Consumers are switching to smaller, higher-quality alcoholic drinks in a move linked to “moderation trends and financial factors”, say experts.
Chief operating officer for consumer research at drinks marketing analysts IWSR Richard Halstead told The Guardian: “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.”
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
“The evidence from mainstream wines suggests that consumers see smaller servings (for example, 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.”
Retailers and brands are also responding to this shift, with Naked Wines, Marks & Spencer and Cotswolds Dry Gin among some of the businesses of the reducing the size of their drinks to 100ml and 50ml.
The new trend follows in the wake of the government introducing new measures that allow still and sparkling wine to be sold in 200ml, 500ml and 568ml (pint) sizes in 2024.
