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Diageo on the hunt for perfect pub atmosphere

Published:  19 August, 2008

Diageo has commissioned a UK wide survey to find out what defines the perfect atmosphere in bars, pubs and clubs.

Diageo has commissioned a UK wide survey to find out what defines the perfect atmosphere in bars, pubs and clubs.

The survey, commissioned for its Smirnoff brand and compiled by research company MindLab International, looks at factors including the quality of drinks on offer, lighting levels, music volume, temperature and the level of entertainment on offer. More than 1300 men and women aged between 18 and 25 will be surveyed.

Smirnoff vodka marketing manager Chris Lock said: "There are a number of factors which lead to a great atmosphere and this study indicates it's not just the volume of music or the type of crowd that is key.

"Other factors such as going with a group of friends, great drinks and original entertainment also influence atmosphere. Going to a concert, festival, or a club night with friends could guarantee a great vibe, whereas going somewhere with someone you hardly know might be less enjoyable."

Dr David Lewis, director of neuroscience at MindLab International added: "The formula takes into account factors that affect both physical responses, such as the volume at which music is played or the temperature of the venue, but also psychological ones, for example the familiarity or novelty of the surroundings and who else is present."

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