Diageo broke from tradition in August by rolling 35cl spirits bottles – typically sold in convenience retailers – into over 230 Asda stores.

The move came as consumers were “looking for greater flexibility in how they shop for and enjoy spirits”, Diageo said at the time. In-store media to support the push featured the straplines “Small bottles make for big plans” and “Big possibilities start here”.

Other booze giants are also betting on smaller formats. In September, Suntory added a 35cl Jim Beam bottle, giving shoppers a “more accessible way to purchase”.