OVER 90 licensees in East Dunbartonshire are the first in Scotland to trial a new consumer campaign offering a smaller 125ml wine measure alongside the more traditional sizes of 175ml and 250ml.
From this month wine drinkers in East Dunbartonshire will have more choice when choosing a glass of wine in their favourite bar.
A new survey focusing on consumer awareness and attitudes among wine drinkers reveals that 71% of those interviewed in East Dunbartonshire would support the introduction of the smaller wine measure. Some 46% of those interviewed acknowledged that they do think about the amount of wine in the glass when buying a drink.
The survey was co-ordinated by communications consultancy Spreng Thomson on behalf of a partnership working initiative involving the Scottish Government, the Scottish Alcohol Industry Partnership and licensing advisers at East Dunbartonshire Council who engage directly with licensees across the region. This is the latest development in a joint campaign launched in the area last year.
SLTA chief executive Paul Waterson 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.
“The Scottish Alcohol Industry Partnership is looking forward to seeing how this campaign goes in East Dunbartonshire. It’s very encouraging that every possible venue in the area that could get on board with the 125ml wine glass campaign did just that. We hope there’s some learning and best practice to bring to other areas in Scotland.”
Running until July 10, the campaign aims to encourage people to be aware that the smaller measure is on offer. Participating bars, restaurants and hotels will extend the range of options for consumers, offering them a wider choice – including the 125ml measure – when they are ordering a glass of wine.
Paul Waterson was invited to discuss the campaign on BBC Radio Scotland’s John Beattie show on Wednesday, June 15.