Liberation rebrands to Butcombe Group

The owner of the 2024 National Pub & Bar of the Year has announced a major rebrand of the parent company name.

Liberation Group, which owns the award-winning George Inn Norton St Phillip, will now be known as Butcombe Group. 

Butcombe Group is the new corporate identity, with the existing operating brands remaining the same: Butcombe Pubs & Inns, Butcombe Brewing Co, Butcombe Boutique Inns, Liberation Pubs & Bars and Liberation Brewing Co. 

"The Butcombe brand has quickly established itself as a leader in the premium pubs and drinks business," says Jonathan Lawson, CEO of Butcombe Group (pictured). "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. The Channel Islands will continue to remain an important part of our business and growth plans, operating unchanged under the Liberation brands."

Growing the Butcombe name

Over the last seven years, Butcombe Group has expanded significantly through organic growth and strategic acquisitions from Brains, Wadworth and Cirrus Inns.

Led by its food and drink offering, the expansion and development of the pub estate has been focused on the south of England. This area now represents the group’s largest concentration of pubs.

Butcombe's accommodation offer has continued to develop, growing to over 400 rooms, with plans to increase this to over 700 within the existing estate. This year has also seen the launch of the group’s premium room offering, Butcombe Boutique Inns.  

Looking forward, the group says Butcombe Pubs & Inns managed estate, Butcombe Brewing Co and Butcombe Boutique Inns will be its main drivers of growth. 

You may also be interested in…