Joseph Holt sees surge in Gen Z guests

Manchester-based brewery and pub operator Joseph Holt has reported it is seeing a change in demographics visiting its sites. 

According to Joseph Holt, which owns 127 pubs across the north west, its pub managers are seeing a marked rise in 18- to 30-year-olds frequenting its pubs. 

The operator believes the recent surge is driven by a love of nostalgia and appreciation of places with a warm, welcoming atmosphere, rather than venues "which feel impersonal".

The trend bucks the suggestion that Gen Z and younger guests shun going out for a drink as they pursue a more temperate approach to socialising.

"We are seeing more and more younger people coming into our pubs," says Mark Norbury, Joseph Holt pubs director. "Not necessarily because they want to drink vast amounts, rather because this demographic is enjoying the whole pub experience in a way they haven't before."  

When asked, they talk about loving the nostalgic feel of the venues – many of which are listed buildings with traditional fittings – as well the experience of going out to the 'local'.  

Indeed a recent poll by YouGov for the Localis think tank, 72% of adults said they believe that pubs have a positive impact on communities. Some 81% said pubs were important in bringing people together, with a further 42% saying their local holds events that bring their community together. More than half said they had met up with friends at the pub in the last three months alone. And nearly three-quarters said their local pub had a role in combating loneliness and isolation in their area.

You may also be interested in…