Pub owners urged to slash size of 'pints' after no complaints in 13-week trial
Cambridge scientists found that slashing the size of 'pints' triggered a plummet in pub sales of beer, lager and cider - but boosted income in an unexpected way
by Lauren Haughey, Stephen Beech · The MirrorThought pints were safe from 'shrinkflation'? Think again. A new Cambridge University study suggests that reducing 'pint' size may be the way forward, as it not only slashes beer consumption but boosts pub sales by in an unexpected way.
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. Although the amount of beer, lager and cider sold plummeted by almost 9.7%, owners saw an overall 7.2% surge in the sale of wine.
Remarkably, experts also said that customers did not complain, while emphasising that measures like this are a great way to reduce alcohol consumption. This comes at a time when alcohol-related harm is costing England a staggering £27.4 billion every year, according to the Institute of Alcohol Studies.
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." Despite this, Professor Marteau acknowledged that further research is required to see whether "people fully compensated for reduced beer consumption by drinking other alcoholic drinks". 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 urges men and women to drink no more than 14 units of alcohol on a weekly basis. 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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