A study conducted by the University of Cambridge suggests that decreased volume of beer mugs may have a positive impact on public health, despite customer resistance.
An investigation by Cambridge University analyzed the impact of reducing beer portions in 12 pubs in the UK. The study, which took place over three months, showed that serving beer in smaller glasses can significantly decrease total consumption, with potential benefits to the health of the population.
Researchers have assumed that consumers tend to think in terms of portions (“a liter of beer”, “a slice of cake”) instead of evaluating the exact amounts in centiliters or grams. To test this theory, the participating establishments served the usual amounts of beer during the first month. In the second, they reduced portions to two thirds the original size. In the third and last month, they returned to the traditional format.
The results were conclusive: the total amount of beer consumed per day decreased by 9.7% during the period when reduced portions were served. Theresa Marteau, the main author of the study, considers that the measure has “great potential” to improve public health as it reduces excessive alcohol consumption almost imperceptibly for customers. “Do you have the potential to help improve the health of the population? I would definitely say yes, ”he told the newspaper.
Despite the promising data, the idea was not well received by all. Journalist Elle Hunt recently published a column in Guardian, appealing to the permanent adoption of smaller glasses, citing benefits not only for health, but also for the physical comfort of consumers. However, many British expressed discontent on social networks. Geoff Norcott, comedian, commented on (former Twitter): “I was never so close to making a demonstration before a newspaper.”
The controversy demonstrates how public health issues can generate lit debates when they confront deeply rooted cultural practices, such as beer consumption in the UK.
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