(Wine-Searcher) - Different sizes, formats and closures are moving us away from the traditional bottle-cork-glass wine experience.

In October 2017, British supermarket Waitrose launched a new range of half bottle, own-label wines in an attempt to lure mid-week diners away from the ubiquitous 750ml format.

"We believe that growth is being driven by customers who want to enjoy a glass of wine or two but don't necessarily want to buy a full 750ml bottle. The new half bottles are designed to meet the needs of the midweek evening meal occasion and to provide customer choice," said Waitrose wine buyer James Bone.

This follows a decision by Felix Solis in May, to launch a new selection of 500ml bottles, including Viña Albali, Pulpito and its Chilean brands, the Guv'nor, and Piqueta.

The initiative was naturally greeted with universal jubilation by the anti-alcohol lobby, citing such developments as the proof that Brits want to moderate their infamously excessive drinking.

Or is it?

"There's very little interest in half-bottle formats; we keep about six lines, but they hardly sell and the vintages never match with the equivalent in bottles," says Oxford Wine Company owner Ted Sandbach, pouring cold water on Bone's enthusiasm.