And we've got a name for it. We call it Be Yourself.

When we decided to face up to the challenges in the industry, we took
a long look in the mirror. The way forward was staring right back.

It comes down to knowing where you've come from and where you're going.
J.W. Lees is best when it keeps it real. No fuss, no flannel, no big
mission statements. We're a Northern Brewery.

That's why every aspect of our business, the people, the pubs, the beer
the food, will measure up to our be yourself standard.

We want great places for people to work in and play out. Places where
people find excitement but are comfortable too.

Former Lord Mayors of Manchester, Noel and Liam Gallagher, of classical
quartet Oasis (who's doing the research here?) made the point in a ditty
called Supersonic: "You've gotta be yourself, you can't be no-one else."

Spot on, fellas, spot on.