Pubs and bars will now be able to serve customers two-thirds-of-a pint measures and wine servings of less than 75ml for tastings under new government legislation.
Science and Innovation Minister Lord Drayson said: "There is no question of replacing the British pint, but introducing the option of a new imperial measure is good news for consumers, providing them with more choice."
Wonder Bar co-creator Dawn Davies said the new laws, due to come into force in April 2010, will provide access to some of the world's rarest wines at a more manageable price.
"We want people to taste and explore wine - that's what it's all about," she said.
The British Beer and Pub Association welcomed the news and said the new measures would give pubs the flexibility to offer customers "greater choice about how to enjoy their beer".
But chief executive of the Scottish Licensed Trade Association Paul Watters said there was "no call" for the change.
"We have very significant alcohol abuse problems in Scotland and the more measures you have, the more people get confused," he said.
By Emma White
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