Bass plans Allied pub rebranding

Bass Leisure Retail plans to rebrand up to 380 of the 550 Allied Domecq pubs it is to acquire from Punch Taverns in a £995m deal.

The pub giant is poised to convert 130 of Allied’s town centre pubs, including Firkin and Scruffy Murphy’s outlets, into Bass-branded bars such as O’Neill’s, All Bar One and It’s A Scream. The conversion programme is likely to take three years.

The 170 unbranded managed town centre houses will probably remain unchanged. But all of the 250 suburban pubs and Big Steak family restaurants Bass plans to acquire from Punch will eventually be transformed into Harvester, Toby and Vintage outlets.

The company will also be looking to develop Holiday Inn Express or Toby Lodge hotels next to its newly-acquired suburban pubs.

The London-based Nicholson’s chain, which comprises 40 pubs, will retain its name.

Punch Taverns, a private company, this week acquired Allied’s 3,500-strong pub chain for £2.75bn, following a protracted battle with Whitbread.

The deal, which includes the Britannia Soft Drinks business, will make Bass the country’s largest managed pub operator.

Bass Leisure Retail public relations manager Janice Clark says: “There are still one or two hurdles we have to get over before the deal is completed.”

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now