Pubs 'need to attract older drinkers'

Pubs need to make themselves more attractive to older drinkers, a new report has said.

The report by consumer markets researchers Mintel projects that 43% of the UK population will be 45 and over by 2013 and said that more needs to be done to cater for this demographic.

"The on-trade needs to consider how it positions itself to be more attractive to older users," the report said, as quoted by the Publican. "The general trend over the past 5-10 years has been to modernise to attract the younger drinkers – it is time the same thought and effort was made for older drinkers."

To attract older drinkers, Mintel suggested that pubs focus on new product development, sustaining interest in established sectors and rejuvenating product lines.

The report also said that pubs will need to cater for the 11% increase in the number of 25 to 34-year-olds by 2013.

"With younger people more likely to go out and experiment with different drinks, this presents an opportunity for drinks suppliers to build brand loyalty among the next generation of drinkers," it said.

Earlier this week, the latest 'beer barometer' showed that pub beer sales were down by 8.1%.