Incorporating smaller bottles of wine into ‘meal for tonight’ deals can help increase sales in the alcohol category, as more shoppers turn to 50cl and smaller formats, suppliers and retailers have told RN.

Alexandra Haughton, insights controller at Concha y Toro, said the trend for smaller sizes has been influenced by shoppers opting to drink less during the week.

Ms Haughton said: “39% of consumers in the off-trade are now looking for smaller formats, with 58% of wine purchases being bought with food.”

Jai Singh, of MJ’s Go Local Extra in Sheffield, said he offers a ‘meal for tonight’ deal that includes a curry and rice dish, with a 187ml wine in red, rosé and white varieties, costing £5.50, alongside a small-format prosecco. 

“Sales pick up on weekdays when people tend not to drink as much, and the smaller formats of wine sell better as part of a meal deal, compared to alone, and on weekends. We try to change the wine selection once a month to keep interest going,” he said.