![\"London](\"https:\/\/www.europesays.com\/britain\/wp-content\/uploads\/2026\/05\/10-pint-London-pint-costs.png\")
\t\tThe \u00a310 pint has hit London – here are the heroes serving \u00a35 pints\t<\/p>\n\t\t\tThursday 14 May 2026 4:06 am
\n\t\t\t\t\t\u00a0|\u00a0\u00a0Updated:\u00a0<\/p>\n
\t\t\tThursday 14 May 2026 2:14 am\n\t<\/p>\n
\t\tThe \u00a310 pint has hit London – here are the heroes serving \u00a35 pints\t<\/p>\n
Outrage this week as one Mayfair establishment was caught froth-handed charging \u00a311 for a pint of Moretti. It wasn\u2019t even a special craft pint, just a bog standard lager.<\/p>\n
But as our City Editor Simon Hunt points out, it\u2019s wrong to immediately stick it to London\u2019s pubs, which are facing insurmountable costs forcing them to push the cost of the pint up<\/a>.\u00a0<\/p>\n \u201cPubs have had it hard the past few years. Many are on their knees and hundreds have closed,\u201d writes Hunt. \u201cThe sector has had to muddle through the Covid lockdowns, followed by soaring inflation, and then punishing tax hikes, business rate upgrades and minimum wage rises that have pushed pubs to the brink.\u201d<\/p>\n \u201cThe last thing they need is clickbaity headlines from national newspapers that should know better, saying \u2018pubs are a rip-off, don\u2019t go,\u2019 or words to that effect.\u201d<\/p>\n He also points out that in many areas of London pints are still below \u00a35, and that our data revealed that the average cost of a pint is \u00a35.77<\/a>.<\/p>\n \t\t\u2018\u00a35 pint pub: we\u2019ll be taking a hit\u2019<\/p>\n But the average City AM reader is probably facing the fairly common reality of a pint that costs at least \u00a38.00. I know I have been confronted with that figure on at least two occasions recently \u2013 and on both occasions, the figure didn\u2019t end with \u201800\u2019 either.<\/p>\n If you count yourself as living and working within urban elite circles, this is likely becoming a problem. I\u2019ve certainly noticed rounds amongst my friends are down: where spending \u00a320 or \u00a330 on some colleagues is one thing, coughing up over \u00a350 for a few frosty ones starts to feel obscene.\u00a0<\/p>\n That\u2019s the thing: while the pubs are struggling and we know why costs are going up, it just doesn\u2019t feel right in the moment to pay that much. These prices ruin the spontaneity of the after work pint.<\/p>\n Some London pubs are working overtime to ensure the \u00a35 pint remains a thing in the capital. They might be losing money doing it, or only offering those prices for a short time, but nonetheless they are making sure there are options available.\u00a0<\/p>\n Over the past week, I\u2019ve received a number of press releases from publicans touting cheaper drinks.\u00a0<\/p>\n We wanted to make the pint an affordable experience \u201cPrices for everything seem crazy at the moment,\u201d says Tom Peake, co-owner of the Three Cheers Pub Co. \u201cWe want to support the idea that you locals should be able to pop to the pub, have a drink and catch up with friends affordably. The Trafalgar\u2019s \u00a35 Pour is our way of offsetting the madness.\u201d<\/p>\n So what\u2019s his secret? \u201cWe\u2019ll be taking a bit of a hit,\u201d he says. \u201cBut we\u2019re lowering our prices at off-peak times to make it work. This is our way of trying to support punters where and when we can.\u201d<\/p>\n \t\t\t\t\tRead more<\/p>\n![\"London](\"https:\/\/www.europesays.com\/britain\/wp-content\/uploads\/2026\/05\/10-pint-London-costs.png\")
Some businesses are managing to find ways to serve a \u00a35 pint<\/p>\n