UK: Pubs reducing size of glassware see drop in beer and cider sales, study shows

Pubs that experimented with reducing the size of glassware saw a drop in beer and cider sales but an increase in wine revenue, according to a new study, The Drinks Business reported.

The findings from a recent study by Cambridge University showed that reducing the size of glassware from a pint would cut beer consumption but also boost wine sales.

The research looked at buying behaviour across 13 English pubs over a month when owners switched from serving pints to two-thirds of a pint. Despite beer and cider sales dropping by nearly 9.7%, the data showed there was an overall increase in wine sales by 7.2%.

The researchers went on to suggest that smaller measures for beer could potentially be an effective way to reduce alcohol consumption across Britain.

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.”

However, despite these claims, what the study does not take into account is that reducing beer drinking volume is not the same as reducing alcohol intake overall. Noted by the evidence that showed that the pubs saw an uptick in wine sales instead of beers and ciders, illustrating how the consumer may be reducing their glassware size, but still migrating to higher alcohol products.

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