--- title: You Drink (and Spend) More on Wine When It's Poured in Bigger Glasses description: In a recent study, pub customers drank (and spent) 9% more when faced with larger wine glasses. authors: - name: Ethan Wolff-Mann url: https://money.com/author/ethan-wolff-mann/ at_money_since: 2015 articles: 160 covers: - Lifestyle - Banking - Business - Career Advice - Credit - Credit Cards - Economy and Politics - Education - Housing - Identity Theft - Insurance - Investing - Personal Finance - Professional Services - Shopping - Taxes - Technology social: - https://x.com/ewolffmann former_staff: true published: '2015-12-21T19:44:28.000Z' modified: '2015-12-21T19:44:28.000Z' section: Lifestyle tags: - Alcohol - consumer psychology - pubdesk - wine word_count: 274 canonical: https://money.com/large-wine-glass-more-drinking/ type: Article source: structured-blocks --- > **Disclosure:** We research all brands listed and may earn a fee from our partners. Research and financial considerations may influence how brands are displayed. Not all brands are included. [Learn more](https://money.com/page/disclaimer/). ![FRANCE-WINE-BEAUJOLAIS](https://img.money.com/2015/12/gettyimages-497875166.jpg) New research from the University of Cambridge finds that bar and restaurant patrons wind up drinking more wine when larger wineglasses are used, according to *the [Wall Street Journal](http://www.wsj.com/articles/larger-wine-glasses-encourage-more-drinking-study-finds-1450696305).* Throughout the study, every two weeks, the Pint Shop in Cambridge cycled out three different sizes of glasses, while holding the wine quantity in each steady at 175 milliliters, or slightly less than 6 ounces. Customers wound up buying 9% more wine, on average, when they were drinking out of the largest glasses. The researchers concluded that the larger glasses make it seem like there's less wine. Sales increased because customers drank the wine quicker, and then apparently felt more compelled to buy another round. This isn't the first bit of research that's looked at how portion size affects consumption. According to the *Journal*, study upon study have come to the conclusion that a reduced portion size could significantly curb consumption-related issues for food and drink alike. The applications of studies like this aren't necessarily so clear. On the one hand, restaurants and pubs looking to maximize profits should use glassware that ramps up consumption (and higher bar tabs). [![Best college education image](https://content.money.com/wp-content/themes/money2018/img/college-site-banner-02.png)](https://best-colleges.time.com/money/search-colleges/?xid=cm-mcpFindTheCollegeWidget) Policy groups that focus on healthy and safety believe the goal should be the direct opposite. "If the results of future, larger studies did support the emerging evidence around glass size, then potentially this could be considered by policy makers," Joe Keegan, head of alcohol strategy for Cambridgeshire County Council, told the *Journal.* Interestingly, while large glasses seem to encourage more drinking, undersized glasses don't correlate to less drinking. 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