New Year's Eve not a rip off' says Yates

The trade has hit back at claims that pubs are becoming increasingly unpopular on New Year's Eve because they are seen as a "rip off and a hassle".

A recent survey by credit-card provider Mint estimated that, despite a total spend of nearly £4bn across Britain, eight in 10 people shunned the pub to avoid the frustration of high prices and transport problems.

"We can see significant apathy about New Year's Eve," said Mint head of communications Fay Hogg. "There seems to be a backlash against going out to bars and clubs and anything that feels like a rip off."

But Yates Group reported that sales were about the same as the year before across its estate. Chief executive Mark Jones did not dispute the findings of the survey but said that it completely depended on age and location.

Jones said: "If you want a family-orientated evening, you don't go to the pub. However, our customers tend to be younger."

He added that the two out of 10 drinkers from the findings could be 25-year-olds "who really enjoyed the bigger nights out".

Jones' comments were borne out in the survey that found the average spend by the 25-34 age group topped the table with an average of £133.

Although too soon for detail-ed analysis, early British Beer & Pub Association estimates reveal that an additional 4.5m pints a day were sold over the 12 days of Christmas.

Federation of Licensed Victuallers Association chief executive Tony Payne said pubs would always be popular at New Year's Eve as "the atmosphere is just not the same" compared to drinking at home.