Instagram Influencers Rally to Save Britain's Traditional Pubs from Closure
In a digital age where social media often dominates leisure time, a surprising trend has emerged: influencers are turning their cameras towards Britain's beleaguered pub industry. With over 350 establishments shuttering last year due to rising costs, accounts such as Proper Boozers and London Dead Pubs are fighting to preserve the nation's 'proper boozers', bringing a fresh wave of patrons to these cherished institutions.
The Rise of Pub-Focused Social Media Accounts
Niall Walsh, founder of the Proper Boozers Instagram account, epitomises this movement. Born in London to Irish parents who managed pubs, Walsh grew up amidst the lively atmosphere of bars. "My playroom was the bar," he recalls, "The characters fascinated me: they were some of the most interesting people I've ever met." Despite his father's warnings against entering the trade, Walsh found a unique way to immerse himself in pub culture by vlogging about them.
Starting in 2019, Walsh visited pubs weekly, sharing his experiences online. After a hiatus, he reinvested efforts in 2024, now boasting over 87,000 followers. His most popular video, filmed at the Palm Tree in east London, garnered an impressive 1.2 million views, demonstrating the powerful reach of social media in promoting these venues.
Diverse Approaches to Celebrating Pub Culture
Jimmy McIntosh of London Dead Pubs took a different path. Initially documenting closed or demolished pubs during lockdown, he shifted focus in 2024 to highlight thriving establishments. "Pubs can and should be very glamorous places," McIntosh asserts, praising traditional wet-led boozers with patterned carpets and elegant banquettes. His local, the Prince Edward in Holloway, serves as a prime example of the wit and warmth found in such settings.
McIntosh's process involves identifying visually appealing or historically significant pubs, scripting content that touches on gentrification or local closures, and filming on-site. Most landlords welcome the positive exposure, though he famously critiqued BrewDog Waterloo in a viral post, calling it "an infantilised creche for podcasters and middle managers."
Meanwhile, Those Pub Guys, a group of schoolfriends from Surrey and West Sussex, adopt a lighthearted approach. They focus on pubs with quirky histories or activities, such as the Skirrid Inn in Wales, where legend claims 200 people were hanged. Their adventures have taken them across rural pubs, with plans to visit mainland Britain's most remote pub, the Old Forge in Inverie.
Defining the 'Proper Boozer' and Overcoming Challenges
What constitutes a 'proper boozer'? Walsh describes it as having elements like velvet curtains, worn wooden or carpet floors, and ideally being owner-operated with a strong local crowd. Food should be a sideshow, sports optional, and bonus points for cash-only transactions. "It's quite a personal thing," Walsh admits, "I'm no arbiter of what people define as proper."
Despite concerns about intrusiveness, these content creators rarely face pushback from pub-goers. Those Pub Guys encountered a minor incident at Britain's highest pub, the Tan Hill Inn, but generally receive friendly receptions. Online, however, backlash occurs, with some critics labelling Walsh's featured pubs as "dumps" or mocking Those Pub Guys for their "cringiness."
Impact and Future of Pub Promotion
While none of these individuals consider themselves traditional influencers, preferring the term "content creators", they all aim to support Britain's ailing pub industry. McIntosh hopes to shine a light on overlooked pubs in unfashionable areas, potentially keeping them in business. "If we can convince even a handful of people to go to them, and maybe keep them in business, I'd be happy," he says.
Evidence of their impact is anecdotal but promising. Some landlords report increased business following features, though attributing it directly to social media is challenging. Walsh notes a cultural shift, with young people flocking to traditional pubs like the Army & Navy in Dalston, which has transformed from a spartan setup to one of London's trendiest spots.
Addressing gentrification concerns, Walsh reflects, "It's better to see a busy pub than a dead set of flats." As he prepares a post on the Calthorpe Arms, discovered through his efforts, it's clear that social media is not just documenting pub culture but actively revitalising it, one pint at a time.
