Researchers from the University of Cambridge found that serving beer in two-thirds portions led to a decrease in consumption by almost 10%, as it effectively reduces the volume of alcohol consumed.
Lead researcher Professor Theresa Marteau mentioned, 'Alcohol harms health, increasing the risk of over 200 different diseases and injuries including bowel, breast and liver cancers.' This highlights the serious health implications of alcohol consumption, particularly its significant contribution to early death and disease.
The study revealed a potential trade-off for implementing this change, estimating a revenue drop of 9.6% for pubs if they replace pints with smaller servings.
The research advocates for alternative methods to manage alcohol consumption. Instead of increasing prices or implementing sales restrictions, simply changing the serving sizes may encourage moderation.
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