Pint size should be slashed to reduce alcohol consumption, study suggests

The research analysed purchasing behaviour across 13 English pubs when owners sold 'pints' two-thirds of their normal size over the course of one month

A new study from Cambridge University has suggested that the traditional 'pint' should be downsized to help reduce beer consumption and surprisingly, increase pub sales. The research observed customer behaviour in 13 English pubs where 'pints' were sold at two-thirds of their usual size for a month.

The results showed a significant drop in beer, lager, and cider sales by nearly 9.7%. At the same time, a 7.2% rise in wine sales was recorded.

Believe it or not, customers reportedly did not raise any objections either, and experts believe such measures are effective in cutting down alcohol intake. This is particularly relevant as alcohol-related harm is costing NHS Scotland around £3.6billion annually, as reported by Alcohol Focus Scotland.

Professor Theresa Marteau, Director of the Behaviour and Health Research Unit at the University of Cambridge, explained: "Removing the offer of pints in 13 licensed premises for four weeks reduced the volume of beer sold. This is in keeping with the emerging literature showing that smaller serving sizes help us drink less and presents a novel way of reducing alcohol consumption and improving population health.

"Reducing alcohol consumption is a global public health priority." However, Professor Marteau acknowledged that further research is required to see whether "people fully compensated for reduced beer consumption by drinking other alcoholic drinks". According to a Mirror report, she went on: "But the intervention merits consideration for inclusion in alcohol control policies.

"Smaller serving sizes could contribute towards reducing alcohol consumption across populations and thereby decrease the risk of seven cancers and other diseases."

NHS advice recommends both men and women limit their alcohol intake to no more than 14 units per week. It adds: "If you drink as much as 14 units a week, it's best to spread this evenly over three or more days. If you're trying to reduce the amount of alcohol you drink, it's a good idea to have several alcohol-free days each week.

"If you're pregnant or trying to become pregnant, the safest approach is to not drink alcohol at all to keep risks to your baby to a minimum."

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