Observing alcohol drinking in licensed premises: a formative social marketing study

Abstract

Purpose This paper aimed to examine the role of social factors and individual factors on alcohol drinking in a licensed premise. Design/methodology/approach An unobtrusive covert systematic observational study of 632 licensed premise patrons was conducted during May 2015. Findings Convergence between genders was observed with females drinking as much and as long as males; 57.9 per cent of patrons drank two and more servings, exceeding daily recommended amounts. Social factors such as group size are more influential on drinking than individual factors such as gender and smoking status. Serving practices such as straws and buying drinks in rounds influence the quantity of alcohol consumed. Research limitations/implications The study focussed on one licensed premise. Replication of the method outlined in the current study in different licensed venues, states and countries will permit the role of policy, drinking environments and drinking cultures to be understood. Practical implications Drinking patterns of both genders are converging. Thus, intervention efforts should target both genders. Originality/value This paper contributes a structured observation protocol that extends our understanding of alcohol drinking beyond quantity by incorporating observation of duration of consumption for each serve, permitting identification of social and environmental factors that can be used to lower licensed premise alcohol drinking.