The 125ml wine campaign pilot was a collaboration between Scottish Government, the Scottish Alcohol Industry Partnership and East Dunbartonshire Council.
The aim of the pilot was to increase awareness of the smaller wine measure amongst consumers in licensed premises in the East Dunbartonshire Council area. With the help of licensing advisors, licensees and a multiplatform campaign, the pilot achieved a 70% improvement in consumer awareness.
The campaign was designed to test whether the pilot approach was effective and assess whether the approach could be rolled out to other parts of Scotland. The evaluation report, prepared by Spreng Thomson and Story, highlights the effectiveness of the pilot which took place between November 2015 and July 2016. The report (click here for full report) also contains recommendations for future roll-out.