Star Pubs has launched a major social media aimed at attracting ‘the next generation of licensees’ to the leased and tenanted pubs sector.
The Heineken-owned pubco noted that, since 2022, 55% of applicants for a Star Pub have been people from outside the licensed trade.
With that influx of newcomers in mind, this latest wave of social media content is intended to demonstrate how it is possible to take on a pub without pub management experience, highlighting the ‘investment, training and support’ provided by the Star Pubs model.
Star Pubs’ head of licensee attraction, Hance McPherson, said: “People from outside the sector are a vital source of licensees for the UK’s pubs.
“The applicants we’re seeing in 2025 are looking to take pubs after careers ranging from accountancy and law enforcement to teaching, with the biggest growth coming from those in healthcare, social work, engineering and manufacturing.
“Some of those wanting to join us from the hospitality trade haven’t worked in pubs before either; 20% – the largest group – have come from a restaurant background,” he said.
“Because of the complexity of the pub sector and all the different ways you can run a pub, would-be licensees often don’t know the options available and where the L&T model fits in.
“It’s therefore critical for the future of the industry to showcase all the positive sides of running a pub and to demystify the L&T style of agreement,” said McPherson. “When we talk to people, they’re often amazed to discover they don’t have to buy a pub; they can lease one with the freedom to run it as their own and without any big company branding above the door.
“We hope this campaign will give people the confidence to consider taking on a pub.”
The new campaign involves three celebrities from diverse backgrounds who were each challenged to learn the ropes and run their own event night in a Star Pub, with help from its licensee and business development manager.
Love Islander and influencer Farmer Will is tasked with hosting a Wild West evening, former boxer Nicola Adams arranges a female-friendly sports session, and comedian Helen Bauer puts on a games night.
Farmer Will – aka Will Young – commented: “I haven’t ever worked in a pub, but I’ve always wanted to, so this campaign was the perfect opportunity to try it out. It’s really fun being surrounded by people all day, not too dissimilar to being around the animals on the farm!
“The struggle facing pub licensees and farming isn’t too dissimilar – we’re both facing rising costs in a difficult economic climate. In the same way I’d want customers to back British farming, it became clear in this film that showing support to your local is equally as important,” said Young.
“I don’t think people realise that being part of a bigger pub group like Star means you get so much support for marketing and the drinks brands you can stock.”
