Impact of lower alcohol strength labels on consumption of wine and beer: a bar lab randomised controlled trial

Vasiljevic, M.; Couturier, D-L.; Frings, D.; Moss, A.C.; Albery, I.P.; Marteau, T.M.

Abstract

Background: Labels indicating low/light versions of tobacco and foods are perceived as less harmful which may increase consumption. The current study tests the hypothesis that labelling wine and beer as lower in alcohol increases their consumption. Methods: Weekly wine and beer drinkers (n=264) sampled from a representative panel of the general population of England were randomised to one of three groups to taste test drinks in a bar laboratory varying only in the label displayed: Group 1: No verbal descriptors of strength; Group 2: verbal descriptor Low combined with 8%ABV for wine/3%ABV for beer; Group 3: verbal descriptor Super Low combined with 4%ABV for wine/1%ABV for beer. Primary outcome was total volume of drink consumed (in ml). Results: The results supported the study hypothesis: the total amount of drink consumed increased as the label on the drink denoted successively lower alcohol strength, B=.71, p=.019, [95%CI 0.11, 1.29].Group contrasts showed significant differences between those offered drinks labelled as Super Low (M=213.77) compared to the drinks labelled as Regular (M=176.85), B=1.43, p=.019, [95%CI 0.24, 2.61]. There was no significant difference in amount consumed between those offered drinks labelled as Low (M=194.60) compared to Regular, p=.340. Conclusions: These results suggest that labelling drinks as lower in strength increases the amount consumed. Further studies are warranted to test for replication in non-laboratory settings and to estimate the potential for any effects to be at a level with the potential to harm health. Trial registration: ISRCTN15530806

Citation

Vasiljevic, M., Couturier, D.-L., Frings, D., Moss, A., Albery, I., & Marteau, T. Impact of lower alcohol strength labels on consumption of wine and beer: a bar lab randomised controlled trial. Presented at SBM 39th Annual Meeting

• Presentation Conference Type: Conference Paper (published)
• Conference Name: SBM 39th Annual Meeting
• Acceptance Date: Nov 1, 2017
• Publication Date: 2018-04
• Deposit Date: Oct 24, 2018
• Journal: Annals of Behavioral Medicine
• Print ISSN: 0883-6612
• Electronic ISSN: 1532-4796
• Publisher: Oxford University Press
• Peer Reviewed: Peer Reviewed
• Volume: 52
• Issue: suppl_1
• Pages: S158-S158
• Public URL: https://durham-repository.worktribe.com/output/1143720
• Publisher URL: http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2\&SrcApp=PARTNER_APP\&SrcAuth=LinksAMR\&KeyUT=WOS:000431185200372\&DestLinkType=FullRecord\&DestApp=ALL_WOS\&UsrCustomerID=940c5db9f6a527ba8e12659dac275555