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Alcohol is now more expensive than ever.

An investigation by Trading Standards found that British pub-goers are losing over a hundred pounds a year due to small alcohol servings. In their survey of over 77 bars and pubs, investigators were served 96 short measures out of 137 orders.

This means that about 70% of drinks were less than the prescribed quantity required by the Weights and Measures Order for pints, half pints and glasses of wine.

But it’s worse news for beer drinkers. 86% of all beer ordered was short measured, compared to 43% of wine.

But what does this actually mean price wise?

For the average beer drinker, this equates to a loss of £1.70 per week, or £88.40 a year, based on average consumption levels. But the loss is more expensive when it comes to wine.

For an average wine drinker in the UK this jumps to £2.20 per week or £114.40 per year, according to the Chartered Trading Standards Institute (CTSI).

These findings come at a time when the price of alcohol is at an all time high. The average price of a bottle of red wine has increased by 8% in the last year, while the average cost of a pint of lager is up 5.6%, according to the Office for National Statistics.

Legally the frothy head on a pint of beer is included in the measure. But even that’s controversial. The CTSI’s survey found 35% of the public felt the head should not be included in the pint measure and 23% thought it should.

Indeed there’s a campaign to change this – The Campaign for Real Ale maintain that the pint measure shouldn’t include the head and consumers should have a right to a 100% liquid pint.

Responding to the research, CTSI chief executive John Herriman said: “While this is a snapshot, it is the first time that we have been able to build a national picture of how widespread short measuring of alcoholic drinks are.”

“The potential detriment to the average consumer of around £115 every year suggests there is the need for more comprehensive research to better understand the impact of short measures, not just for alcoholic drinks but across a broader spectrum of consumer goods”.