Stonegate Group, the UK's largest pub company, is making waves with its decision to implement a 'dynamic pricing' system across 800 of its locations.
While the price of beer had seen a decline for the first time in two years, Stonegate has chosen to go in a different direction.
The company had previously experimented with dynamic pricing during popular sports events like the Fifa World Cup in 2018 and 2022. Now, the system is here to stay.
The dynamic pricing model will see drink prices rise during the pub's busiest hours.
According to the manager of the Coach House, a Stonegate pub in central London, the price of a pint will increase by 20p during these 'peak' hours. The company states that the price hike is to cover 'additional requirements' such as extra cleaning, more staff, and compliance with licensing agreements.
The pricing change will also affect non-alcoholic beverages, with one customer claiming to have paid £4.50 for a small glass of cola.