When perched at the pewter-topped bar of The Grenadier pub in London’s Belgravia during a recent late-afternoon, all was peaceful until an American couple burst through the door, all mouths blaring. They had recently bought a Grenadier – “the car, not a soldier” they very quickly clarified – and wanted photos of themselves in the namesake bar. They were also keen on taking away some merchandise, but sadly the bar had no t-shirts nor caps, so they left empty-handed.

It wasn’t long before various other American families filed into the compact bar for their early dinner bookings. The picturesque pub has long been a favoured attraction to visiting Americans – whether they be working for US investment banks or tourists – and this fandom for British pubs seems to have ratcheted-up over recent years.

Ahead of my Grenadier visit, I’d enjoyed a coffee with Dominic Jacobs, founder of Ardent Pub Group, at his busy The Cadogan Arms in the King’s Road, where we had, coincidentally, been discussed the phenomenon of the Great British pub increasingly appealing to Americans.

“Our pubs have never been hotter in the US,” he suggested – fully aware of the serious social media following that his two Central London pubs have in America. He closely monitors its followers and where they are based, and it is known that The Cadogan Arms and The George in Fitzrovia have strong appeal, particularly among New Yorkers, and that this is helping drive strong custom into his Central London venues. 

London is – were it ever not – its own bubble, but there is no disputing the fact that despite the incredible challenges in the sector, there have been some strong performances in the capital. Ardent Group is 50% up on its business case that was put to its new investors recently, and Jacobs says it is enjoying 30% year-on-year growth (across its three sites, with The Hound in Chiswick making up the triumvirate). This has given him the confidence to plan for up to seven more pubs, and he reveals three are close to being signed off. 

Jacobs believes social media followings suggest certain pubs have effectively become brands. Okay, I know this is very unscientific – and was generated off the top of our heads – but we both reckoned the likes of The Devonshire, The Harp, The Churchill Arms (particularly at Christmas), The Audley, The Guinea and The Lamb & Flag qualify as strong brands that are proving a big draw to visitors from the US, and also elsewhere.

Every US citizen would acknowledge that their bars and restaurants are apt to fully leverage merchandise, and there is no way a pub like The Grenadier would fail to have t-shirts and caps available for the visiting couple. But we are learning here in the UK. Hats off to The Black Dog in Vauxhall for its sterling work after it was referenced in a song on Taylor Swift’s album “The Tortured Poet’s Department”.

The pub became mobbed with fans, who inundated staff with requests to buy its branded pint glasses as memorabilia. Sensibly, the pub launched an online store, selling The Black Dog branded items including oversized and cropped hoodies, t-shirts, jumpers, baseball caps, tote bags, pint glasses and travel mugs, starting at £20.

Fuller’s has also leaned into the links The Prince’s Head pub in Richmond has with Ted Lasso by offering a range of related goods, and The Cabbage Patch in Twickenham has a range of rugby-related items. There is also merchandise available at the Lamb & Flag and The Admiralty, among other pubs in its estate that have rich histories.

Not every pub will be fortunate enough to find itself on the map of visitors and tourists from the US and elsewhere, but every venue is arguably a brand in some form of other – with unique/distinct characteristics – and from this, value can be gleaned.

This could include potentially leveraging merchandise, whether that is clothing, glassware, sauces or other unique memorabilia. Consider that the couple in The Grenadier left without buying a drink as they had only visited the pub for its non-existent merchandise. Missed opportunities indeed.

Glynn Davis, editor, Beer Insider

This piece was originally published on Propel Info where Glynn Davis writes a regular Friday opinion piece. Beer Insider would like to thank Propel for allowing the reproduction of this column.