Beverley hair salon bids to sell alcoholic drinks to enhance 'atmosphere of indulgence and comfort'

Beverley's Max Nicholson Salon has applied for an alcohol licence (file photo)
Beverley's Max Nicholson Salon has applied for an alcohol licence (file photo) -Credit:Getty

A Beverley hair salon has lodged a bid to sell alcohol to its clients as part of its bid to provide "an atmosphere of indulgence and comfort".

The Max Nicholson Salon, in Beverley's North Bar Within, has lodged a licensing application with East Riding Council to create areas where patrons can consume alcoholic drinks. The application stated that the serving of drinks aimed to enhance the ambience the business is seeking to cultivate for clients.

Max Nicholson's application follows other alcohol licence bids for salons and barbers in the East Riding in recent years as businesses in the industry look to complement their main offering. Driffield's Legends & Rebels barbershop applied for a licence in 2022, in part to increase takings to deal with rocketing energy bills and inflation at the time.


Max Nicholson stated its bid to sell alcohol would complement services already on offer there in an area of Beverley known for its boutique shops. The salon added in its application that it wanted to promote the responsible enjoyment of alcohol to its discerning clientele while maintaining a safe environment for all patrons.

The application stated: "Max Nicholson Salon is a distinguished luxury hair salon nestled in the heart of Beverley. Upon entering Max Nicholson, guests are greeted by a serene ambience exuding luxury and refinement with chic furnishings, soft lighting and tasteful décor elements that create an atmosphere of indulgence and comfort.

"In addition to offering on-premises consumption of alcoholic beverages, Max Nicholson intends to provide off-supplies of alcohol for clients to enjoy in designated areas within the salon. These areas will be situated in a secluded yet accessible section of the premises, ensuring privacy and convenience for patrons who wish to partake in off-supply consumption."

The application stated the salon's trained staff members would monitor alcohol consumption and intervene if necessary to make sure the atmosphere remains peaceful. It added they would also work to minimise any potential disturbances to its neighbours.

Max Nicholson has applied to sell alcohol from 1pm to 6.30pm Monday to Thursday and until 11pm on Friday and Saturday. The salon's opening hours are 9am until 6.30pm, Monday to Wednesday and on Friday, until 7.30pm on Thursday and from 7am to 5pm on Saturday.

It is closed on Sundays. Max Nicholson's alcohol licence application follows others recently lodged by businesses in Beverley.

East Riding councillors recently granted a licence for Garnish, in the former Browns greengrocers in Wednesday Market. An application from Masterchef winner Eddie Scott for an alcohol licence for his new French and Indian fusion restaurant L'Opaline Bistrot, in Highgate, was approved in February.