With more than 350 pubs closing across Britain last year, a new wave of social media influencers is fighting to preserve the traditional 'old-man pub'. Accounts like Proper Boozers and London Dead Pubs are using Instagram to highlight authentic boozers and attract a younger clientele.
Niall Walsh, who runs Proper Boozers, grew up in London pubs managed by his Irish parents. He created the account in 2019, initially visiting a few pubs weekly and posting about those he liked. After a hiatus, he revived it in 2024 and now has over 87,000 followers. He focuses on 'proper boozers' with patterned carpets, brass fittings, and a local feel.
Jimmy McIntosh, founder of London Dead Pubs, started documenting closed pubs during lockdown but switched to live pubs in 2024. He highlights visually appealing, wet-led boozers with interesting stories, often including commentary on gentrification. His takedown of BrewDog Waterloo became one of his most popular posts, calling it 'an infantilised creche for podcasters and middle managers'.
Both influencers refuse payment for reviews, though McIntosh recently launched a Patreon to fund pub trips. Other accounts like London Pub Explorer, London Pub Map, and Beautiful Boozers also promote pubs, while Egg Chip Bean Pint posts simple images of egg, chips, beans, and a pint. The exposure from these accounts can be significant: the Wheatsheaf in Romford credited Proper Boozers and London Dead Pubs with bringing 'incredible' exposure to their family-run pub.
