Support an Independent Pub Day: Independent pub advocates mark third consecutive year, inviting patrons to hit pint sales targets to support local businesses

In 2025 alone, England and Wales lost one pub per day, with the total number falling from 38,989 in 2024 to 38,623 in 2025. This continues a trend of sharp decline across the country since the pandemic ⁽¹⁾.

● In London alone, over 30 pubs have closed in 2025 ⁽²⁾.

● Research suggests that if the current trend continues, Britain’s pub count could fall below 1,000 by 2074. ⁽³⁾.

● Independent pubs are anxiously awaiting details of the Government’s business rates U-turn after Chancellor Rachel Reeves confirmed temporary support in response to rising costs due in April.

● As Dry January comes to an end, Thomas J. Vosper, author of Historic Pub Crawls and the team behind the CityStack London Independent Pub Collection, organise Support an Independent Pub Day on 31 January for the third consecutive year.

● Participating pubs will set targets for pint sales and encourage patrons to help achieve them.

22 January 2026 - To mark the close of Dry January, a group of dedicated pub supporters, including author Thomas J. Vosper of Historic Pub Crawls fame and the team behind the CityStack London Independent Pub Collection, are joining forces to host Support an Independent Pub Day on Saturday 31 January, with the aim of backing local businesses.

Dry January comes amid an already precarious situation for independent pubs. By the end of 2025, 366 pubs had shut their doors in England and Wales, leaving a total of just 38,623. That’s one pub lost per day.

This continues a worrying trend that has persisted for the past 25 years. In just the last five years, England and Wales have lost roughly 2,000 pubs.

Last year proved no easier for pubs, which continued to face numerous challenges, including cuts to business rates discounts, rising operating costs, pay-TV sports subscription fees rising sharply, with rents remaining extremely high, along with tight oversight from councils. Slower footfall, driven by inflation, adds to the pressure as patrons are left with less to spend at these social hubs. Unfortunately for small businesses, the combination of rising costs and tighter revenues shows little sign of easing any time soon.

Footfall is vital for independent pubs to cover soaring costs, yet the rise in people taking a break from alcohol and avoiding pubs for Dry January adds to the challenge. This makes the first quarter the most difficult time of year for pubs.

This is why the CityStack London Independent Pub Collection and Historic Pub Crawls are organising Support an Independent Pub Day for the third consecutive year. The event will take place on Saturday 31 January to mark the end of Dry January.

Each participating pub will set a pint sales target on the day, which will be communicated to patrons. Communities will be involved in hitting these targets throughout the day to make the tills ring.

The aim of these pub enthusiasts is simple: to celebrate and support treasured community hubs that help millions of people stay connected and fight loneliness.

This special day is intended to draw attention to the alarming disappearance of these cherished establishments, which form a vital part of UK culture. To encourage visits to independent pubs, the team of pub aficionados will actively spread the word about the day to their social media communities. Independent pubs are also invited to join the movement and share the event, prompting both loyal patrons and new visitors to come together and celebrate these unique gathering hubs.

It is hoped that on Saturday 31 January, local independent pubs will welcome lively crowds helping to reach their pint targets. This groundswell of support will lift takings after a challenging Dry January and encourage more people to prioritise independent pubs when choosing where to go out throughout the year.

The movement will be joined by many pub enthusiasts, including Phil Carr, a renowned TikTok creator whose community gathers over 1M followers.

“I’m a keen pub-goer, and I have a deep affection for independent pubs. They play a vital role in our communities, which is why I champion initiatives like Support an Independent Pub Day and the CityStack London Pub Collection. These are excellent ways to get people through their doors." – Phil Carr, TikTok creator

Thomas J. Vosper, author of Historic Pub Crawls, followed by 380k pub enthusiasts on social media, will invite his community to gather at the Blue Maid, a historic independent pub in Borough.

Thomas J. Vosper, author of Historic Pub Crawls, commented: 

“Having visited so many pubs over the past few years, I am well aware of the challenges these hospitality businesses face, and it’s heartbreaking to witness. We desperately need to preserve these spaces of social connection. I want to help raise awareness of these challenges and the importance of supporting independent pubs. Participating in the organisation of this special day is a great way to show people why choosing independent pubs matters.”

The Blue Maid, member of the CityStack initiative, has been part of London’s landscape for a very long time and is one of the oldest pubs in the city. So old that it appears in Charles Dickens’ Little Dorrit and even on the 1542 Map of Southwark. The place first opened as a pub centuries ago but went through different uses, including a shisha lounge and a karaoke den, before returning to its roots as a pub in 2024, under the careful stewardship of Dav Sahota and Simon Wallen, two publicans passionate about preserving independent pubs and serving affordable, quality cask ales.

Since reopening, and like many others, the team has been grappling with significant challenges brought on by the current economic climate.

Simon Wallen, General Manager of the Blue Maid commented: “We have a passion for quality drinks and supporting independent businesses. That’s why we worked hard to reopen this pub after 5 years of closure, to showcase many great independent brewers and highlight the best local breweries London has to offer. We are proudly backing small breweries, but it comes at a cost, as small businesses often don’t have the same buying power as large groups. Like many independent pubs, we are facing rising operating costs, and tighter wallets from customers. Despite these challenges, we’ve chosen to keep our beers affordable for people from all walks of life, and see initiatives like the CityStack London Independent Pub Collection, which we take part in all year, as essential to that approach. I was thrilled that Historic Pub Crawls and CityStack offered to support us and encourage people to visit our lovely pub on Support an Independent Pub Day.”

The CityStack team will also provide all the pubs taking part in this initiative with materials to effectively communicate, create events, and build momentum to drive people to visit their establishments.

Alison Boutoille, founder of the CityStack London Independent Pub Collection, commented: “Since we created CityStack, we have been working relentlessly to support independent pubs and help drive footfall to these small businesses all year long. More people are now choosing ‘independent’ when going out, but the first quarter remains a particularly challenging period. To address this, three years ago, we decided to take extra action and created Support an Independent Pub Day to give a boost of visitors during this time. It has been a success, and feedback from pubs has been overwhelmingly positive. Not only did it increase footfall during a quieter period, but it also helped raise awareness of the challenges independent pubs face in the current economic climate.”

A central feature of this event will be the pint sales targets set by each pub, aimed at highlighting the importance of spending at these cherished independent establishments to help them stay afloat. Each pub will set its own targets, creating an opportunity to engage their communities in conversations about the challenges they face.

The day isn’t just about raising a glass! Some pubs will host live music, while others will offer special promotions, ensuring everyone can take part in the initiative without stretching their budgets.

The Queen’s Head - 8 Flamborough St, London E14 7LS

- Target of pints to sell: 200

- Special deal: 10% off all draught beer once the 200-pint target has been achieved!

- Special events for this day: DJ LK from 7 pm

"Independent pubs like ours are under real pressure from rising costs and tighter household budgets. This kind of initiative makes a genuine difference by encouraging people to explore venues they might otherwise miss." – Tyler Don, landlord of the Queen’s Head

The Pelton Arms - 23-25 Pelton Rd, London SE10 9PQ

- Target of pints to sell: 900

- Special events for this day: Gig with Brit Pop Collective at 9 pm

"We are delighted to join this initiative, it’s such a great way to make people aware of the challenges all independent pubs face!” – Geoff Keen, landlord of the Pelton Arms

The Old Ivy House - 166 Goswell Rd., London EC1V 7DT

- Target of pints to sell: 100

- Special events for this day: gig with The Three Deuces

"It is such a great initiative, as special events are an excellent way to attract people to visit pubs. Summer benefits from football matches, while the end of the year hosts numerous Christmas parties. However, there isn't much happening during this quieter period of the year. This system is a great way to help boost our revenues." – Kate Davidson, landlady of the Old Ivy House

Support an Independent Pub Day was started in 2024 by pub enthusiasts including the CityStack Independent Pub Collection, which aims at encouraging Londoners to visit and support independent pubs all year long with a unique gift for pub lovers.

This £25 pack of beer mats gives pub lovers £100 worth of food and drink at fantastic independent pubs across London. The pack comes with a special beer mat to stamp at any ten of the 80+ pubs that are part of the programme to get £10 off a £20+ spend. Customers do it ten times and save £100 (10 x £10 off = £100 worth of food and drink at pubs).

“The Christmas season is our peak period, since it makes a popular stocking filler. The timing is ideal, encouraging people to use their vouchers soon after receiving them, during one of the quietest times of the year. Our aim is to get people into independent pubs, helping them connect socially while keeping their spending in check.” – Alison Boutoille, Founder of the CityStack London Independent Pub Collection

This clever system allows pub lovers to discover amazing independent pubs, support these locals and save money at the same time. It’s a win-win!

Over 80 independent pubs are already part of the scheme, with more pubs requesting to join each week.

 Thomas J. Vosper, Alison Boutoille and independent pub owners are available at short notice for interviews and to provide commentary about the current situation for independent pubs.  Photos of the event organised at the Northcote and the Horn of Plenty. Media kit available on request.

(1)    Government statistics, The Guardian, One pub a day closed permanently in England and Wales in 2025

(2)    CAMRA data, The Standard, All the London pubs that have closed down in the past year as new data suggests pub industry in grave trouble

(3)    Togather projections, The Cater Insight, UK pubs could drop to less than 1000 in 50 years

- ENDS  -

Media contacts for interviews or inquiries

Alison Boutoille

Founder of CityStack

07 385 84 98 24

www.citystack.co

IG: @city_stack

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