Study Finds Reducing Largest Wine Serving Decreases Consumption

A four-week trial in 21 establishments showed that eliminating the sale of 250ml wine glasses led to a 7.6% reduction in total wine consumption.

With the third-of-a-bottle option gone, patrons purchased more 125ml and 175ml servings. Wine bottle sales remained unchanged, but the overall volume of wine sold decreased.

Interestingly, sales of beer and cider weren't affected, and profits for the venues stayed consistent. The researchers from the University of Cambridge suggest that the perceived value may have influenced this decrease in wine sales.

Professor Dame Theresa Marteau, the study's lead, noted the impact of environmental cues on consumption and suggested that the same principle applies to both food and drink: smaller servings lead to less consumption. She advocates for the consideration of such measures in licensing policies as a simple way to reduce alcohol intake.

Despite initial concerns, many customers adapted to the reduced serving size, with some continuing to choose smaller servings post-trial. Venue owners reported little to no significant backlash even from those who voiced initial complaints.

Health officials reiterated the importance of moderation, in line with the UK chief medical officer's guidelines of not exceeding 14 units of alcohol weekly, and encouraging informational labeling on alcoholic beverages.