The impact of introducing alcohol‐free beer options in bars and public houses on alcohol sales and revenue: A randomised crossover field trial

Abstract

AimsThe study aimed to estimate the impact of introducing a draught alcohol‐free beer, thereby increasing the relative availability of these products, on alcohol sales and monetary takings in bars and pubs in England.DesignRandomised crossover field trial.SettingEngland.ParticipantsFourteen venues that did not previously sell draught alcohol‐free beer.Intervention and comparatorVenues completed two intervention periods and two control periods in a randomised order over 8 weeks. Intervention periods involved replacing one draught alcoholic beer with an alcohol‐free beer. Control periods operated business as usual.MeasurementsThe primary outcome was mean weekly volume (in litres) of draught alcoholic beer sold. The secondary outcome was mean weekly revenue [in GBP (£)] from all drinks. Analyses adjusted for randomised order, special events, season and busyness.FindingsThe adjusted mean difference in weekly sales of draught alcoholic beer was −20 L [95% confidence interval (CI) = −41 to +0.4], equivalent to a 4% reduction (95% CI = 8% reduction to 0.1% increase) in the volume of alcoholic draught beer sold when draught alcohol‐free beer was available. Excluding venues that failed at least one fidelity check resulted in an adjusted mean difference of −29 L per week (95% CI = −53 to −5), equivalent to a 5% reduction (95% CI = 8% reduction to 0.8% reduction). The adjusted mean difference in weekly revenue was +61 GBP per week (95% CI = −328 to +450), equivalent to a 1% increase (95% CI = 5% decrease to 7% increase) when draught alcohol‐free beer was available.ConclusionsIntroducing a draught alcohol‐free beer in bars and pubs in England reduced the volume of draught alcoholic beer sold by 4% to 5%, with no evidence of the intervention impacting net revenue.