Well for starters — they are simply adorable.

Actually, I was inspired by this quote from Robert McMillan in the 23rd Annual State of the US Wine Industry Report:

The selling and marketing of wine could be better than it is today. We understand the issues. However, we have been reluctant to change our tried-and-true methods. We must show the will to change and the creativity to evolve and adopt a new approach that retains current customers while appealing to a more diverse population.

The industry has been focused on 750 ml since 1975 when European legislation mandated specific sizes, which was then adopted for export by the USA in 1979. But why specifically 750 ml remains a mystery with some historians suggesting it had to do with the lung capacity of glass blowers.

Well it’s 2024 and most bottles are produced by machines these days with infinite lung capacity, yet 750 ml remains the standard despite the data, which shows that people are drinking less wine.

Going back to McMillan’s quote about “change”, 500 ml is small enough for two people to enjoy over dinner without getting inebriated and they can avoiding leaving a few pours in the bottle after paying the check – both reasons are cited by millennials as reasons for not buying wine.

Additionally, 500 ml bottles offer restaurants and wine shops a means of avoiding expensive preservation systems, while also offering guests the chance to try more wines and sommeliers different options for food pairings.

The publication SevenFifty Daily interviewed sommeliers across the United States in 2019 asking them about smaller bottle size programs and their response was very enthusiastic citing an increase in loyalty and sales and providing a unique selling proposition.

And finally, they are cute right? In fact, I think their adorableness will upcycle them into flower vases and water carafes.

Will wine consumers agree? I’m willing to experiment over the next several vintages to find out.