"Study Shows Cutting Large Wine Measures Reduces Alcohol Consumption in Bars and Pubs"

A study conducted in 21 pubs, bars, and restaurants found that removing the largest measure of wine from sale led to a 7.6% reduction in overall wine consumption. Customers bought more medium and small glasses of wine, but the total volume of wine sold daily decreased. The study suggests that people are sensitive to environmental cues and serving sizes, and reducing the availability of larger wine measures could help reduce alcohol consumption. The strategy is being considered for trial by licensing authorities as a potential way to shift social norms and promote healthier drinking habits.