Pub owners urged to slash the size of 'pints' after trial of smaller servings saw no complaints

Expects from Cambridge have discovered that reducing the size of 'pints' led to a drop in pub sales of beer, lager and cider - but surprisingly increased revenue in a surprising way

If you thought your pint was safe from the dreaded 'shrinkflation', you might want to think again. A recent study by Cambridge University suggests that reducing the size of a 'pint' could not only cut beer consumption but also unexpectedly boost pub sales.

The research looked at buying behaviour across 13 English pubs over a month when owners sold 'pints' that were two-thirds of their usual size. Despite beer, lager and cider sales dropping by nearly 9.7%, there was an overall increase in wine sales by 7.2%.

Interestingly, the experts noted that customers didn't kick up a fuss about the smaller pints and highlighted that such measures could be an effective way to reduce alcohol consumption. This is particularly relevant given that alcohol-related harm is costing England a whopping £27.4 billion annually, as per 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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