Instagram Influencers Rally to Save Britain's Traditional Pubs from Closure
In the face of a troubling decline, with more than 350 British pubs shutting their doors last year, a new wave of social media influencers has emerged as unlikely saviors. Accounts such as Proper Boozers and London Dead Pubs are leveraging viral content to celebrate and preserve the nation's cherished "proper boozers," bringing fresh attention to these struggling institutions.
The Rise of Pub-Focused Social Media Accounts
Instagram has transformed into a vibrant hub for pub enthusiasts, with numerous accounts dedicated to showcasing Britain's drinking establishments. London Pub Explorer delves into social history, while London Pub Map and the Great British Pub Crawl document visits to every pub in London and across the country, respectively. Niche pages like Lydia Wood Drawings, which sketches every London pub, and Peaks and Pubs, combining outdoor adventures with pints, highlight the diverse appeal of pub culture. Even the simple pleasure of a plate of egg, chips, and beans alongside a pint is celebrated by accounts like Egg Chip Bean Pint.
Niall Walsh, founder of Proper Boozers, grew up in pubs managed by his Irish parents in London and Essex. "My playroom was the bar," he recalls, fascinated by the colorful characters he encountered. Despite his father's warnings against entering the trade, Walsh found his calling in 2019 by vlogging about pubs, amassing over 87,000 followers by 2024. His approach involves visiting pubs, soaking in the atmosphere, and sharing those he deems authentic.
Documenting Decline and Celebrating Survival
Jimmy McIntosh of London Dead Pubs began his journey during lockdown, initially documenting closed or demolished pubs to highlight their decline. By 2024, he shifted focus to "live pubs," which he finds less depressing. Dressed in a trademark beige trenchcoat, McIntosh emphasizes traditional wet-led boozers with patterned carpets and elegant banquettes, describing them as "glamorous places" full of wit and warmth.
McIntosh's process involves identifying visually appealing or historically significant pubs, writing scripts that touch on gentrification or local closures, and filming footage. Most landlords welcome the positive exposure, though he once famously critiqued BrewDog Waterloo, calling it "an infantilised creche for podcasters and middle managers." Self-funded aside from a few beer ads, McIntosh recently launched a Patreon to support nationwide pub tours.
Diverse Approaches to Pub Promotion
Those Pub Guys, a group of schoolfriends from Surrey and West Sussex, take a lighthearted approach focused on pub history and quirky activities. Their adventures have included visits to the Skirrid Inn in Wales, known for its hanging history, and the Viaduct Tavern in St Paul's with its old jail cells. They plan to explore mainland Britain's most remote pub, the Old Forge in Inverie, and aim to monetize through merchandise and events like quiz nights.
Walsh defines a "proper boozer" by features like velvet curtains, worn wooden or carpet floors, and a strong local crowd, ideally owner-operated. He avoids showing himself in videos to keep the focus on the pubs, and while he's not a crusader, he hopes to encourage people to visit local pubs they might have overlooked. His most popular video, shot at the Palm Tree in east London, garnered 1.2 million views, likely driving new patrons.
Impact and Challenges in the Pub Industry
McIntosh aims to spotlight pubs that "don't get the love they deserve," often located in unfashionable areas or neglected by mainstream "best of" lists. He believes there's a growing reaction against stripped-back gastropubs in favor of traditional styles, as seen in trendy venues like the Army & Navy in Dalston and the Blue Posts on Berwick Street. Some landlords report business boosts after his videos, though it's hard to measure the direct impact.
Despite occasional online backlash, with critics calling Walsh's boozers "dumps" or mocking Those Pub Guys for "cringiness," these content creators remain committed. They rarely face pushback in person, even when filming in busy pubs. Walsh acknowledges concerns about gentrification but argues, "It's better to see a busy pub than a dead set of flats."
As Walsh prepares a post on the Calthorpe Arms, another traditional pub discovered through social media, it's clear that these influencers are playing a vital role in preserving Britain's pub heritage. By blending nostalgia with modern outreach, they're ensuring that proper boozers continue to thrive for generations to come.
