Now woke scientists want to shrink your PINT - as they claim smaller servings of beer could reduce the UK's alcohol consumption

For as long as pubs have been pouring beer, the pint has been the universally accepted serving size.

But now, woke scientists from the University of Cambridge want to do away with the humble pint to curb the nation's boozing.

In the first trial of its kind, researchers convinced 12 pubs to ditch their pint glasses in favour of two-thirds servings for four weeks.

With the biggest serving size now a third smaller, pub-goers drank almost 10 per cent less beer and cider compared to when pints were on the menu.

However, should this recommendation become policy, the study found that bars could face falls in revenue of to 9.6 per cent. 

Although Britain's beer consumption has fallen off in recent years, health experts are still worried that the UK's drinking habits could be damaging our health.

As the researchers point out in their paper, published in PLOS Medicine, cutting down alcohol consumption reduces the risks of seven common cancers and diseases.

Lead researcher Professor Theresa Marteau, director of the Behaviour and Health Research Unit, told MailOnline: 'Alcohol harms health, increasing the risk of over 200 different diseases and injuries including bowel, breast and liver cancers.

'In England it is the fifth largest contributor to early death, disease and disability, and the leading risk factor for those aged 15 to 49.'

Since increasing the price of drinks or placing restrictions on beer sales would prove extremely unpopular, concerned scientists are keen to find other ways of slowing drinkers down.

In this study, researchers asked pubs to get rid of the pint serving for beer and cider and replace this with a two-thirds glass.

The idea is that, since people tend to have a set number of drinks rather than a specific volume of beer, making those drinks smaller should encourage people to drink less.

The study took place over three four-week periods, first selling pints as normal, then switching to smaller servings, and finally returning to business as usual.

And, as the researchers had predicted, the mean volume of beer sold fell noticeably in the four weeks when pints weren't available.

On average, the 12 venues in the study sold just under five fewer pints (2.77 litres) of beer and cider per day when pint glasses were removed.

While the researchers had anticipated that customers would be extremely hostile to the change, the venues involved reported very few complaints.

The amount of wine sold during the trial period did increase slightly, rising by 7.2 per cent on average, but almost half of this increase was from one venue which also acted as a restaurant.

Professor Marteau and her co-authors write: 'Removing the offer of pints in 13 licensed premises for 4 weeks reduced the volume of beer sold.

'This is in keeping with the emerging literature showing that smaller serving sizes help us drink less and presents a novel way of reducing alcohol consumption and improving population health.'

While the researchers argue that this could be an effective way of reducing the health impacts of drinking, they acknowledge that pubs are unlikely to be keen on the idea.

Despite being offered £3,000 to compensate for the losses and all of the smaller glasses needed, less than one per cent of venues contacted about the trial agreed to participate.

During the trial period, the venue's mean daily revenue fell by five per cent due to the drop in beer sales 

The total drop in weekly revenue varied from just £3.70 to £146.60 depending on the venue. 

And, when the trial was complete, none of the bars involved kept their maximum serving size at two-thirds.

Since pubs are unlikely to adopt this measure voluntarily, the researchers therefore suggest that the regulation would be needed to ban the pint.

Professor Marteau says: 'Removing the one pint serving size would need to be enforced by changes to alcohol licensing regulations which stipulate the sizes in which alcohol is served.'

However, with many pubs struggling to stay open, many may be concerned about any legislation designed to bring down sales.

A spokesperson for the British Beer and Pub Association told MailOnline: 'Measures to reduce alcohol consumption must be carefully thought through as this study showed a decrease in beer volume was accompanied by a slight increase in the purchase of higher strength alcoholic drinks.'

Ash Corbett Collines, vice-chairman of the Campaign for Real Ale (CAMRA), told MailOnline: 'With less than 1% of venues approached for the study agreed to trial the smaller measure, and none of the 12 pubs who did take part choosing to keep the change, the on-trade's verdict is clear.

'The removal of the British Pint from pubs would not encourage drinkers to embrace the sociable and supervised environment of the pub, which fosters moderate drinking. Instead, it would push people toward drinking at home.'

Likewise, Andy Slee, chief executive of the Society of Independent Brewers, told MailOnline: 'It should be down to publicans, brewers and beer drinkers to decide the best way to enjoy a local beer.'

However, despite the obvious resistance to the introduction of the policy, the researchers maintain that their findings should be included in consideration for new regulations.

Professor Marteau says: 'There is a trade-off to be made between improving population health by reducing alcohol consumption through effective alcohol control policies and the health of the alcohol industry.'