Supermarket chain Lidl has unveiled its first pub, a strategic manoeuvre to navigate Northern Ireland’s notoriously strict and complex alcohol licensing laws.
Named The Middle Ale, the new bar and off-licence is adjacent to an existing Lidl store in Dundonald, near Belfast.
A tight regulatory environment governs liquor licences in the region. Permits are not easily obtained; they typically require purchase from businesses that are either closing or no longer intend to sell alcohol.
Furthermore, applicants must demonstrate an “inadequacy” of existing provision in the area.
Unable to prove a shortage of off-licences in Dundonald, Lidl pivoted its strategy.
The retailer instead applied for a pub licence, successfully arguing that there was an insufficient number of bars to serve the local community.
After a protracted process, which involved seeing off a legal challenge in court, the chain succeeded in securing a licence to sell alcohol in a pub, with an attached off-sales section.
The 60-seat pub’s Middle Ale name is a nod to Lidl’s famous Middle Aisle of discounted supermarket items.
It is accessed through a separate entrance to the retail store and its opening has created eight new jobs.
Robert Barr, 81, from east Belfast, said the pub is “fine”.
“It’s another pub in the area,” he said.
“I had a zero Guinness.”
He said he would be coming back to the pub, which features red counters and blue high stools, and that it offered “good value”.
Asked about the atmosphere, he said: “It’s hard to say because it’s opening day and there’s a lot of staff and hierarchy there.
“It will be interesting to see what it’s like on a normal day.
“I was always annoyed that they didn’t have an off licence here, and apparently it’s down to objections from the other establishments, which I didn’t think was very fair.
“So I’m glad now that they have an off licence here.”
Newly appointed bar manager Samantha Hill officially cut the ribbon to mark the occasion on Thursday.
The supermarket chain also donated £1,000 in Lidl gift vouchers to the Dundonald Foodbank as part of the opening day celebrations.
Gordon Cruikshanks, regional managing director for Lidl Northern Ireland, said it was a “milestone” moment for the company.
“We’re thrilled to finally bring the Dundonald community access to our full range of high quality, premium beers, wines and spirits for the first time in more than two decades.
“We recognise that there has been a great deal of local interest and anticipation around this project, which is why we have taken a measured and responsible approach to its opening, ensuring it complements the local area and provides a high-quality hospitality experience for existing Lidl customers, visitors and residents alike.
“The feedback from customers so far has been extremely positive and we’re thrilled to toast the Dundonald community today and celebrate bringing our full range to local shoppers, as well as a much-needed community space to serve the thriving town.”
