward. In regards to the drinks arms of the business, our sales team is working closely with the free trade customers to increase the group’s market share and introduce new products. We shall also be looking to start exporting our Jersey Brewery beers to the UK,’ he said.
The Liberation Group is also mindful of it responsibilities to the community as a large employer and major economic contributor.
Mr Crowther said: We employ more than 500 Channel Islands residents and our first annual wage bill amounted to £8 million a year. We have paid more than £800,000 in GST alone in Jersey in the first year and £13 million in alcohol and tobacco duties in both bailiwicks (£7.5 million in Jersey and £5.5 million in Guernsey). The overwhelming majority of the money we expend stays in the islands, benefitting not just the governments and the economy but many other local businesses. As a socially responsible brewery and pubs and drinks business, the Liberation Group wants to work with Island’s authorities and government to promote a positive future for the local industry - and the wholesome enjoyment of beer, wines and spirits.
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