Greene King campaign targets the older woman (or SWAG)

27 January 2010 by
Greene King campaign targets the older woman (or SWAG)

Greene King's tenanted Pub Partners division has launched a new campaign to encourage more pubs to attract more women aged 35 and above to visit pubs.

Pub Partners has asked fifty of its female licensees to assess what it offers at its pubs for the ‘SWAG' (Sassy, Wise and Grown Up) market and consider how it could attract these women away from the usual places they visit.

The company will now communicate to the group on a monthly basis to help increase the number of women visiting its pubs and highlight the best initiatives undertaken by pubs involved.

Speaking about the idea, director of recruitment and training for Pub Partners, Caroline Hollings said: "We're trying to get pubs to really get behind offering the right things for these women. Pubs often fail to accommodate women eating and drinking alone or out with other female friends. Typically pubs generally target mainly men, under 25s and families and we need to redress the balance".

Following the launch, Trish McManus, licensee of the Hare Arms in Stow Bardolph, set up a fan page for the pub on Facebook and gained over 100 fans in the first week.

Greene King buys eight Punch pubs and reports good growth >>

Hotels, restaurants and pubs lose around one-third of their peak values >>

Hotels, restaurants and pubs lose around one-third of their peak values >>

By Neil Gerrard

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