The Cask Report 2013-14, published to coincide with Cask Ale Week in early October, indicates at how pubs that offer a good range of cask ales may be better positioned to invest in upgrades like pub furniture - shaking off the stereotypical image of ale as being 'an old man's drink'.
In the latest instalment of the Cask Report, it is revealed that cask ale now outsells other draught ales, accounting for 55% of the total ale market and roughly one in every six pints of beer poured in on-trade establishments.
Significantly, the report notes that the popularity of cask ale is helping it to penetrate new demographics, stating: "Cask ale has outgrown its traditional base and is now a drink for men and women of all ages. Most cask ale publicans believe cask is bringing more women and younger drinkers into their pubs."
One in five cask ale drinkers are under the age of 35 - broadly similar to the proportion of beer drinkers as a whole - and 58% of those who drink cask ale at present tried it before the age of 25; of the 69% of men and 34% of women who have ever tried cask ale, more than four fifths say they continue to drink it at least some of the time.
All of this is helping establishments that stock cask ale to attract a broader variety of customers, including bringing more young people in as customers - 63% agreed that cask ale is attracting younger customers, and 61% agreed that more women are drinking it.
There could be little better proof that the beverage is shaking off the shackles of the 'old man' image, and while pubs will not want to alienate their long-term regulars, adding some pub furniture that's friendlier for the younger demographic could help to capitalise on the trend.
Hang on to - or even upgrade - existing traditional wooden pub furniture like poseur tables and bar stools, which help to retain the character of traditional locals throughout the UK, but consider adding areas of seating that compete with coffee shops in terms of comfort level, perhaps including a plush leather sofa and chairs, to make sure your venue keeps pace with the furnishings younger customers will be seeing elsewhere.