Cheers to that!
Fred, Bríd and Roísín Malzard inside their pub
Malzards is a fifth-generation, family business situated in a charming rural village called Stoneyford, just 15 kilometres from Kilkenny City. This pub has endeavoured to remain a traditional country pub for its local customers but also become a business that attracts a tourist trade for the benefit of the whole community. Through innovative offerings, Malzards has created experiences that have gained recognition both locally and nationally, establishing it as the top destination pub in rural Kilkenny.
Fred seems to see possibilities where others may see problems. He keeps pushing the business forward and has come up with many novel ideas to ensure people return to the pub time and again. A number of initiatives they have incorporated in recent years are a hurling experience, gigs in the garden, glamping pods, motorhome accommodation, a newly added Air BnB unit and now they are venturing into the world of civil wedding ceremonies. There’s certainly no shortage of work ethic in the Malzard household.
Build it and they will come
Despite all these new initiatives, the mainstay of the pub and the philosophy behind the business is to offer a community hub and create business for those in the locality too. Both locals and tourists are equally welcome. “The back door is as good as the front door,” he says referring to the fact that the customers from their adjoining motorhome park and their Air BnB businesses come in the back door, while the locals and busloads of tourists come through the front door.
“Rural isolation is a big problem,” explains Malzard. “In some areas people don’t talk to their neighbours anymore.” He wants the pub to be a social hub for their village and beyong, a place where people can come together and just talk. “I don’t even mind if they come in for a coffee or tea although they have to bring their own coffee as there is a coffee shop in the village so I made a decision not to put in a coffee machine. You don’t want to take all the custom in a village,” he says.
There is little to no public transport in the area so customers rely on people being designated drivers and the odd lift home from the pub staff.
Fifth generation
Live music is a big part of the experience when people visit Malzard’s pub
Fred grew up working in this bar and now his wife Bríd and three daughters Sophie, Aoibhinn and Roísín also work alongside him, with Roísín showing a real interest in taking over in the coming years. “My kids appreciate what it is to make a living,” he says. The family are pretty self-sufficient bar one additional member of staff – a barman called Gary Canavan, who they say is an integral part of the business.
Fred heaps praise on his wife Bríd in particular for helping transform the pub and the everyday running of the business. “She is the reason that this place works so well. She has a great eye and when we renovated the pub she was instrumental in transforming the place. Also when I had to go to Portugal to look after my Dad, she took over the pub for three weeks and ran it on her own.”
The place oozes character and has lots of nooks and crannies. It’s 150 years old but they have installed a new lounge, smoking area, and a pool room while maintaining the character of the original pub. The pub was originally called O’Gradys after Fred’s great grandmother who was born in the pub and married a Malzard, which is why both names are still above the door.
“Continuity is a big part of why we do it. We want to do our ancestors proud with everything we do here,” explains Fred.
“When my Dad was here, there was always a Sunday morning club – a group of 80 year old men who would come in to chat on a Sunday. If my Dad was away on holidays he would always call home on a Sunday morning to say to give the lads a drink. I do the same thing now.”
Innovation at every turn
Tourists learning to play hurling during a visit to Malzard’s pub
The introduction of civil wedding ceremonies and outdoor weddings is the next string to their bow. There is a property adjoining the pub which used to be the dancehall for the village and they’ve already hosted three weddings over the last few months. “We could fit 300 people standing and 190 seating banquet style,” he explains.
He believes that the pub couldn’t survive without these initiatives. “The problem with our industry is the rise in costs and the excise is crippling people. We need government support with the cost of the living wage and the auto-enrolment of the pension scheme. Even in the towns and cities people need initiatives to get people in the door. Small towns still need a good offering to get people in the door.”
Malzards doesn’t serve food but they work with caterers for the weddings they host and have done many food collaborations with local artisan producers to provide food like Irish stews and BBQs for busloads of tourists, and even a pig-on-a-spit for the second day of weddings.
Growth of the business
Gary didn’t always work in the business. He was in banking for over 20 years but around the time of the recession, in 2010, he moved back home and started working full-time in the pub. He had always helped out during his holidays and weekends but when his Dad got sick, he was able to take over the reins pretty easily.
His parents had made a great living from the pub but business was starting to dwindle in the early 2000s. “It’s like it was in most rural pubs with the drink-driving ban. I started to introduce music and entertainment to try to make it a destination venue and then I made contact with tour operators about bringing groups to hear about the history of the pub and the history of hurling. The guests would even get the chance to learn how to play hurling in a field out the back of the pub.” This business grew and the year before Covid hit they hosted 190 busloads of tourists in the pub. “We would have different offerings including lunch with entertainment and hurling and seanchaí sessions,” he explains.
However it was Covid that really transformed the business. When the pub was closed they started delivering pints to their customers and it grew weekly. “It started at 30 pints a week and quickly grew to 200. Then there was a call for something other than pints so we started also delivering cocktails too. Then when we opened again we realised the importance of the outdoor space. Covid made the business for us,” says Fred.
Award win
Overall Pub of the Year! Willie Aherne, chair, LVA, Roisín, Bríd, Fred and Aoibhinn Malzard and Garry Canavan of Malzards, Stoneyford, Kilkenny, John Clendennen, president, VFI (Picture Conor McCabe Photography)
Winning the Pub of the Year award is a huge deal for the family but also for the customers. “The people of the village have really embraced the business and were delighted with the Pub of the Year Award too,” says Frad. “We were always on the verge of winning and it felt right this year.”
In the 2019 Irish Pub Awards they won the tourism category and were nominated for Innovative Pub of the Year another year so they were definitely knocking on the door.
“We’ve put blood, sweat and tears into this business so it was very emotional to win and be there with my family. I’ve a seven year plan. I’m 55 and I hope to retire around 63 – seven years now to give it a shot and then I’ll work alongside Roísín for a while until she is comfortable. We want to remain at the heart of the local community.” Already thinking about next year, Fred says, “We are aiming for Best Outdoor Space at next year’s awards!”
