In the new study, researchers asked 21 licensed premises in England to remove from their menus their largest serving of wine by the glass — usually 250 mL — for four weeks. The researchers then tracked the total volume of wine, beer and cider sold by each establishment.
Over the course of the four weeks, the total volume of wine sold by the licensed premises decreased by 7.6%, and there was no overall increase in beer and cider sales. There was an increase in the sales of smaller servings of wine by the glass — generally 125 mL and 175 mL — but no impact on sales of wine by the bottle or beer or cider sales. Despite the decreased volume of wine sold, there was no change in daily revenue, likely reflecting an increased profit margin for smaller glasses of wine. Overall, the study suggests that when the largest serving of wine is not available, people shifted toward the smaller options and ultimately drank less alcohol.