Can tall slender glasses help people drink in moderation?

The answer seems to be a yes, because drinkers tend to pour spirits more generously into short, wide tumblers rather than tall, slender glasses, although both hold the same volume.

Charles Spence an Oxford University professor who led the study, blamed it on an optical trick called the 'vertical horizontal illusion' in which the brain over-estimates vertical distances and under-estimates horizontal ones.

The psychologist found that drinkers poured up to 80 percent more into a short, wide glass than a tall and slender one, reports the Daily Mail.

The findings will be of particular interest to those who like to wind down at home in the evening with a gin and tonic.

Even veteran bartenders poured 26 percent more alcohol into tumblers than highball glasses.

The study was commissioned by business intelligence company Retail Active. Its managing director Julian Chamberlain said the study was 'of particular interest to clients who offer self-service facilities'.

'The shape of the glass their customers use could have an effect on profit margins. Tumblers will cost more to fill than highball glasses,' Chamberlain added.

'But there are also health implications for alcohol drinkers and there is evidence that even experienced bar staff pour more alcohol into tumblers when estimating a shot of spirits.

'People who pour their own drinks will be doing the same,' Chamberlain said.