Nudging the pub: a change in choice architecture can help pubgoers drink less

The Government uses various policy tools to reduce alcohol consumption. There are restrictions on promotions, information campaigns, and pricing policies. These policies do not stand unchallenged. Restrictions on promotions irk business, information campaigns fail to reach the less educated, and pricing policies hurt responsible but poor consumers. So what about Thaler and Sunstein’s Nudge? Nudges keep choices open but change the “choice architecture” so as to help those who would like to drink less, and they do so in ways that constructively engage business. Let us focus on one choice environment here, namely beer consumption in British pubs.