Pubs, Pints and Patrons: From Traditional Roots to the Modern Market - Professor Victoria Wells

Event Date: 29 April 2026

Speaker: Victoria Wells, Professor of Sustainable Management, University of York

Time: 11am to 12.30pm

Location: Online - for details, email paul.hewer@strath.ac.uk

Abstract: In recent years, the British pub has dominated headlines as total numbers have dipped below 40,000 for the first time continuing a decline over the last 50 years. While rising energy costs, tax burdens, and the lingering effects of the pandemic are frequently cited as primary causes of this decline, these economic factors exist alongside a shifting cultural landscape. This presentation explores how these evolving leisure habits of UK patrons are redefining the role and place of the pub.   History shows that the "local" has always survived by adapting to its audience. By charting the evolution of the pub and its patrons from the 1900s to the present day, this presentation will highlight how the industry has navigated social change and continues to. Specifically, it examines the contemporary rise of sobriety and moderation. The presentation concludes by analysing how pubs can successfully pivot to accommodate this shift, featuring insights from a social marketing campaign specifically designed to target pub managers.

Biography: Victoria Wells is a Professor of Sustainable Management at the University of York’s School for Business and Society having previously held positions at Durham, Sheffield and Cardiff Universities. Her research specializes in consumer behaviour, social marketing, and the evolving role of the British pub as a unique social institution.   Professor Wells’ work explores how pubs can remain viable and inclusive in a changing cultural landscape. She has been involved in research projects on "no and low" (NoLo) alcohol consumption, including the development of the York NoLo Map and practical toolkits for publicans to navigate the rise of sobriety and moderation. Her research also extends to the social benefits of collaborative pub crawls and the historical evolution of drinking spaces. 

Published: 4 March 2026