Drinkers consume beer almost twice as quickly if it is served in a fashionable curved glass rather than a conventional straight one, a study has reported.
It took on average nearly 12 minutes for those who took part to down 12 fl oz of lager (a little over half a pint or a third of a litre) from a straight glass. But from a curved glass it took seven minutes. There was hardly any difference if the alcohol was replaced with a soft drink.
While watching a tranquil nature documentary, they were invited to drink from either straight glasses or the sort of modern curved ones that have become popular in bars, clubs and some pubs. The rate at which the lager was consumed was markedly different depending on the type of glass they were using.
It emerged that the participants who showed the greatest error in their judgment of where halfway was in the curved glasses tended to be those that drank the quickest from them.
The study highlights how in recent years makers of alcoholic drinks have invested in interesting branded glasses to differentiate their products. These include chalice glasses, curved beer flutes, tankards and novel curved glasses.
Angela Attwood, who led the research, said: "People often talk of pacing themselves when drinking alcohol as a means of controlling levels of drunkenness, and I think the important point to take from our research is that the ability to pace effectively may be compromised when drinking from certain types of glasses."