Sipping Smarter: How Removing Large Wine Glasses Reduces Alcohol Consumption

In a world where alcohol consumption is a leading contributor to premature death and disease, a recent study spearheaded by Professor Dame Theresa Marteau offers a glimmer of hope. The research, which has garnered significant attention, reveals a simple yet effective strategy to encourage responsible drinking: remove the largest wine glass size from pubs and bars. This seemingly minor change led to a notable decrease in wine sales by just under 8%, a statistic that could have profound implications for public health.

Alcohol’s impact on global health is staggering. In 2016 alone, it was responsible for approximately 3 million deaths worldwide. With such dire consequences, researchers like Professor Marteau and Dr. Eleni Mantzari from the University of Cambridge are exploring innovative ways to curb excessive drinking. Their study, funded by Wellcome, involved 20 premises over a four-week period, during which the largest serving of wine by the glass, typically 250ml, was not sold. The results were telling: an average decrease of 420 ml of wine sold per day per venue, equating to a 7.6% reduction.

Dr. Mantzari’s observations shed light on the behavioral patterns behind this decrease. She noted, “It looks like when the largest serving size of wine by the glass was unavailable, people shifted towards the smaller options, but didn’t then drink the equivalent amount of wine.” This suggests that people tend to stick to a set number of ‘units’ or glasses, regardless of the size, ultimately consuming less when the portion is smaller.

The study’s findings are particularly compelling as they demonstrate that the reduction in wine sales did not lead to an increase in the consumption of other alcoholic beverages like beer or cider. Moreover, the participating venues did not experience a drop in their total daily revenue, making the intervention a win-win for both public health and business.

Professor Marteau, recognized as one of the top female scientists globally, emphasizes the significance of these findings. “Although the reduction in the amount of wine sold at each premise was relatively small, even a small reduction could make a meaningful contribution to population health,” she stated. The study, published in PLOS Medicine, also highlights that while the alcohol industry may resist such a policy due to potential sales impacts, public support could be swayed by the effectiveness and clear communication of the benefits.

The implications of this research extend beyond the walls of pubs and bars. It suggests a broader application of portion control as a means to address overconsumption and its associated health risks. As society grapples with the challenges of excessive drinking, this study offers a tangible solution that could reshape drinking habits and, in turn, improve public health outcomes.

A study also found that most customers at venues in England, mainly in London, were happy with smaller wine glasses. Few complaints, usually from those over 50. No significant backlash. People tend to choose a medium glass over buying a bottle. The World Health Organization warns of the health risks of regular or heavy drinking, causing three million deaths yearly. The UK advises against regularly exceeding 14 units of alcohol per week. Promoting guidelines in England through online channels and on alcoholic drinks labels.

The study by Professor Marteau and her team presents a compelling case for rethinking how alcohol is served. By focusing on portion sizes, we can make a significant dent in the global health burden of alcohol consumption. It’s a reminder that sometimes, the smallest changes can have the biggest impact on our well-being.