The research analysed purchasing behaviour across 13 English pubs when owners sold 'pints' two-thirds of their normal size over the course of one month
A new study from Cambridge University has suggested that the traditional 'pint' should be downsized to help reduce beer consumption and surprisingly, increase pub sales. The research observed customer behaviour in 13 English pubs where 'pints' were sold at two-thirds of their usual size for a month.
Believe it or not, customers reportedly did not raise any objections either, and experts believe such measures are effective in cutting down alcohol intake. This is particularly relevant as alcohol-related harm is costing NHS Scotland around £3.6billion annually, as reported by Alcohol Focus Scotland.
"Reducing alcohol consumption is a global public health priority." However, Professor Marteau acknowledged that further research is required to see whether "people fully compensated for reduced beer consumption by drinking other alcoholic drinks". According to a Mirror report, she went on: "But the intervention merits consideration for inclusion in alcohol control policies.
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