Discount supermarket Lidl has opened its first-ever pub aptly called The Middle Ale. 

With its walls filled to the brim with Lidl-branded goods and a paint scheme of red, yellow and blue, it could not be clearer who owns the newest pub in Dundonald, Northern Ireland, which opened to punters today.

The £500,000 'world-first' pub will offer customers a truly one-of-a-kind experience with the pub directly connected to the supermarket with a door into the pub and an adjacent entrance to an off-license.

Inside, there are recognisable beers on tap, including Guinness and Estrella, as well as a selection of Lidl's award-winning wines and its own-brand spirits.

While no hot food will be served at the premises, a selection of flavoured crisps from Lidl's own-brand range is available for snacking.

The Middle Ale - named after Lidl's famous middle aisle - has enough room for 60 pub-goers as well as two toilets. 

Opening a pub inside a supermarket could sound like a genius marketing gimmick from Lidl but the conception of The Middle Ale came about in response to Northern Ireland's licencing laws.

Supermarkets in the country have two hurdles they must overcome before they can sell alcohol.

They must buy a license which has been 'surrendered' by another business in the area, such as a pub which is closing.

The 'surrender principle' acts as a strict cap on the number of premises which can sell alcohol.

And then, the supermarket must pass the 'inadequacy' test - this is to demonstrate that the number of existing licensed premises in an area are inadequate to meet the needs of the public.

Lidl failed the inadequacy test but it did pass the test for a pub as two bars near to the supermarket have closed in recent years.

It then faced a tough battle to open the pub. In January 2025, Lidl faced an objection from Philip Russell Ltd, which runs several off-licences across Northern Ireland – but judge Mr Justice Colton has now rejected the complaint.

In the challenge, Belfast-based Philip Russell said Lidl failed to demonstrate there were not already shops or pubs in the area that were already selling alcohol.

Philip Russell claimed Lidl was also trying to get round Northern Ireland's tough alcohol licencing laws by branding the location as a pub and an off-licence.  

But in court, the supermarket was able to successfully argue that although there were enough off-licences in Dundonald the area lacks pubs. 

This allowed Lidl to use its license to open a pub and sell alcohol to take away. 

Speaking at the opening, Gordon Cruikshanks, Regional Managing Director for Lidl Northern Ireland, said: 'Today marks an important milestone as we open our first-ever public house and begin welcoming customers to The Middle Ale. 

'We're thrilled to finally bring the Dundonald community access to our full range of high quality, premium beers, wines and spirits for the first time in more than two decades.

'We recognise that there has been a great deal of local interest and anticipation around this project, which is why we have taken a measured and responsible approach to its opening, ensuring it complements the local area and provides a high-quality hospitality experience for existing Lidl customers, visitors and residents alike.

'The feedback from customers so far has been extremely positive and we're thrilled to toast the Dundonald community today and celebrate bringing our full range to local shoppers, as well as a much-needed community space to serve the thriving town.'