Campaign aims to increase availability of smaller wine measures
By Gillian McKenzie
OPERATORS are being encouraged to increase the availability of 125ml wine measures as part of a new campaign.
Under the initiative, which was launched this week by the Scottish Government Alcohol Industry Partnership – a collaboration between drinks firms, trade groups and the Scottish Government, licensees are being asked to stock 125ml measures and make the smaller wine serve available to customers.
Operators can back the voluntary campaign by pricing the 125ml option on menus, displaying materials to promote the 125ml wine measure, and ensuring staff know the additional 125ml wine measure is available. Artwork and materials for pubs can be downloaded from the campaign website (www.125mlwine.org).
SLTA chief executive Paul Waterson said the trade group’s members “fully support” the initiative.
“It fits perfectly with the SLTA’s commitment to promote responsible retailing and help reduce alcohol harm,” he said.
“Our customers have told us that they welcome increased choice and that the offer of small, medium or large glasses of wine in our premises will make them think more about the amount of alcohol they are consuming.”
Patrick Browne, chief executive of the Scottish Beer & Pub Association, also backed the scheme.
“As an association we are fully supportive of the initiative and will commend it to our member companies, their pubs, and the wider licensed trade,” he said.
Speaking at the launch of the 125ml campaign in Edinburgh earlier this week, public health minister Michael Matheson said: “All too often we see only medium and large size measures of wine available behind the bar and this can mean people end up drinking more than they realise.
“A large glass of wine can contain over three units of alcohol, which is in excess of a woman’s daily recommended intake of alcohol and equivalent to a man’s recommended daily intake. Clearly it is important that people have the ability to choose a smaller measure if they wish and by offering the 125ml measure, businesses are giving their customers the opportunity to drink responsibly.”