UK – Tesco, a British multinational grocery and general merchandise retailer, has launched a new range of smaller sized wine bottles in order to help shoppers control portions and cut down on waste.

According to latest data (2017) from retail analysts Kantar and the British Beer and Pub Association, Brits alcohol consumption is in decline with Brits drinking, on average, one less alcoholic drink each week.

The younger consumers, who are more focused on a healthily lifestyle than their parents, are reducing their alcohol consumption, with lower occasion frequency and/or smaller sizes.

Included in the new 37-strong range will be the supermarket’s first ever 50cl wine bottle size – which contains the equivalent of four glasses.

The new range includes favourites such as Tesco Finest New Zealand Sauvignon Blanc and Tesco Finest Rioja Reserva.

“We are currently seeing an increase in the number of shoppers wanting to enjoy a smaller amount of wine or a mid-week treat without having to purchase and potentially waste a full size bottle,” said Tesco’s Product Developer, Alexandra Runciman.

“Millennials in particular are generally more concerned about the quantity of alcohol that they drink and so we hope this new range will help them manage portion control.

This new range of smaller wine bottles will also allow customers to cut down on waste by giving them the exact portions they want.”

As well as the smaller sized bottles Tesco has also expanded its Finest wine range adding an extra nine products to the portfolio.

The wines will be available in up to 2000 Tesco stores across the country and online.