The UK’s lockdowns were punishing and apparently, Brits became fixated on the idea of going back to the pub. A UK study of 2000 adults by UKTV comedy channel, Dave, found that 53% were more excited about their first trip to the pub again than reuniting with extended family.
Those Brits are only just now (April 12) discovering what Aussies did months ago. Emerging from lockdown isn’t freedom. Pubs, restaurants, cafes and bars are allowed to host parties of up to six, or of two households, in outdoor areas. According to the same study, 61% of UK pubs don’t have outdoor space and those that do are already booked out for months. 75% of Brits who will still be locked out of their favourite pub.
Dave and online retailer partner, Firebox, have come up with a solution to the frustration this is going to cause. It’s the world’s first Flat Pack Pub. (Yes, it probably will be frustrating assembling it.) The pub is a joint creative effort from agency, Taylor Herring, and UKTV Creative.
Dave’s Flat Pack Pub is not an entirely philanthropic initiative. It promotes the return of the UKTV series, Meet the Richardsons, which stars comedian, Jon Richardson, who has his own pub The Dog & Bastard in the show. Richardson stars in the campaign video:
The flat pack is real. It’s called Dave’s Barrel of Laughs features a solid stained wood bar, realistic backdrop and two bar stools. All the materials have been weather treated, making the pub suitable for interior and exterior use. Four prototypes of the pub can be won and a limited number are available to buy for £250 on Firebox.com.
Luke Hales, channel director for Dave, stated, “Everyone loves a local pub and it doesn’t get more local than this – in the garden, in the lounge, in the bath – we’ve designed a pub that fits in anywhere.”
Fun facts about the UK’s priorities: Dave’s research also found that 21% of adults made pub bookings while Boris Johnson was announcing the lockdown exit plan on live TV. On average there were eight bookings per person at four different pubs, with 32% of people admitting that they would travel over an hour to be able to get to a pub. The most desperate age group to book was that of 18-24 year-olds.
22% said they were prepared to pay more than £50 on the bar tab on the first visit back. The average Brit is set to spend £31.50.
74% said they had become handier during lockdown. 31% admitted that they have practised their new DIY skills recreating the pub experience on a small scale in their homes by setting up a bar area, buying cocktail making equipment and purchasing drinks trolleys.
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