Gary Meads, the 56-year-old landlord of The Coach & Horses, an 18th-century independent pub on the Weatheroak Hill border of Bromsgrove and Birmingham, has declared he would vote Labour for the first time in his life if Andy Burnham and the government deliver a VAT reduction for hospitality.
Speaking to BirminghamLive, Meads expressed cautious optimism after Chancellor Rachel Reeves announced a 20% cut in business rates for pubs, clubs, and live music venues from next April. While the average pub is estimated to save £1,000 per year, Meads insists a VAT cut remains the 'immediate fix' the sector desperately needs.
A landlord's first reaction: 'Seriously, is that it?'
Raised in his parents' pub, Meads said his initial response to the rates reduction was underwhelming. "My first reaction was 'seriously, is that it', but I think he (Burnham) caveated it by suggesting the cavalry is coming," he said. "They're giving us a slight reduction, but it doesn't come in until next April."
He acknowledged the gesture as a start, recognising the industry is "on its knees", but pleaded: "Please don't let it be the end." Meads also welcomed the appointment of John Healey as the new chancellor, noting that Healey was formerly pubs minister and should have a better grasp of hospitality challenges.
VAT cut: The 'immediate fix' worth £50,000 a year
The landlord stressed that while the rates cut is better than the previous government's approach, more substantial support is needed. "Rachel Reeves and Keir Starmer were stonewalling hospitality and this is quite refreshing," he said. "I don't want to be ungrateful and moan because this is better than what was going on before. But more needs to be done, we need a VAT cut for pubs. It's an immediate fix and worth £50,000 a year to me."
Meads noted that Andy Burnham had previously supported a VAT cut, saying: "Burnham previously backed the VAT cut so it'll be interesting to see if that comes to fruition." He praised Burnham's approachability, stating: "Burnham seems like someone who has a bit about him, you can see why people are attracted to vote for him. He seems more in touch with people."
A historic political shift for a lifelong non-Labour voter
Meads, who has never voted Labour in his life, said he would reconsider if the party delivers on hospitality. "I've never voted Labour in my life and I'm not saying I wouldn't under Andy Burnham. If him and John Healey turn out to be the saviour of pubs, I'd happily vote for him," he said. "Not all their views are correct, but if they backed a VAT cut to give hospitality a shot in the arm, it would work for me."
This political shift comes after a turbulent year for The Coach & Horses. In January, Meads said it was 'unlikely' that the pub and his childhood home would survive the year. However, after a strong summer, he now expects it is 'likely' the independent will still be pouring pints in 2027.
Hospitality sector calls for more support
Meads' comments reflect a broader sentiment across the hospitality industry, which has been hit hard by rising costs and reduced consumer spending. The business rates reduction, while welcomed, is seen by many as insufficient to address the sector's long-term viability. A VAT cut, which would reduce the 20% tax on food and drink sales, is widely advocated by industry groups as a more effective measure to boost trade.
For Meads, the stakes are personal. The Coach & Horses is not just his business but his childhood home, and its survival is tied to the support it receives from the government. With the next budget expected in the spring, landlords like Meads will be watching closely to see if the promised "cavalry" arrives in the form of a VAT cut.
