uk – pricing beer by 100ml?

I just read this in the sun:

BEER prices have plunged to as low as 11p per 100ml

I needed context so I picked up a standard bottle of Pyramid Hefe Weizen and noted it was 355ml. So… about a third of the standard bottle? That’s about three sips worth.

Why such a strange quantity to price?

Mark? UK pub crawlers?

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