How do labels using lower strength verbal descriptors, %ABV, or their combination impact wine consumption? A bar laboratory adaptive randomised controlled trial.

Journal article

Vasiljevic, M., Frings, Daniel, Pilling, Mark and Marteau, T. (2021). How do labels using lower strength verbal descriptors, %ABV, or their combination impact wine consumption? A bar laboratory adaptive randomised controlled trial. Addiction (Abingdon, England). https://doi.org/10.1111/add.15444
AuthorsVasiljevic, M., Frings, Daniel, Pilling, Mark and Marteau, T.
AbstractA previous research study concluded that wine and beer labelled as lower in strength increase consumption compared with the same drinks labelled as regular strength. The label included both a verbal and numerical descriptor of strength. The present study aimed to estimate the effect of each of these label components. Adaptive, parallel group randomised controlled trial, comprising an internal pilot sample (N = 90) and a confirmatory sample (N = 57). University bar laboratory in London UK. One-hundred and forty-seven weekly wine drinkers were sampled from a nationally representative English panel. Participants were randomised to one of three groups to taste test wine in a bar-laboratory, varying only in the label displayed: (i) verbal descriptor only (Super Low); (ii) numerical descriptor only (4%ABV); and (iii) verbal descriptor and numerical descriptor combined (Super Low 4%ABV) [each group n = 49]. The primary outcome was total volume (ml) of wine consumed. Participants randomised to the numerical descriptor label group (4%ABV: M = 155.12ml, B = 20.30, 95% CI = 3.92, 36.69, p-value = 0.016) and combined verbal and numerical descriptor label group (Super Low 4%ABV: M = 154.59ml, B = 20.68, 95%CI = 4.32, 37.04, p-value = 0.014) drank significantly greater amounts than those randomised to the verbal descriptor label group (Super Low: M = 125.65ml). This bar laboratory study estimated that a greater quantity of 'lower' strength wine was consumed when the label included a numerical strength descriptor compared with a verbal only strength descriptor. [Abstract copyright: This article is protected by copyright. All rights reserved.]
Keywordsalcohol consumption; alcohol labelling; bar lab; lower strength alcohol labelling; public health; randomised controlled trial
Year2021
JournalAddiction (Abingdon, England)
PublisherWiley
ISSN1360-0443
Digital Object Identifier (DOI)https://doi.org/10.1111/add.15444
Publication dates
Online10 Feb 2021
Publication process dates
Deposited02 Feb 2021
Accepted27 Jan 2021
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This is the peer reviewed version of the following article:Vasiljevic, M., Frings, D., Pilling, M., & Marteau, T. How do labels using lower strength verbal descriptors, %ABV, or their combination impact wine consumption? A bar laboratory adaptive randomised controlled trial. Appetite , which has been published in final form at https://onlinelibrary.wiley.com/journal/13600443. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.

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