The Rise of Luxury Barbecues in the UK

The Emergence of Luxury Barbecues

The British barbecue has historically been a humble affair, often associated with burnt sausages and undercooked chicken. However, a new trend is emerging, with luxury barbecues becoming increasingly popular in the UK. These high-end models, often priced over £1,000, offer advanced features and are changing the way Brits approach outdoor cooking.

High-End Barbecue Options

The market for luxury barbecues extends far beyond traditional ceramic egg-shaped grills. Brands like Bertha offer Tardis-like freestanding outdoor coal ovens in aubergine purple and racing green for £4,500. Kamado Joe's Series III charcoal barbecue, which includes a protective cover, a bag of charcoal, and a pack of fire starters, costs £2,000. The 'Konnected Joe' iteration comes with in-built wifi, while the OFYR wood-fired outdoor unit (£1,295) doubles as a fire pit.

Market Growth and Consumer Trends

John Lewis reports a 100% increase in sales of its premium barbecue range over the past 12 months, while Weber, the company behind the classic UFO-style barbecue, has noticed an increase in demand for its premium models. According to Alexandra Hayes, co-founder of the food consultancy Harris and Hayes, the premium trend emerged during Covid when there were restrictions on eating out. Consumers still wanted to create new and special food and drink experiences.

The Evolution of the British Barbecue

For Melanie Brown, the chef-restaurateur of The Laundry in Brixton, who also hosts off-grid nights in the countryside where she cooks over Big Green Eggs or an OFYR, the very idea of the British barbecue has changed. 'There's been a massive shift in the interpretation of barbecue,' she says. 'It's no longer burning the shit out of something, it's turned from charring to gastronomy.'

The Future of Outdoor Cooking

Beyond the cooking, there's 'definitely the statement value' to these top-notch barbecues, says Hayes. 'Handbags are a classic status symbol, but as more people value experiences over things, it's understandable that these types of tools and gadgets are increasingly in hot demand.' With the UK experiencing hotter and longer summers, it's no longer remarkable to spend more than £1,000 on a barbecue.