Wetherspoons boss says the UK can sell pints for £2.99 – here’s how

JD Wetherspoon chairman Sir Tim Martin has declared that British pubs could soon sell pints for as little as £2.99 – and still improve their profit margins – if the government adopts major tax reforms to level the playing field with supermarkets.

In a statement published via the London Stock Exchange, the outspoken pub tycoon urged the entire hospitality industry to rally behind proposals that would slash VAT on hospitality from 20% to 10%, alongside cuts to beer duty (excise duty) and business rates.

The plan, which Martin highlighted as coming from a leading political party in recent polls (widely understood to refer to Reform UK), aims to deliver “tax parity” between pubs and supermarkets, which benefit from lower or zero-rated taxes on many alcohol sales.

Martin argued that the current tax system heavily disadvantages pubs compared to off-trade retailers. He stated that with the proposed changes, starting with a halved VAT rate, plus further reductions in excise duty and business rates. “Most pubs could probably, for example, offer one beer, one lager and one cider for, say £2.99, with these tax reductions – and STILL have a higher gross margin than today,” he said.

He added that such reforms would “utterly transform the competitiveness of pubs,” boosting employment, investment – particularly in struggling high streets and town centres – and ultimately proving self-financing over the medium term.

British pubs under pressure

The announcement comes amid ongoing pressures on the pub sector, including rising costs, post-pandemic recovery challenges, and competition from cheaper supermarket alcohol. Martin has long campaigned on tax inequalities, frequently contrasting the high duty and VAT burden on on-trade drinks with the more favourable treatment of supermarket multipacks and take-home sales.

Wetherspoon, which operates around 800 pubs across the UK, has built its brand on offering affordable pints and meals. The chain has previously run promotions under £3, but widespread £2.99 pricing would mark a significant return to lower prices not seen consistently since before recent duty hikes and inflation.

Reform UK’s broader hospitality “survival plan” also includes reversing recent increases in employers’ National Insurance contributions, which could further ease operating costs for pub operators.

Martin concluded his statement by calling on hospitality businesses to actively support the initiative, describing it as a rare opportunity to achieve meaningful change.

While no immediate government response has been issued, the intervention from one of the sector’s most prominent figures is likely to intensify debate over pub taxation ahead of future budgets and policy announcements.

Now read: Here is Reform’s plan to save UK pubs – including cutting the price of beer by 44p