Research from Cambridge University, which was conducted between February and May last year, included 13 licensed premises.
The study showed beer consumption fell by 10% when the pubs served two thirds instead of pints of beer.
Similarly, wine sales fell when a similar study was conducted in January and the 250ml serving was scrapped.
According to the research, businesses reported few comments or complaints from customers around the removal of the pint serving.
However, the 13 premises that participated in it was fewer than 1% of those who were approached to take part.
This year marks the 200th anniversary of the Weights & Measures Act 1824, which defined a British pint.
At that time, the Campaign for Real Ale (CAMRA) called for the Government to guarantee pubgoers got a full pint, meaning the head on a pint or a half wouldn’t be included in the total volume.
Clear verdict
Following the research, CAMRA urged the Government to introduce a 20% difference between the tax paid on pints in pubs compared to the off-trade to help encourage pubgoing.
The group also called for the Government to stick by its manifesto commitment to reform business rates and for a VAT cut.
Vice-chair Ash Corbett-Collins said: “Many beer drinkers and pubgoers will find it ironic this study has been released in the same year as the 200th anniversary of the Weights & Measures Act 1824, which defined a pint in law for the first time.
“The difficulty this study faced in even finding pubs to take part shows the pint is still an in-demand measure for consumers at the bar.
“With less than 1% of venues approached for the study agreeing to trial the smaller measure and none of the 12 pubs who did take part choosing to keep the change, the verdict from publicans is clear.
“While it’s important to highlight the health benefits of moderate drinking, pubs should not be the target of punitive measures that scapegoat them as the issue when the regulated, community setting of a pub is the home of responsible drinking.
“We hope the Chancellor will be focused on positive reforms for the beer and pub sector in the upcoming Budget, including reducing beer duty and overhauling the business rates system.”
Working with Government
The British Beer & Pub Association (BBPA) highlighted how the on-trade has invested in the low and no-alcohol segment.
A BBPA spokesperson said: “All pubs already sell beer in half pints, and many offer the choice of serving drinks as thirds or two-thirds.
“Brewers and pubs continue to invest in no and low-alcohol products, which is the fastest growing beer category in the UK.
“All of these measures mean that millions of alcohol units have already been removed from the market and allow people to moderate their alcohol consumption.
“Measures to reduce alcohol consumption must be carefully thought through as this study showed a decrease in beer volume was accompanied by a slight increase in the purchase of higher strength alcoholic drinks. We are ready to work with the Government about how to reduce the harmful use of alcohol.”
