Case study:Hard times are forcing many rural publicans to find novel ways of staying in business. From quiz nights to topless barmaids, vintners have tried everything to keep the customers coming in throughout the week but with little success, as the figures show.
However, one Co Roscommon publican has come up with a low-cost and simple solution that might just serve as a model for other rural pubs trying to avert closure.
Gerry Kelly, proprietor of Millar's Bar in Ballydangan, has put his car at the service of customers to keep them coming to his premises.
"It's no Hummer, just a Golf with 70,000 miles on the clock, but it gets them here and home again and no fuss."
Kelly bought a hackney licence and asked a local retired man to do the driving. Each trip costs €5, which goes to the driver, while Kelly picks up costs such as tax and insurance. The scheme started last December, but was so successful that he continued it after Christmas.
Most of those who use the service live in the surrounding area, and couldn't afford to pay the €25 or so it would cost to order a taxi from Athlone or Ballinasloe, nine and five miles away, respectively.
"The only drawback is that everyone wants to go home at the same time. People have to wait for the car to come back but I have to clear the place." Many customers drive in, leave their cars in the village overnight, and use Kelly's service or take lifts to get home.
Like many rural pubs, Millar's now only opens in the evenings. "People are coming later and later or going home earlier. They're not drinking during the day and it's quieter during the week. If you were to rely on the weekday trade you might as well close down," says Kelly.
He opened a restaurant and runs lotto nights and other functions to keep things going.
Not everyone is drinking less, as he can tell when clearing up the discarded vodka and wine bottles from the street.
"The young people are drinking a lot outside. Or people will tank up at home, come into the pub for a bit and then head into Athlone for the night. This isn't good."
