Ozone on tap at UK pubs
LONDON: Artificial scents will be pumped into British pubs to mask the smell of stale beer, sweat and other odours previously camouflaged by cigarette smoke, The Sunday Times has reported.
Mitchells and Butlers, which runs about 2,000 pubs across Britain, is testing leather, freshly cut grass and ocean breeze fragrance in its premises since a ban on smoking in enclosed public space began in England on July 1.
“Appetising food smells have increased but others are less attractive, such as stale food and beer, damp, sweat and body odour, drains and — how do you put this nicely? — flatulence,” Oliver Devine was quoted as saying.
Devine, senior marketing manager at M&B offshoot the Sizzling Pub Company, added: “We are considering trialling the smell of leather, which suggests luxury and indulgence, and cut grass, which is clean and domestic.”
The newspaper said an “ozonic” fragrance mimicking the smell of sea breeze has been tried out in four M&B pubs in Edinburgh and Glasgow, where a smoking ban was introduced in March 2006.
A nightclub chain has already started pumping scent onto dance floors, which are also covered by the ban.
In Australia, luxury hotel brand Sofitel has ‘sniffed’ out the final frontier in ambient experiences for its guests, introducing a series of signature scents designed to motivate, uplift and increase memory – from the boardroom to the bedroom.
Andrew Loader, national director of sales and marketing for Sofitel Hotels and Resorts in Australia, says fragrances will be incorporated into each five-star Sofitel space and environ across the country “to better create a sanctuary for the senses”.
Ian Jarrett
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