Removing Largest Wine Glass Serving Size Reduces Wine Consumption, Study Finds

University of Cambridge study suggests pubs and bars do not need to worry about losing money, as smaller wine servings typically have higher profit margins.

Removing the largest wine glass serving size from pubs and bars led to an average decrease in the amount of wine sold of just under 8%, according to a study by the University of Cambridge.
The study found no evidence that people compensated for drinking less wine by buying more beer or cider.
Despite the reduction in wine sales, the study found no evidence that the move affected total profits, suggesting pubs and bars did not need to worry about losing money.
Researchers suggest that even a small reduction in how much alcohol people drink could make a meaningful contribution to the health of the population.
The study found that people tend to consume a specific number of 'units' - in this case, glasses - regardless of portion size. So, someone might decide at the outset they'll limit themselves to a couple of glasses of wine, and with less alcohol in each glass they drink less overall.