Alcohol consumption is the fifth largest contributor to premature death and disease worldwide. In 2016 it was estimated to have caused approximately 3 million deaths worldwide.
Professor Dame Theresa Marteau and colleagues at the Behaviour and Health Research Unit have shown previously that serving wine in smaller glasses is associated with a decrease in sales.
"While we may all enjoy a drink, the less we drink the better our health" Theresa Marteau
To see if this effect was seen with other alcoholic drinks, they approached venues in England and asked them to remove the pint serving size and instead offer two-thirds as the largest option for four weeks, with four-week non-intervention periods before and after as a comparison.
In a study published in PLOS Medicine, the team found that removing the pint reduced the daily mean volume of beer, lager and cider sold by 9.7%, although there was a slight increase in the amount of wine purchased, with one pub contributing to half of the increase of wine sales. They report that although customers did not complain, fewer than 1% of venues approached agreed to participate and the intervention involved only 12 establishments.
Professor Marteau said: “Alcohol harms our health, increasing the risk of injury and many diseases including heart disease, bowel, breast and liver cancers. While we may all enjoy a drink, the less we drink the better our health.
“As we’ve shown is the case with wine, removing the largest serving size for beer, lager and cider – in this case, the pint – could encourage people to drink less. This could be beneficial both to the nation’s health and the health of individuals.”
Further assessment is needed, particularly into whether people fully compensated for reduced beer consumption by drinking other alcoholic drinks, 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.
Reference
Mantzari, E et al. Impact on beer sales of removing the pint serving size: An A-B-A reversal trial in pubs, bars, and restaurants in England. PLOS Medicine; 17 Sept 2024; DOI: 10.1371/journal.pmed.1004442
Adapted from a press release by PLOS Medicine.
Image: coldsnowstorm, Getty Images Via Canva
Reproduced courtesy of the University of Cambridge.
