In a market where the term “mobile bar” evokes images of retro cocktail vans, Pubs on Wheels stands out by delivering a premium drinking experience on a vast commercial scale. The beautifully converted MOD trucks provide a fully functioning, wi-fi equipped, high-end pub that can be transported anywhere, irrespective of the weather or terrain.

Working in close partnership with the founder owners, my task was to develop a consistent volume of high-value leads and opportunities aligned with long-term stakeholder objectives of business growth and eventual sale. To achieve this, I needed to identify key target audiences and create an evolved commercial messaging style to effectively engage them.

Strategic evolution: Fully branded partnerships

The chosen strategy aimed at developing fully branded partnerships under formalised, retainer-based pricing models. This approach leveraged the successful and long-term partnership with clothing brand Jack Wills, who had commissioned a bespoke pub-on-wheels named the Mucky Pheasant.

Sales proposition shift: From events to corporate level

Leveraging this partnership, I developed the company’s sales proposition from appealing primarily to single-event and private party customers to competing at a higher corporate level. This strategic shift provided the clear capacity for forecastable long-range sales planning.

Collaborative marketing: Crafting a refined brand image

During this process, I collaborated closely with the brand’s chosen design agency to manage and develop a comprehensive suite of marketing literature, including event photography at key venues such as Ascot and various music festivals. This was crucial to communicate the newly refined offer clearly and support a high-volume sales & marketing campaign that included social media, email marketing, and content distribution.

Success unveiled: Experiential event solution

The collaborative efforts succeeded in presenting Pubs on Wheels as a high-end, experiential event solution rather than just a simple mobile bar. This shift secured maximum brand engagement and significant commercial returns, driving new sales into the business. The success story culminated in 2019 with the sale of Pubs on Wheels to a third party, highlighting the impact of strategic initiatives and a transformative sales approach.