With a poor economy, a wet summer and an increasing number of customers going to the supermarket to buy beer, 2012 was a struggle for plenty of pubs. However, Fuller, Smith & Turner decided to use this period for growth. They targeted key areas including London and wealthy suburbs in Britain where people’s purses have been less affected by the recession. This did come at a premium for Fuller’s for example buying sites in Bath for a total of £7.5m. However, the investment has paid off and their shares are up by 15%. With a focus on food, quality coffee and reputable beers Fuller’s reputation has been boosted within the industry.