Landlords are being told by pub bosses they should ‘sneak up’ their prices to recover some of the damaging losses caused by the latest lockdown, it has been claimed.
Breweries are suggesting a ’40p-a-pint’ increase to claw back cash lost during the pandemic.
Some who run establishments have even been advised by bosses to ‘consider reviewing’ prices, MailOnline reports.
Punters who pay by cards ‘won’t notice the ten per cent hike’, one publican has claimed he was told.
Star Pubs and Bars, which is owned by Heineken UK, cited a study on customers ‘expecting’ rise in drinks prices after a leaked email revealed the step.
One landlord, who requested to remain anonymous, said he was encouraged to apply the increase by the group’s business development manager.
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He told the publication: “In their words, they were trying to work out the highest prices we can get from customers while they need beer.
“I took it as trying to get money out of people’s pockets after a very difficult year and point black refused. They also said that most people pay by card now and they don’t really check it, so are putting up prices now as people won’t notice.
“They recommended hiking the prices by about 10 per cent, so roughly 40p on a pint.
“I certainly haven’t heard of anybody else pushing their prices up.
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“It makes out that customers are going to be happy to pay extra because they are glad to be back, which I don’t think is right, certainly not in my experience.”
On March 24, Star Pubs and Bars reportedly sent an email to bosses saying: “If you haven’t already, now is the ideal time to consider reviewing your pricing.
“There was a price rise in January and research by KAM Media and CGA reveals almost two thirds of pub-goers expect price increases in pubs when they return.
(Image: AFP via Getty Images)
“They will pay more to help support their local pub following restrictions – as long as they get value for money, so our advice is to do so.”
Mirror Online have approached Star Pubs and Bars for comment.
It comes as drinkers have complained on social media about the added cost of a round since government restrictions were lifted.
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A number have taken to twitter to slam the £5.75 asking price for a pint of Heineken in Manchester, with others saying similar is now being charged in London.
A spokesperson for the company told MailOnline : “It’s not up to us to dictate pricing in our pubs.
“It’s up to individual pub landlords and our advice is there to help them.
“We know from research that people are prepared to pay a bit more for a pint and are looking forward to getting back to the pub with their friends and family.”