The Eldon Arms in Reading has re-launched under Wadworth’s new ‘Beer House’ concept – part of the wider segmentation process which has seen its pub estate divided into five easily identifiable segments – each with their own character and customer focus.
Landlord and Landlady Russell and Carolyn MacKenzie recently welcomed the Mayor of Reading Tony Jones to the official launch night where the new-look pub in was unveiled to a crowd of locals.
Changes include an open-plan bar area (the pub had previously a two-bar set-up) and a revamp of the much-loved snug lounge area.
As well as a passion for real ale, key defining factors of a Wadworth ‘Beer House’ include comfortable and welcoming décor with traditional pub games on offer, accompanied by a minimum of 6 cask ales – including regularly changing local micro-brews.
‘’The idea is to offer an even wider selection, including Wadworth award winning ales’’ says Wadworth Trade Marketing Manager Emma Cottam. ‘’Our primary audience for beer houses are those consumers who are have a real love of cask ale and enjoy tasting new and interesting ales.’
As well as favourites such as Wadworth’s famous 6X, The Eldon Arms will also now offer plus a range of local guest beers, ciders and lager.
Customers can now order a Wadworth ‘Tasting Paddle’ allowing them to sample their choice three third pints of ale for the price of a single pint – something that has certainly gone down well with locals…
‘’We’ve had such a positive reaction.’’ Says Russell. ‘’ Everybody seems to be loving the changes – from the extended range of ales rights through through to the décor. Many customers have said they’ve rediscovered the Eldon Arms and see it as a real destination to enjoy a decent pint. We are thrilled with the transformation.’’
For more information visit www.eldonarmsreading.co.uk
The Eldon Arms, 19 Eldon Terrace, Reading RG1 4DX
Note to editors:
Image 1: L-R Landlady Carolyn MacKenzie, Mayor of Reading Tony Jones and Landlord Russell MacKenzie
Image 2: The latest range of ales on the bar of the new-look Eldon Arms
Submitted by Rawlingson Lane Publicity on behalf of Wadworth. If you need further information please contact: Gail Lacey/Rachel Varney
Rawlingson Lane Publicity
Fordbrook Business Centre
Tel: 01672 564099