Do alcohol promotions and preloading increase drinking on a night out? Evidence from pub-goers

What is it about?

lcohol pricing promotions in pubs and bars are widely believed to encourage heavier drinking, but direct evidence from real drinking occasions was limited at the time of this study. This research used ecological momentary assessment to collect data from 425 pub-goers across eight nights in two locations in England, comparing alcohol consumption on nights with standard pricing against nights with promotional prices. Participants reported the drinks they consumed during the drinking event, and the study also captured whether they had preloaded, drinking alcohol before arriving at the venue. The design allowed direct within-occasion comparison of consumption under different pricing conditions while accounting for preloading behaviour, providing a more ecologically valid picture than retrospective survey methods or laboratory studies.

Featured Image

Why is it important?

Alcohol pricing policy, including minimum unit pricing and restrictions on promotional pricing, is one of the most robustly supported alcohol harm reduction tools in the public health evidence base, yet direct real-world evidence linking promotional pricing to increased consumption during specific drinking occasions was sparse. This study provides that evidence at the individual occasion level, capturing behaviour in the environments where it actually occurs rather than relying on population-level administrative data or retrospective self-report. The finding that preloading compounds consumption on promotional nights has direct policy relevance for regulators and licensing authorities seeking to reduce alcohol-related harm in night-time economy settings. At a time of debate on minimum unit pricing and promotional pricing restrictions, this study contributed timely field evidence to policy debates.