Does wine glass size influence sales for on-site consumption? A multiple treatment reversal design
Munafò, Marcus R
BMC Public Health
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Pechey, R., Couturier, D., Hollands, G., Mantzari, E., Munafò, M. R., & Marteau, T. (2016). Does wine glass size influence sales for on-site consumption? A multiple treatment reversal design. BMC Public Health, 16 (390)https://doi.org/10.1186/s12889-016-3068-z
Background Wine glass size can influence both perceptions of portion size and the amount poured, but its impact upon purchasing and consumption is unknown. This study aimed to examine the impact of wine glass size on wine sales for on-site consumption, keeping portion size constant. Methods In one establishment (with separate bar and restaurant areas) in Cambridge, England, wine glass size (Standard; Larger; Smaller) was changed over eight fortnightly periods. The bar and restaurant differ in wine sales by the glass vs. by the bottle (93 % vs. 63 % by the glass respectively). Results Daily wine volume purchased was 9.4 % (95 % CI: 1.9, 17.5) higher when sold in larger compared to standard-sized glasses. This effect seemed principally driven by sales in the bar area (bar: 14.4 % [3.3, 26.7]; restaurant: 8.2 % [−2.5, 20.1]). Findings were inconclusive as to whether sales were different with smaller vs. standard-sized glasses. Conclusions The size of glasses in which wine is sold, keeping the portion size constant, can affect consumption, with larger glasses increasing consumption. The hypothesised mechanisms for these differential effects need to be tested in a replication study. If replicated, policy implications could include considering glass size amongst alcohol licensing requirements. Trial registration ISRCTN registry: ISRCTN12018175. Registered 12th May 2015.
alcohol, glass size, sales, choice architecture
MRM is a member of the UK Centre for Tobacco and Alcohol Studies, a UKCRC Public Health Research: Centre of Excellence. Funding from British Heart Foundation, Cancer Research UK, Economic and Social Research Council, Medical Research Council, and the National Institute for Health Research, under the auspices of the UK Clinical Research Collaboration, is gratefully acknowledged.
Department of Health (PRP number 107001)
Embargo Lift Date
External DOI: https://doi.org/10.1186/s12889-016-3068-z
This record's URL: https://www.repository.cam.ac.uk/handle/1810/255954
Attribution 4.0 International, Attribution 4.0 International, Attribution 4.0 International, Attribution 4.0 International