Cambridge Study Suggests Smaller Beer Serving Sizes Could Improve Public Health
New research shows potential for reduced alcohol consumption in pubs and restaurants by limiting serving sizes.
A new study conducted by researchers at the University of Cambridge has found that reducing the serving sizes of beer, lager, and cider could lead to significant reductions in alcohol consumption in pubs, bars, and restaurants. The findings suggest that this approach could bring wider public health benefits, as alcohol consumption is one of the leading contributors to premature death and disease worldwide.
Alcohol-related health issues are a major global concern, with the World Health Organization estimating that in 2016 alone, alcohol caused approximately 3 million deaths worldwide. It is also considered the fifth largest contributor to early death and disease.
Professor Dame Theresa Marteau and her colleagues at the Behaviour and Health Research Unit have previously shown that offering smaller wine glasses is linked to a decrease in wine sales. To determine whether the same effect could be applied to other alcoholic beverages, the team conducted a new experiment in venues across England. For four weeks, they asked establishments to remove the option of a pint and offer two-thirds of a pint as the largest available serving size. This intervention was followed by a non-intervention period both before and after for comparison.
Published in PLOS Medicine, the study revealed that removing the pint option resulted in a 9.7% reduction in the daily mean volume of beer, lager, and cider sold. However, a slight increase in wine sales was observed, primarily driven by one pub, which accounted for half of the increase. Despite the change, customers did not complain about the smaller serving sizes. The study, however, faced challenges in recruitment, with fewer than 1% of the venues approached agreeing to participate, resulting in only 12 establishments taking part.
Professor Marteau highlighted the potential impact of reducing serving sizes on public health, noting, “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 for our health.“
The researchers believe that this intervention could form part of future alcohol control policies, although more assessment is required. In particular, there is a need to examine whether people compensate for reduced beer consumption by increasing their intake of other alcoholic drinks. Nonetheless, Marteau stressed that smaller serving sizes could contribute to lowering alcohol consumption across populations, thereby reducing the risk of seven different types of cancer and other alcohol-related diseases.
The study underscores the importance of innovative approaches to controlling alcohol consumption, particularly in public spaces where large servings are common. If adopted more widely, such measures could help reduce the global burden of alcohol-related harm.
