Wine glass size and wine sales: a replication study in two bars

Area of Science:

• Behavioral Economics
• Consumer Psychology
• Hospitality Management

Background:

• Wine glass size can influence perceptions of volume, affecting purchasing and consumption habits.
• A previous study indicated that larger glasses increased wine sales by 9.4% in a single bar setting.
• Replicating this effect in different environments is crucial for understanding the phenomenon.

Purpose of the Study:

• To replicate previous findings on the effect of wine glass size on purchasing behavior.
• To investigate the influence of a wider range of glass sizes on wine sales in two additional bars.

Main Methods:

• A repeated multiple treatment reversal design was employed.
• Wine was served in identical glasses of varying sizes (300ml, 370ml, 510ml in Bar 1; 300ml, 510ml in Bar 2).
• Purchasing data for standard wine measures (125ml, 175ml, 250ml) and bottles (750ml) were collected.

Main Results:

• In Bar 1, wine volume purchased increased by 10.5% when using 510ml glasses compared to 370ml glasses.
• No significant difference in sales was observed between 300ml and 370ml glasses in Bar 1.
• Results in Bar 2 were inconclusive, showing a non-significant decrease of 1.1% in sales with larger glasses.

Conclusions:

• The study provides partial replication, suggesting larger glasses can increase wine purchasing when portion size remains constant.
• The inconsistent results between bars highlight the need to understand the underlying mechanisms influencing this effect.
• Further research is needed to determine the conditions under which wine glass size impacts consumption.