Virgins prepare to hit the pub

The stereotype of the pub regular is to under go a transformation after the smoking ban, according to research published today.

A survey conducted by Greene King reveals that Britain's pubs are set to see an influx of new faces, with upmarket, married, female forty-somethings the group most likely to be seen newly propping up the bar.

The ban could see pub culture in Britain take on a whole new identity. Greene King will welcome this new breed of pub virgins.​Greene King's David Elliott

Greene King's research found that over a third (36%) of women between the ages of 45 and 54 currently avoid pubs because of their smoky atmosphere.

However, more than half (54%) plan to visit pubs once the ban is in effect, with 8 in 10 women surveyed saying the ban will make pubs a much more appealing place to socialise.

The research also showed that pubs are also set to welcome a new generation of families, with 1 in 3 (31%) young parents who would previously have avoided taking their children to pubs for a family meal, planning to visit as a family following the ban.

However, among the younger generation without children, the ban is likely to have the opposite effect on some pub-goers, with 16% of 18-24 year olds saying they are less likely to visit following the ban.

Greene King's David Elliott said: "While the younger generation and male population currently make up a large proportion of Brits visiting pubs to drink, the introduction of the smoking ban looks set to entice a new wave of female customers into pubs across England, with professional women and young families now keen to visit smoke-free pubs to socialise, eat and drink.​

"The ban could see pub culture in Britain take on a whole new identity."

Further findings of the research include:Almost half (46%) of Britons surveyed say they will be more likely to visit pubs following the smoking ban, while 69% believe that pubs will be a better place to eat, drink and socialise.1 in 2 (48%) smoking pub-goers believe the ban will help them to kick the habit

Elliott: "Greene King will welcome this new breed of pub virgins but we are also committed to looking after those who do smoke which is why 95% of our pubs have outside areas where people will still be able to smoke. There is no doubt the landscape of pubs and pub-goers will change in England and our job is to welcome a new breed of pub-goer while at the same time ensuring our regulars stay regular."​

The research was undertaken by NOP between 26th-28th January. Telephone interviews were conducted among a nationally representative sample of 965 adults.