British beer drinkers, face the truth: a pint is too big, a half is too small – all hail the two-thirds measure | Elle Hunt

Millions have always known it and now scientists agree that for health and pleasure, less is more

What a great feeling it is when a study by actual scientists comes along and validates something that you've been saying for years. Researchers from the behaviour and health research unit at the University of Cambridge (heard of it?!) have recommended that the traditional British pint be abandoned in favour of the two-thirds measure.

After a trial in a dozen pubs, bars and restaurants in England, the study leader, Prof Theresa Marteau, concluded that the change - which led to nearly 10% less beer being sold and consumed - could reduce the impact of alcohol-related harm.

Elle Hunt is a freelance journalist