In a new 'upsizing' campaign, Bacardi is encouraging bars to deliver spirits in 35ml servings, in order to increase volume sales and therefore incremental cash margins.
Bacardi claims upsizing is a responsible initiative that helps drinkers gauge how much they have drunk. A 35ml spirit measure delivers the same alcohol content as a small glass of wine, half a pint of lager or a pre-packaged spirit.
It is supplying participating bars with new optics, staff training, and point-of-sale material telling customers they are getting 40% more drink for 20% more money.
David Poley, policy director at The Portman Group, said it has "no objection" to bars serving 35ml, but doesn't actively support it. "The important thing is that people know how big the serving is, so we approve of Bacardi's efforts to communicate this to customers."
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