Altering choice architecture to alter drinking behaviour: Evidence from research on lower strength alcohol labelling and glass design

This chapter brings together recent work investigating the impact of the physical micro-environment on alcohol-related perceptions and behaviour, taking examples of how altering the ways in which alcoholic drinks (in particular wine and beer) are presented can impact on perceptions of these drinks, as well as on purchasing and consumption. In particular, this chapter outlines research relating to the use of (a) labels indicating lower alcohol strength, and (b) glasses of different sizes and shapes. The existing evidence base is small, and highlights that robust investigation of both mechanisms and intervention efficacy are needed. Future studies designed to examine choice architecture interventions should take a whole systems approach, exploring how the alcohol industry and retailers respond to interventions, for example, through branding and marketing.