London, January 30 (ANI): A pub chain in Britain is ready to lure "Swags" with larger wine glasses, glossy magazines and free toiletries in loos.
Greene King Pub Partners plans to target "Sassy, Wise and Grown Up" women over 35, a.k.a, "Swags" in a bid to exploit the country's 'Sex and the City' demographic.
"We're trying to get pubs to really get behind offering the right things for these women," Sky News quoted Caroline Hollings, the director of recruitment and training for Pub Partners, as saying.
She added: "Pubs often fail to accommodate women eating and drinking alone or out with other female friends.
"Typically pubs generally target mainly men, under 25's and families and we need to redress the balance."
Greene King with the help of a research learnt women aged 35-45 had a passion for "me time" and spent more on quality leisure time than that of other age groups.
The brewer's Pub Partners asked fifty of their female licensees to assess what they offer at their pubs for the SWAG market.
Hollings said: "Our ladies really went to town, after all they should know what women want.
"They'll be introducing much larger wine glasses, glossy magazines, more flowers and toiletries alongside different menu options, drink and quality coffee offers and the facebook fan pages have really taken off.
"It's not rocket science but pubs really need to look at themselves with fresh eyes and see where they can tap into this very lucrative market."
However, other pub owners like Claire Eyles, who runs The George Inn in Daventry, Northamptonshire, with her husband Chris, are skeptic.
Eyles said: "The issue of attracting more women to public houses is one that most pub companies have tried to address.
"But the type of lady we are attracting is not overly concerned as to whether she can get a 250ml serving of wine, or read a glossy magazine." (ANI)