Managed pub operator Innventure is to refer to its first d'Arry's site in Cambridge as d'Arry's Original after Greene King adopted the name for its new premium food-led trading format.
Innventure opened the first d'Arry's Cookhouse and Wine Shop, a premium pub-restaurant concept with a strong emphasis on wine, in Cambridge in 2007 on the site of a Greene King leased pub.
Greene King liked the Cambridge concept so much that it bought the rights to use it nationally.
The company opened its first d'Arry's with Innventure's support at the Cart and Horse in Kings Worthy, Hampshire, a year later and now Greene King is using d'Arrys as the umbrella term for its premium country pub format.
Other early examples of the d'Arry's brand include the Swan in Pangbourne and the Greyhound in Finchampstead. Industry experts believe Greene King is seeking to create a premium country dining experience that sits alongside its Realpubs format in London in terms of market position.
Meanwhile, Innventure still owns and operates the original Cambridge site - as well as the rights to the darrys.co.uk and darrys.com domain names.
The d'Arry's name is a reference to Francis d'Arenberg Osborn, universally known as d'Arry, who began producing highly regarded wines at the family-owned d'Arenburg vineyard in Australia's McLaren Vale area.
A source close to Innventure said: "d'Arrys in Cambridge is still flourishing and we thought we'd reinforce its pioneering credentials by referring to it as d'Arrys Original from now on, not least because d'Arrys Original is the business's best-selling d'Arenberg wine."
By Janie Manzoori-Stamford
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