Reducing the serving size for beer, lager, and cider has been shown to reduce the volume of those drinks consumed in pubs, bars, and restaurants, suggesting that it could be an effective alcohol control measure. A recent study published in the open-access journal PLOS Medicine on September 17 revealed that venues that replaced pints with two-thirds pints sold 10% less beer by volume during a short intervention period.

Led by Theresa Marteau and her team at the University of Cambridge, the study focused on the impact of serving smaller portions of alcoholic beverages on consumption patterns. By approaching establishments in England and requesting them to remove the pint serving size in favor of two-thirds pints for a four-week period, the researchers observed a significant reduction in the daily mean volume of beer, lager, and cider sold by 9.7%. Interestingly, there was a slight uptick in wine sales, particularly in one pub that contributed significantly to the increase in wine consumption.

While customers did not voice complaints about the change in serving sizes, less than 1% of the venues approached agreed to participate in the study. The intervention involved only 12 establishments, underscoring the need for further assessment on whether individuals compensated for reduced beer consumption by consuming other alcoholic beverages. Nonetheless, the findings suggest that incorporating smaller serving sizes into alcohol control policies could help curtail overall alcohol consumption, potentially reducing the risk of various diseases, including cancer.

The authors emphasized the importance of the study’s results, stating that removing the option of pints in licensed premises led to a reduction in beer sales, aligning with existing literature highlighting the impact of smaller serving sizes on drinking behavior. This novel approach could serve as a valuable strategy for reducing alcohol consumption and promoting population health.

For those interested in delving deeper into the study, additional information can be found in the publication titled “Impact on beer sales of removing the pint serving size: An A-B-A reversal trial in pubs, bars, and restaurants in England” by Mantzari E et al. published in PLOS Medicine in 2024. The DOI for the study is 10.1371/journal.pmed.1004442.

In conclusion, the study underscores the potential benefits of reducing serving sizes for alcoholic beverages in mitigating alcohol consumption. By implementing policies that promote smaller portions, public health initiatives can work towards reducing the harmful effects of excessive alcohol intake, ultimately benefiting the overall well-being of communities.