Tucking in at a restaurant with a healthy pour of red wine served in a fancy, oversized wine glass is a beautiful thing. Depending on the wine, the shape and size of the glass it's poured in can actually help bring out flavors and aromas to a degree you might not experience otherwise. But according to new research, the size of the glass your wine is served in could actually influence how much wine you end up drinking and how much you spend.
A small study by researchers at the University of Cambridge suggests that larger wine glasses encourage restaurant and bar patrons to drink more, even if the serving size is exactly the same, according to a report by The Wall Street Journal. In the study, a local pub-restaurant saw a 9% increase in wine sales when it used larger 370ml glasses to serve the same 175ml pours, instead of the standard 300ml glasses. In other words, the increase wasn't caused by patrons somehow receiving more wine in their glasses, but apparently, by the size of the glasses alone.