After running 26 miles, marathon participants are pretty much your perfect customer – here’s how pubs are getting them to refuel at their bar.
With 50,000 people running the London Marathon this Sunday (April 23), there’s a thirsty bunch of customers about.
Of course, if you’re not in London, there are heaps of other running events and marathons throughout the year which churn out some pretty hungry, dehydrated people.
For some pubs, being on a marathon route is the biggest day of the year for them, more so than even New Year’s Eve.
Here are some ideas about how to gather together the runners of the nation in your pub, marathon or not.
1. Hold a beer festival
Because beer is 90 per cent water, right? The White Swan in Charlton, London, is hosting beer festival on marathon day to pull in spectators and runners. It is also hosting a barbecue breakfast and a live band.
Support the London Marathon runners on Sunday (with a drink in hand). We have a Beer festival/music by Dennis Greaves' band/brekkie BBQ 9am! pic.twitter.com/mUcH8fIsll— WhiteSwanSE7 (@SwanPubSE7) April 19, 2017
2. Free drinks for runners
Some All Bar One bars are giving away a glass of Moët to every runner who completes the London Marathon. They just have to present their medal and they will serve a well-deserved glass of fizz.
Meanwhile, runners in the Scottish Sterling Marathon in May will be spurred on by the thought of a free beer from Alva-based craft brewery Harviestoun. The brewery is giving away 250 beers to the first people to cross the line.
London-based Three Cheers Pub company is also giving all marathon runners a free drink this marathon weekend.
The pub group said: “As a little thank you from some very proud Londoners, Three Cheers Pub Co are delighted to give you all a free drink after the race. If ever there was a time you deserved one it’s now. Please just bring your medal with you."
3. Hold your own race
Forget the marathon, what about a pub-to-pub race or ParkRun? ParkRun is a free 5K race every Saturday hosted all over the country by volunteers. The Bevy pub in Brighton, Sussex, hosts a ParkRun event and benefits from finishers refreshing themselves in the community pub.
Some businesses have also started to offer a discount for ParkRun participants, which the race organisers can promote.
4. Team-up with other businesses and create a race guide
Got a big sporting event going on in your area? Club together with other local businesses and create a route guide for spectators and runners. The There's A Beer For That is a campaign backed by Britain's Beer Alliance has created this pub map for the London Marathon route.