The British wine landscape is on the brink of change as the Department for Business & Trade (DBT) recently announced a legislative shift allowing the sale of still and sparkling wine in 200ml, 500ml, and 568ml (pint) sizes. Positioned as a Brexit-enabled move by Rishi Sunak's government, this change aims to inject innovation, freedom, and choice into the industry, particularly benefiting sparkling wine producers.

Sales of sparkling wine and champagne have faced challenges in recent years, experiencing a combined loss of £46.4m in value and a 6.8 million-litre drop in volume, according to The Grocer's 2023 Top Products report. Escalating prices, with champagne and sparkling wines up by 5.7% and 5.8% in 2023 respectively, have been significant contributors to this downturn. The introduction of smaller, budget-friendly bottles is poised to attract both consumers and retailers, potentially revitalising the category.

However, the success of this initiative relies heavily on winemakers embracing the concept and producing cost-effective pint-sized bottles. Voices within the wine industry, such as importer Daniel Lambert, express scepticism, dismissing pint-sized bottles as an unwanted and unexplored format. Lambert believes the likelihood of foreign winemakers adopting this bottle size is less than 0.01%.

A government consultation in June 2022 indicated a strong preference for metric units among consumers, with 98.7% of over 100,000 respondents favouring the metric system for buying or selling products. Additionally, the costs associated with producing bespoke bottle sizes for a single country could potentially outweigh any reduction in shelf prices.

Domestic winemakers, including Hattingley Valley in Hampshire, have shown little interest in pint-sized bottles, citing prohibitive costs and increased production complexities. Some producers caution against promoting excessive wine consumption, highlighting their existing 200ml frizzante bottles as satisfactory for consumers.

While Rathfinny Wine Estate has advocated for smaller-sized bottles, they lean towards 500ml rather than pints, deeming the latter "a redundant measure." Rathfinny's co-founder, Sarah Driver, anticipates their first 500ml release to be a limited edition rather than a supermarket staple.

In summary, the prospect of pint-sized bottles symbolising a bright post-Brexit future for the UK wine industry appears unlikely. Despite the government's push for diversity and choice, industry players remain cautious about the adoption and practicality of these new measures. As the legislative changes unfold in the upcoming year, the success and impact of pint-sized bottles on the UK wine market remain uncertain.

Sources: BBC News, The Grocer