Brits switching to ‘smaller size alcoholic drink bottles’

British consumers are increasingly opting their alcohol products in smaller portions, but of higher quality, state industry experts.

The trend is now fueling an inclination towards 100ml taster bottles. The shift comes from a desire to be healthier, experts say, with drinking among UK teenagers and young people falling.

Richard Halstead, the chief operating officer for consumer research at drinks market analysts IWSR, said, “We are certainly seeing smaller pack formats launched across categories to cater to moderation trends and also financial factors. These smaller sizes lower the cost barriers to entry and encourage the trial of new products or categories.”

“The evidence from mainstream wines suggests that consumers see smaller servings (eg cans) of wine generally as convenient, and promote the idea of portion control, but are reluctant to buy them as they often don’t represent good value compared with a standard bottle.”

Halstead said that with fine wine “this innovative approach makes a lot of sense in terms of the moderation drivers, as wine is a category that due to packaging norms caters less to moderation.”

“You typically either need to be able to share a bottle or be able to finish it within a couple of days. These smaller formats which enable a consumer to have a smaller portion of premium quality products cater to the motivations to drink less, but not compromise on the quality of a product,” The Guardian quoted Halstead as saying.

In December, the government gave the green light for sstill and sparkling wine to be sold in 200ml, 500ml and 568ml (pint) sizes in 2024, alongside existing measures.

Craft beer in 330ml cans is also a top seller.

Marks & Spencer said sales of its small wine bottles (25cl) had increased by 30 per cent year on year, with wine cans showing similar growth over the same period. It sells four different sparkling wines and seven still wines in half bottles.

Cotswolds Distillery has launched a full-strength gin, designed to reduce the amount needed in a gin and tonic. It does this while keeping the strong flavour.