UK government deregulates wine serves

The UK government has announced plans to deregulate wine measures under 75ml in a move that will allow bars and restaurants the opportunity to offer sample measures to their customers.

The news has been welcomed as a significant victory for the wine trade. Currently wine can only be sold in measures of 125ml, 175ml and multiples thereof.

The National Measures Office included the proposal in the Consultation on Specified Quantities – Non Pre-Packages and Food Information in October last year following intense lobbying from the wine trade.

Jeremy Beadles, chief executive of the Wine and Spirit Trade Association, said the decision is “a welcome move that the WSTA and our members have long been arguing for.”

Beadles added: “This flexibility will give consumers the chance to sample small measures of the huge variety of wines out there, letting them broaden their knowledge and taste everything from the finest and rarest to the most innovative and experimental.”

The news provides an “excellent opportunity for the trade and consumer alike”, according to Jim Ledwith of wine consultants Vintellect.

Ledwith told the drinks business: “There are numerous ways that this will benefit the consumer and the licensees.

“The change promotes the sale of smaller measures of higher quality wine. – no longer is the 250ml ‘bucket’ of cheap wine going to be standard.

“Wine flights will be offered in many restaurants and bars, offering the consumer a range new experiences, food matches and wines.

“Wine preservation and sampling systems will help educate and broaden the consumer palate while increasing the service and choice the restaurants/bar or retailer can offer the consumer.

“Also, retailers will be able to offer an effective and affordable ‘try before you buy’ system.”

Alan Lodge, 29.09.2009