Cheers! Tongham Brewers Support Customers During New Year Promotion

Published on: 14 Jan, 2026
Updated on: 14 Jan, 2026

Managing director Miles Chesterman pulls a pint at the Tongham brewery

Hogs Back Brewery is supporting its taproom customers throughout January by cutting the 20 per cent VAT charge on all drinks.

The “No VAT in the Tap” promotion at the Tongham brewery means visitors get 20 per cent off the usual price of drinks, with Hogs Back absorbing the tax. The offer extends beyond the brewery’s own beer to the full range on the bar, including soft and hot drinks.

Managing director Miles Chesterman said: “Consumers are used to January sales and this year the Brewery Tap is no exception. Twenty per cent off the price of all drinks will make a significant difference to our loyal customers and we hope they will show their support by visiting the Tap more often and socialising during the loneliest month in the calendar.”

Executive chairman Rupert Thompson highlighted the pressure that pubs and the wider hospitality sector have been facing.

“They have been hit by wave after wave of tax increases, which the sector simply cannot bear any longer,” he said. “Unexpected business rate increases are a massive new blow on top of soaring employment taxes and new packaging taxes.

“With VAT a huge burden for the sector, over-taxation is closing pubs every week and a return to a 12.5 per cent VAT rate on food and drink in pubs would dramatically boost our bottom lines.”

Hogs Back Brewery was founded in 1992 in the traditional hop growing region of Surrey. The company says its flagship brand, Tongham TEA (Traditional English Ale), is a leading regional ale in the south-east.