A significant trend was observed whereby the introduction of smaller drink measures, specifically a two-thirds measure, led to a marked reduction in overall alcohol consumption across pubs in England. This shift away from the traditional imperial pint appears to have prompted patrons to moderate their drinking habits.
Patrons displayed a noticeable change in behavior when offered the option of a smaller two-thirds measure instead of the standard pint. The findings suggest that when faced with less alcohol per serving, customers are likely to consume less overall, hence proving a valuable strategy for promoting responsible drinking.
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