PACK Bar in Wolverhampton Becomes Hit with Over-40s Crowd
In the heart of Wolverhampton city centre, a new bar has emerged as a surprising success story, defying the challenges of the struggling hospitality sector. Perfect Ale, Cask & Keg, commonly known as PACK, has quickly become a favorite among locals, particularly attracting an over-40s demographic with its unique offerings.
From Fast Food to Live Music Venue
Operating out of a former KFC building near the iconic Man On The Oss statue, PACK opened its doors in November of last year. The bar's name is a clever nod to the local football team, Wolverhampton Wanderers, but general manager Andy Evans, aged 51, is quick to clarify that this is not a sports bar. Instead, PACK is firmly positioned as a live music and entertainment venue, catering to a mature audience seeking more than just typical pub fare.
"One of the biggest compliments we have received is that we've created a space for people over 40 to enjoy—which is absolutely mad," said Andy. "I initially aimed it at the over-25s or 30s, as most real ale and craft beer drinkers fall into that age bracket. However, we've found that our extensive cask selection appeals to older patrons as well."
Unique Decor and Beverage Selection
Inside PACK, visitors are greeted by steampunk props adorning yellow walls, creating an eclectic atmosphere. The upstairs area features a pool table, table football, slot machines, and quirky pub signs collected from across the country. The beverage menu is equally distinctive, with Andy emphasizing that chain pub staples are nowhere to be found.
"We have nothing that you'd see in a chain pub," he explained. "Our selection includes Hofmeister, Rattler, Bristol Beer Factory, Attic, and Belgian beer La Trappe. When customers ask for Carling, Stella, or Strongbow, we simply say no—we don't stock any of that."
Live Music and Sound System Investment
Music is a central focus at PACK, with local bands performing regularly on Fridays and Saturdays. This emphasis is fitting, as the building was once the Mike Lloyd Music shop before becoming a KFC. In a fortunate turn, Andy discovered an old Mike Lloyd Music poster in his attic, which now decorates the bar.
The venue's biggest investment was its sound system, installed by the same technician who wired The Robin venue in Bilston. "The sound system was the most expensive part of the fit-out," said Andy, who also organizes the Codsall Beer Festival in Staffordshire. "We have a stage box in the corner, allowing artists to plug their mixer directly into it. The sound then flows throughout the entire pub, both ground and first floors, making it incredibly easy for musicians to perform here."
Future Plans and Community Impact
Looking ahead, Andy revealed plans to expand PACK's offerings. The basement is set to become a dedicated games room for activities like Dungeons & Dragons, while a separate room will host bands and live music events. This expansion aims to further solidify PACK's role as a hub for entertainment in Wolverhampton.
The bar has been a welcome addition to the city centre, which has faced trade difficulties in recent years. Andy, who previously worked at Tarmac for 30 years before redundancy, noted that match days for Wolverhampton Wanderers provide a significant boost to footfall. "Wolves matches are a lifeline for many pubs in the city," he said. "Without them, as a business, we would struggle. Events at The Halls, like Robbie Williams' recent performance, also drive traffic, especially on weekends."
Despite opening in what he calls "probably the worst idea I have ever had" due to the timing before Christmas and slow winter months, PACK has garnered positive reception. Andy runs the bar alongside co-owners Nicc Bennett and Simon Monk, and together, they have created a vibrant space that resonates with an older crowd seeking quality beer, live music, and a unique social experience.
