The largest pub company in the UK has revealed it's introducing a 'dynamic' scheme resulting in increased pint prices at busier times.
The price of beer may have dropped for the first time in two years in February, but one chain has decided 800 of its sites across the UK will be permanently taking part in a 'dynamic pricing' system.
The firm has already tried out the 'dynamic pricing' before - upping the cost of its drinks during popular sports events such as the Fifa World Cup in 2018 and 2022.
And now it's back and it's back for good, one visitor at a Stonegate Group pub took to social media to share a notice telling customers the 'dynamic price is currently live in this venue during this peak trading session'.
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But what exactly does it mean for the price of our pints?
Well, the 'dynamic pricing' scheme means drink prices will be raised during hours which are most popular with punters.
The question remains: By how much?
According to the manager of Stonegate pub, the Coach House, located in central London, the price of a pint was made 20p more expensive in 'peak' hours.
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And yes, 'peak' hours means exactly what you think it does - the times where most people are visiting the pub.
'Why?' I hear you cry.
Well, Stonegate Group's notice in one of its pubs explains the increase in pricing is to cover the 'additional requirements' - such as extra cleaning, more staff for the bar, extra bouncers, providing customers with plastic pint glasses and also 'satisfying and complying with the licensing agreements'.
And don't think you've got off scot-free if you don't drink either, because it's not just alcohol which is affected but soft drinks too, with one customer's Google review for a pub under the group claiming they paid £4.50 for 'a small glass of cola'.
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A spokesperson for Stonegate Group told The Telegraph it can change from pub to pub how much prices are hiked.
And it's unclear when prices do surge - a customer calling it 'a bit of a lottery'.
The spokesperson told LADbible: "Stonegate Group, like all retail businesses, regularly review pricing to manage costs but also to ensure we offer great value for money to our guests. Across the managed business our dynamic pricing encompasses the ability to offer guests a range of promotions including happy hours, two-for-one cocktails, and discounts on food and drink products at different times on different days throughout the week.
"This flexibility may mean that on occasions pricing may marginally increase in selective pubs and bars due to the increased cost demands on the business with additional staffing or licensing requirements such as additional door team members."
Topics: UK News, Food And Drink, Money
Poppy Bilderbeck