Italian beer brand Poretti is calling on UK consumers to break out of their daily grind and explore their creative bent, with a new initiative designed to replace passive screen time with real-world craftsmanship.
The Uncommon Inn is a series of pop-up pub takeovers in London and Manchester, where guests can enjoy hands-on maker demonstrations, from chainstitch embroiderers to live engravers and musicians, with a complimentary pint of premium Italian lager to boot.
The scheme has been inspired by a new Poretti study which reveals that Brits have become so set in stone that over six in 10 adults (61%) admit to living their lives on autopilot, seemingly too tired and skint to do anything about it.
Despite over half (55%) stating they feel most like themselves when engaging in hands-on activities, just under half (49%) struggle to break away from their usual habits, leaving them craving physical craft and authentic connection. In fact, a quarter (25%) have not even attempted a new creative pursuit in five years or more.
It is also clear that Brits are feeling a squeeze on their free time, with the average adult getting just 90 minutes of genuine “me time” each day. However, rather than using this window to recharge creatively, over half spend it watching TV (58%) and over a third spend it scrolling through social media (35%).
When it comes to what is preventing people from trying new things, exhaustion (24%) and financial constraints (19%) came out on top as the primary barriers.
This creative drought is taking a heavy toll on social lives as well. Four in ten adults (40%) feel they do not spend enough quality time trying new experiences with friends and family, while 45% admit catch-ups have dwindled into predictable status updates. An overwhelming 84% feel their conversations with loved ones have fallen into a familiar loop, covering the exact same topics every time they meet.
To inspire Brits to break out of routine, Poretti is launching The Uncommon Inn, a series of pop-up pub takeovers in London and Manchester. Designed to replace passive screen time with real-world craftsmanship, guests can enjoy hands-on maker demonstrations alongside a welcome complimentary pint of premium Italian lager.
Visitors will experience live custom creations from a curated collective of artisans, including chainstitch embroidery; live music sampling; 3D body-casting; glass etching; and sustainable craft.
Poretti senior brand manager Caitlin Maley said: “Modern life moves at an overwhelming pace, and it’s all too easy to fall into autopilot mode where routine replaces curiosity. We believe in celebrating intentional craft, rare skills, and authentic human connection – values that are at the core of our brewing heritage.
“We created The Uncommon Inn to turn an ordinary pub visit into an inspiring journey. By bringing together our Masters of Crafts, we’re inviting pubgoers to slow down, pick up a new skill, and enjoy a pint crafted with genuine passion.”
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