Nudging Drink Choice in Pubs: The Impact of Introducing Alcohol‐Free Beer on Alcohol Sales and Venue Revenues
Nadine Waehning, Victoria Wells, Franziska SohnsABSTRACT
Introduction
The project aims to evaluate the impact of introducing alcohol‐free (AF) beer using three behavioural ‘nudges’ designed to encourage consumer uptake. Nudges are subtle changes to the choice environment that encourage particular behaviours without restricting consumer choice.
Methods
We conducted a sequential mixed‐method approach incorporating an exploratory quasi‐experimental, non‐randomised study of intervention with a before‐and‐after design in a field setting to gather temporal insights, collecting daily sales data over a 9‐month period in three different pubs and qualitative interviews. All three pubs received the same three interventions sequentially. The interventions included, first, introducing AF beer cans into the fridge; second, displaying posters; and third, offering AF beer on tap, which were followed by interviews with publicans and pub staff.
Results
The introduction of AF beer was associated with reduced revenue from wine and spirits, while leaving pubs' overall drinks revenue unaffected. NoLo sales were influenced by weather, with higher temperatures increasing demand. Consumers showed a preference for AF beer on tap, often choosing it over canned alternatives. Hence, offering AF beer in pubs is a way to cater to diverse consumer preferences, maintaining profitability.
Discussion and Conclusions
This study provides unique insights into the revenue and consumption patterns associated with introducing AF beer, highlighting its potential benefits to pub managers as well as policy makers.