Joe Lycett is covering a £100 drink tab at thirty pubs, from a Lancashire favourite to a Cardiff micro‑pub, in a bid to cheer up struggling local venues.
British comedian Joe Lycett currently a contestant on Celebrity Traitors has announced a charitable stunt that will see a £100 bar tab placed behind the counter of thirty pubs across the United Kingdom. The offer, revealed on the final episode of his Channel 4 show The Lycett Arms invites patrons to ask for a drink “on Joe’s tab”.
Lycett said the move aims to bolster neighbourhood establishments that are disappearing at an alarming rate – roughly two closures a day, according to industry figures.
The £100 pub initiative explained
During the closing moments of his live Friday-night broadcast, Lycett read out a roster of venues that will each receive a £100 credit.
The list stretches from the north-west town of Accrington to the capital of Wales, Cardiff, and includes a mix of traditional inns, city micro-pubs and brewery taprooms. Every listed establishment announced that customers can simply request a “Joe’s tab” to enjoy a complimentary pint or a small draft.
Some venues, such as The Miller in London Bridge, decided to double the amount, offering a £200 credit from 6 p.m. onward.
By placing a fixed sum into each bar, Lycett hopes to generate footfall and remind locals of the social value that pubs provide. He framed the gesture as a “love letter to the British pub”, emphasizing that a pint shared in a community setting can’t be replicated by snatching cheap cans from a supermarket. The comedian also urged viewers to think globally but drink locally, echoing the sentiment that pubs remain a cornerstone of British social life.
How the participating venues were selected
Several of the thirty locations were suggested by Lycett’s fellow Celebrity Traitors stars. The Crown pub on Whalley Road in Accrington, for instance, entered the list after a tip from co-contestant Julie Hesmondhalgh, who has been a regular there for years. Will Gilmartin, the landlord, said he was unaware of the forthcoming credit until his nephew texted him a screenshot from the Channel 4 broadcast. “I was absolutely amazed,” Gilmartin recalled, adding that the gesture felt “fantastic” for a business that has survived sixteen years under his and his wife Emma’s stewardship.
Other entries came from a blend of personal recommendations and geographic spread. The Black Prince in Northampton, The Old Ivy in Clerkenwell, and the historic Anchor Inn in Oldbury-on-Severn were all named, as were micro-pubs such as The Somerset Inn in Chard and Stage and Stem in Roath, Cardiff. The inclusion of venues like the Mikkeller Pub in Shoreditch – owned by pop-star Rick Astley – highlights the programme’s aim to reach both classic neighbourhood spots and newer, trend-focused establishments.
Industry backdrop and reactions from landlords
The stunt arrives at a time when the British hospitality sector is under intense pressure. Data released by the British Beer and Pub Association (BBPA) earlier this year showed that 295 pubs had already closed by the end of September, with projections estimating another 360 closures before year-end. Rising tax burdens, regulatory costs and a lingering cost-of-living crisis have been cited as primary drivers. While the government has announced a 20 % reduction in business rates for qualifying pubs, social clubs and live-music venues effective from April 2027, many landlords say immediate cash flow support is still desperately needed.
Landlords who received Lycett’s £100 credit expressed genuine gratitude. Ryan Peasland of The Somerset Inn described the initiative as “a great way to shine a light on the amazing community that is unique to the pub”. Andrew Owen of The Butcher’s Arms in Pontsticill, Wales, echoed similar sentiments, noting that the appearance of Lycett and his crew on the live broadcast added “great fun” and attracted additional customers. The common thread in these reactions is the sentiment that even a modest infusion of cash can create a ripple effect, encouraging regulars to return and new patrons to discover the venue.
Ultimately, Lycett’s campaign is as much a public-relations push for his television show as it is a tangible aid for struggling venues. By linking each £100 tab to a specific location, the comedian generates a nationwide scavenger-hunt for a free drink, driving viewership and foot traffic simultaneously. Whether the gesture will translate into lasting patronage remains to be seen, but it spotlights the urgent conversation about preserving the cultural fabric of Britain’s 45,000-plus pubs.
