Pub insurance holders could find that playing music helps them to become more profitable, it has been suggested.

Research carried out by business resource MusicWorks found that around one in three drinkers would pay five per cent more for a tipple if music is being played in the bar, which may benefit pub insurance customers.

In addition, the poll found that 91 per cent of people like a pub insurance holder to play music, while 84 per cent revealed that it would encourage them to visit the establishment more often.

Worryingly, two-thirds of drinkers said they would find a new haunt if their regular pub stopped playing music, with 62 per cent claiming that stopping songs would damage the atmosphere.

A MusicWorks spokesperson said: "Bringing in drinkers is critical to any pub and in these difficult times, retaining the regulars is even more important."

Earlier this week, Neil Williams, spokesperson for the British Beer and Pub Association, claimed that pubs are constantly evolving to meet the needs of their customers.

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