Targeting moderate drinkers, Amsterdam wine shop only sells half bottles

While half bottles of wine have been around for years, most supermarkets and specialist stores offer just a limited selection. Providing mindful drinkers with an easier way to shop, Half Full only stocks small bottles. 

The Amsterdam-based store opened in December 2021 to cater to consumers who choose not to abstain, but don't want to down a full bottle, either. It sells a variety of red, white and sparkling wines, mainly from smaller producers. All in bottles and pouches of 375 ml or less.