Do alcohol product labels stating lower strength verbal description, percentage alcohol‐by‐volume, or their combination affect wine consumption? A bar laboratory adaptive randomised controlled trial

Journal article

Vasiljevic, M., Frings, D., Pilling, M. and Marteau, T. (2021). Do alcohol product labels stating lower strength verbal description, percentage alcohol‐by‐volume, or their combination affect wine consumption? A bar laboratory adaptive randomised controlled trial. Addiction (Abingdon, England). 116 (9), pp. 2339-2347. https://doi.org/10.1111/add.15444
AuthorsVasiljevic, M., Frings, D., Pilling, M. 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.]
KeywordsMedicine (miscellaneous); Psychiatry and Mental health
Year2021
JournalAddiction (Abingdon, England)
Journal citation116 (9), pp. 2339-2347
PublisherWiley
ISSN0965-2140
1360-0443
Digital Object Identifier (DOI)https://doi.org/10.1111/add.15444
Funder/ClientDepartment of Health and Social Care
National Institute for Health Research
Alder Hey Children's NHS Foundation Trust
Publication dates
Online08 Mar 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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