Amber Taverns, a Blackpool-based pub company, is bringing budget pints to London with a new venue in Bromley, southeast London, where drinks will cost between £2.50 and £3.50. This marks a significant move for the chain, which currently operates 175 branches, mainly in smaller towns across the north of England, the Midlands, Wales and Scotland.
The new pub, named Saving Grace, will replace the former Barrel and Horn on Bromley High Street. The company, founded in 2005, typically acquires 'unloved' locals and ex-retail units for its venues.
Expansion into the south
James Baer, Amber's chairman, described the move as a 'natural progression' and hinted at further growth. 'We are ambitious to grow. We feel the retail model now is strong enough to expand,' he said.
The company already has a presence in the south of England, having opened The Erasmus Wolfe in Gosport, Hampshire, in September 2025. It has since expanded to Taunton, Stroud, Weymouth, Barnstaple and Salisbury.
Wet-led model and value focus
Unlike many London establishments, Amber pubs are 'wet-led', meaning they focus on drinks rather than food, with menus limited to bar snacks. This approach has shielded the company from rising kitchen costs, including energy bills and national insurance contributions.
The pubs still offer typical British boozer features, such as screens for sports events. Baer emphasised the importance of value: 'People do still want to very much go to the pub, it's just a matter of offering good value and a warm welcome.'
Future locations
Further expansion could see new budget pubs in Cosham, Colchester, Eastleigh, Hastings, Dumbarton and Thornaby, North Yorkshire, although these plans have not been confirmed.
