Pub owners could cut size of 'pints' after trial of smaller servings boosts servings
dailyrecord.co.ukIf you thought your pint was safe from the dreaded 'shrinkflation', think again. A recent study by the University of Cambridge suggests that reducing the size of a 'pint' could not only cut beer consumption but also unexpectedly boost pub sales.The research analysed 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, according to the Institute of Alcohol Studies.Professor Theresa Marteau, Director of the Behaviour and Health Research Unit at the University of Cambridge, said: "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.
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