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The Scottish Alcohol Industry Partnership launches a 125ml consumer choice campaign

Published:  14 June, 2016

Bartenders just outside Glasgow have become the first in Scotland to sign up to a campaign which encourages the on-trade to offer smaller wine measures in a bid to ease the strain on the NHS and other public services.

Bartenders just outside Glasgow have become the first in Scotland to sign up to a campaign which encourages the on-trade to offer smaller wine measures in a bid to ease the strain on the NHS and other public services.

From tomorrow (June 15), over 90 licensees in East Dunbartonshire will become the first in Scotland to trial a new consumer campaign which encourages bars and restaurants to offer a smaller 125ml wine measure alongside the more traditional 175ml and 250ml.

The campaign has been based on a new survey focusing on consumer awareness and attitudes among wine drinkers, which revealed that 71% of those interviewed in East Dunbartonshire would support the introduction of the smaller wine measure.

Of those interviewed, 46% acknowledged that they consider the amount of wine in the glass when buying a drink.

Paul Waterson, Chief Executive of The Scottish Licensed Trade Association, said: "It's becoming increasingly clear that what consumers expect is more choice. The 125ml wine glass campaign is responding to that trend. The survey findings from East Dunbartonshire are reassuring for the 90-plus licensed premises that have pledged their support, with 71% of people - their potential customers - supporting the introduction of the 125ml."

On-trade premises which have signed up to the voluntary campaign have pledged to stock 125ml glasses as part of their wine offering and to train staff to offer the smaller measure to customers.

The survey was coordinated by communications consultancy Spreng Thomson on behalf of a partnership working initiative involving the Scottish Government, the Scottish Alcohol Industry Partnership and Licensing Advisors at East Dunbartonshire Council who work to engage with licensees across the region.

This is the latest development in a joint campaign launched in the area last year with the support of Scottish health minister Maureen Watt.

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