No Impact of Calorie or Unit Information on Ad Libitum Alcohol Consumption

Olivia Maynard, Tess Langfield, Angela Attwood, Emily Allen, Imogen Drew, Alex Votier, Marcus Munafo

Research output: Contribution to journalArticle (Academic Journal)peer-review

202 Downloads (Pure)


Aims: To investigate the impact of unit and calorie information on drinking behaviour in an ad libitum taste test paradigm.

Methods: In this experimental human laboratory study, participants were randomized to one of four conditions, balanced by gender, using a 2 (unit information: present vs. absent) × 2 (calorie information: present vs. absent) between-subjects design. The percentage of beer consumed during the taste test was the primary outcome measure.

Results: Among this largely undergraduate student population, we found no evidence that either unit or calorie information impacted alcohol consumption in an ad libitum taste test. A manipulation check indicated that few of the participants receiving either unit and/or calorie information could accurately recall the number of units and/or calories in the beverages provided to them, indicating low levels of engagement with this information. Analysis of qualitative reactions to calorie and unit labelling indicated possible negative unintended consequences of calorie and unit information, including using unit information to facilitate consumption of higher strength beverages, and calorie information to reduce food consumption prior to a drinking episode.

Conclusion: We find no evidence to support an effect of unit or calorie information, a public-health initiative supported by the alcohol industry, on drinking behaviour. It is possible that compulsory unit and calorie labelling, at least in the numeric format used here, would have no effect on alcohol intake and may even have some negative unintended consequences among certain populations.
Original languageEnglish
JournalAlcohol and Alcoholism
Early online date18 Sep 2017
Publication statusE-pub ahead of print - 18 Sep 2017

Structured keywords

  • Brain and Behaviour
  • Tobacco and Alcohol


  • calories
  • taste perception
  • alcohol drinking

Fingerprint Dive into the research topics of 'No Impact of Calorie or Unit Information on Ad Libitum Alcohol Consumption'. Together they form a unique fingerprint.

Cite this