Introducing a modern British tavern.
The James Atherton is a celebration of the resort’s founder and a nod to those grassroots workers and Northern day trippers who came to New Brighton during the 19th and 20th centuries, and welcomes the local community, tourists, walkers, (and accompanying dogs), as well as cyclists passing through and sports clubs.
Working closely with pub owners Punch Taverns, Rockpoint rebranded the site, bringing a fresh new concept to market.
The ‘J.A.’ is designed to appeal to both the local community, tourists and visitors the town. With two other pubs trading with the vicinity, Rockpoint have been mindful with the positioning and offer of their own pub not to cannibalise existing businesses and to create a strong commercial network.
Simple, traditional, warm and welcoming
‘The JA’ is redolent of an age where there was a pub on every corner, and which offers great beers, craft and cask ales, accompanied by quality bar food, in an environment devoid of pretension.
The pub is also home to a permanent collection of photographs of New Brighton, from the archive of digital heritage specialist Richard Jackson, and adds a cultural draw to the pub’s offer.