A study recently published in Addiction on March 21 indicates that making alcohol-free beer more accessible in pubs and bars could lead to a shift in consumer behavior towards non-alcoholic options. Conducted by researchers from the University of Bristol in collaboration with Bristol City Council (BCC), the study demonstrated a notable uptick in sales of non-alcoholic draught beer across participating establishments.
The University’s Tobacco and Alcohol Research Group (TARG) collaborated with 14 pubs and bars in Bristol, which agreed to adjust their draught beer offerings for a specified period. Previous research conducted by the same group suggested that increasing the availability of alcohol-free options might sway consumers towards choosing non-alcoholic drinks over alcoholic ones.
During the study, these establishments alternated between serving only alcoholic beer and offering both alcoholic and alcohol-free options on draught for two-week intervals, repeated twice over an eight-week period. The sequence was randomized, and researchers meticulously tracked the sales of both alcoholic and alcohol-free beer, as well as total monetary takings, during each phase.
The results revealed that during periods when alcohol-free options were available, the pubs and bars sold an average of 29 liters less of alcoholic beer per week, equivalent to a five percent reduction in sales or 51 pints. However, this reduction was offset by a corresponding increase in sales of alcohol-free beer, indicating a substitution effect. Importantly, there was no discernible impact on overall monetary takings, suggesting that the change did not negatively impact the financial performance of the establishments.
Even minor changes in drinking habits could yield significant public health benefits. A five percent reduction in alcohol consumption, if replicated across a larger number of venues, could potentially mitigate alcohol-related harms.
The research team underscored the importance of enhancing the visibility and accessibility of non-alcoholic options in hospitality settings. They emphasized that this approach not only broadens consumer choice but also fosters healthier drinking habits without compromising the social experience offered by pubs and bars.
Christina Gray, Director for Communities and Public Health at Bristol City Council, lauded the study for aligning with the council’s efforts to reduce alcohol-related harms and promote behavior change. Gray emphasized that increasing the availability of low and no-alcohol options in hospitality settings encourages patrons to make healthier choices without adversely affecting businesses, thereby cultivating a safer and more inclusive drinking environment.
The study received funding from various institutions, including the University of Bristol’s Medical Research Council Integrative Epidemiology Unit (MRC IEU), National Institute for Health and Care Research Bristol Biomedical Research Centre (NIHR Bristol BRC), and Bristol Health Partners Drug and Alcohol Health Integration Team, among others.
