A new range of smaller sized wine bottles have been launched by Tesco in order to help shoppers control portions and cut down on waste.
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.
For those wanting an even smaller measure there will also be 37.5cl bottles which contain the equivalent of three glasses.
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.
And 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.
The new range includes favourites such as Tesco Finest New Zealand Sauvignon Blanc (£5.50 for 50cl) and Tesco Finest Rioja Reserva (£6.25 for 50cl).
Tesco's Product Developer, Alexandra Runciman said, '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.
'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.
Key highlights in the range include:
• Tesco Finest Amarone £18: a super-premium full bodied Italian red wine with rich dark berry flavours
• Tesco Finest Sauvignon Blanc Fume £9: An innovative break from tradition, produced in Marlborough, New Zealand. This is a 'fumé' Sauvignon that has been part-fermented and aged in oak, to create a complex yet fruity taste.
The wines will be available in up to 2,000 Tesco stores across the country and online.