Read at BBC News
A four-week trial in 21 pubs, bars, and restaurants found that banning the largest glass of wine reduced alcohol consumption by 7.6%. Customers bought more smaller glasses of wine, but the overall volume sold was lower. The study's lead author, Prof Dame Theresa Marteau, believes that reducing serving sizes can help reverse the trend of consuming more alcohol and improve public health.
What it tells us is that people are very sensitive to cues in their environment.
Value for money was a likely factor in the decrease in wine sales. A 250ml glass of wine usually costs less than two 125ml glasses, making it an economical choice. The researchers suggest that this strategy should be considered for trial by licensing authorities.
People are sensitive to the size of containers and serving size. And these have tended to get bigger and so we've consumed more.