The Student drinks market in the United States could be more lucrative than official statistics have suggested.

A study in Alcoholism: Clinical & Experimental Research concludes college students underestimate volumes when asked how many drinks they consume, because the measures they pour are larger than standard amounts. The study notes that student drinking habits surveys are inaccurate as a result.

"…We ask them to pour us drinks they tend to pour too much…we ask them to define how many ounces in a single drink, they give us numbers that are way too big," said Aaron White, research author and Duke University Medical Centre assistant professor.