Admiral Taverns' community operator division Proper Pubs is set to unveil its inaugural mid-market pub concept, the Ashby Tavern, in Hinckley, UK, on 22 February 2024.

The launch follows a refurbishment investment of £265,000 ($334,736), marking a strategic shift for the division known for its value wet-led [focused on drinks and bar snacks rather than foodservice] sites.

The Ashby Tavern will feature a fresh interior with new fixtures, fittings, flooring and furniture, including a raised seating area.

The exterior will feature a beer garden with a capacity of 200 for outdoor socialising and events.

In a departure from its traditional offerings, the revamped pub will serve coffee and a snack menu with pretzels, popcorn and sweet treats.

This diversification aims to attract a broader customer base throughout the day.

The Ashby Tavern is the pioneer in the new mid-market concept and will be joined later in 2024 by other Proper Pubs locations, including the Brown Cow in Liverpool and the Titwood in Glasgow.

Proper Pubs director Mark Brooke said: “We’re really excited about this new mid-market concept. We’ve been working hard on it over the last few months, and we’re looking forward to seeing it come to life in the Ashby Tavern.

“Value wet-led will always be the cornerstone of our business, but we see a real opportunity to open up to a different demographic and show them what Proper Pubs is all about.

“The Ashby Tavern will be a community wet-led pub with a slightly different look and feel to our traditional value sites as well as a different offer. This includes extensive cocktail menus and wine lists, as well as great drinks offers, such as after-work cocktail promotions.”

In December 2023, Admiral Taverns invested £692,000 in the refurbishment of two community pubs in Hull, UK.