Researchers from the University of Cambridge have reported that removing pint glasses from pubs could decrease beer consumption by nearly 10%.
The research, led by Professor Dame Theresa Marteau, explored how glass size influences drinking behavior. By replacing pint glasses with smaller ones, the team observed a significant reduction in alcohol sales, which could have lasting implications for the hospitality industry.
Speaking about the findings, Professor Marteau explained:
“We found that changing the size of glass in which beer is served reduces consumption, with a nearly 10% decrease when pint glasses were replaced with smaller glasses.”
Her statement highlights the important role that subtle environmental changes, like smaller servings, can play in shaping consumer behavior.
Professor Marteau and team wrote about their study and findings in the peer-reviewed, academic journal PLOS Medicine (citation below).
Influence of Glass Size on Drinking Habits
The study found that larger glasses, such as pint glasses, encourage people to drink more, as each sip contains a higher volume of liquid.
When smaller glasses were introduced, customers drank less without consciously making an effort to reduce their consumption.
This difference, although seemingly minor, has a noticeable effect on how much alcohol is consumed over time.
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Implications for the Hospitality Industry
For pubs and restaurants, these findings offer new insights into how consumer behavior can be influenced by simple changes.
Businesses aiming to promote responsible drinking may find that switching to smaller glass sizes could help reduce excessive consumption. However, for establishments that depend on alcohol sales for revenue, this shift might lead to lower profits.
Professor Marteau’s research suggests that such decisions require a balance between encouraging healthier drinking habits and maintaining business viability.
Broader Impact and Discussion
The study also opens up important discussions about the role of the hospitality industry in promoting public health.
Professor Marteau explained:
“Reducing the size of glasses is one strategy among many that can help tackle excessive alcohol consumption, which is linked to several health risks.”
While some businesses may be concerned about the potential impact on sales, the research shows that even small changes can lead to healthier consumption patterns.
The challenge for pub owners and managers will be to find the right balance between promoting responsible drinking and preserving profitability.
Dangers of Excessive Alcohol Consumption
Excessive alcohol use is associated with a range of serious health problems, including liver disease, heart disease, and several types of cancer.
According to the World Health Organization, more than 3 million deaths each year are directly linked to harmful alcohol consumption, which represents about 5% of all global deaths.
In addition to physical health risks, excessive drinking can lead to mental health disorders such as depression and anxiety, as well as increasing the risk of injuries, accidents, and violence.
The harmful use of alcohol is also a significant contributor to the global burden of disease, with young people aged 20 to 39 accounting for around 13% of alcohol-attributable deaths.
Conclusion
The study underscores the significant effect that glass size can have on drinking habits. As businesses consider how best to address public health concerns, these findings provide valuable insights into how simple changes can have far-reaching effects.
Citation
Mantzari E, Hollands GJ, Law M, Couturier DL, Marteau TM. Impact on beer sales of removing the pint serving size: An A-B-A reversal trial in pubs, bars, and restaurants in England. PLOS Medicine. 2024;17(9). https://doi.org/10.1371/journal.pmed.1004442