The Rise of Influencers in Promoting Traditional British Pubs

The emergence of social media influencers dedicated to showcasing traditional British pubs is reshaping public interest and patronage in these establishments, which face declining numbers and closures.

The Guardian

Two prominent influencers in this movement are James Walsh and Jimmy McIntosh. Walsh, who created the Instagram account Proper Boozers in 2019, has amassed over 87,000 followers by vlogging about pubs, emphasizing their unique character and charm. McIntosh, who runs the London Dead Pubs account, shifted focus in 2024 to highlight live pubs, showcasing their aesthetic appeal and rich histories. Both influencers aim to promote traditional, owner-operated pubs, which they define as "proper boozers."

The Guardian

Another group, Those Pub Guys, consisting of four school friends, takes a lighthearted approach to documenting pubs. They focus on establishments with intriguing histories or unique features, such as a pub with an attached rage room. Their content often includes engaging narratives about the pubs they visit, aiming to attract viewers to lesser-known venues.

The Guardian

The influencers' efforts have sparked renewed interest in traditional pubs, which are often overshadowed by modern gastropubs. Walsh and McIntosh report that some landlords have noted increased business following their features. McIntosh states, “If we can convince even a handful of people to go to them, and maybe keep them in business, I’d be happy.” This sentiment reflects a broader trend where younger patrons are gravitating towards traditional pubs, as seen in the resurgence of places like the Army & Navy in Dalston.

The Guardian

Despite their positive intentions, these influencers face criticism online. Walsh's content has been labeled as promoting "dumps," while Those Pub Guys have been accused of being "cringy." Ben Foster, a member of Those Pub Guys, acknowledges the backlash but emphasizes their commitment to promoting the pub culture. Walsh himself does not consider himself a crusader but hopes to inspire confidence in people to explore local pubs they might have previously overlooked.

The Guardian

Walsh has expressed awareness of the potential for gentrification resulting from his content, stating, “I’m abundantly aware of a renaissance in these types of pubs in pop culture.” He believes that it is preferable to see a busy pub than a vacant property. Both influencers aim to highlight the charm of traditional pubs while navigating the complexities of their impact on local communities.

The Guardian

As they continue their efforts, Walsh has launched a Patreon to fund further pub explorations across the country. The influencers remain committed to documenting and celebrating the unique stories of British pubs, hoping to sustain their legacy in an increasingly competitive market.

The Guardian

• “Pubs can and should be very glamorous places,” — Jimmy McIntosh, Influencer

The Guardian

• “If we can convince even a handful of people to go to them, and maybe keep them in business, I’d be happy.” — Jimmy McIntosh, Influencer

The Guardian

• “but I’d like to think people see pubs in their local area they haven’t been to, maybe that they thought looked scary, and have the confidence to go in.” — James Walsh, Influencer

The Guardian

• “That’s naturally fed into a bit of a flavour for traditional old-man pubs. [But] it’s better to see a busy pub than a dead set of flats.” — James Walsh, Influencer

The Guardian