Jacob's Creek, an Australian wine brand has developed The Wine Line iPhone app to promote responsible drinking. The app computed the number of standard drinks in a glass of wine.

The app works by pointing the iPhone camera at a glass of wine then tracing the liquid outlines, following by choosing from the menu the wine the person is drinking. The app then calculates the volume of standard drinks for the particular serving.

By tracking how many drinks were consumed over a session, people remove the guesswork and help them determine when to stop.

The free app, developed by Jacob's Creek together with Webling, a web development company, is pre-loaded with over 70 different wines such as Brancott Estate, Wyndham Estate and GH Mumm.

According to the Australian Bureau of Statistics, Aussies drank more than 104.8 million litres of domestic wine in 2012, consuming an average of 150 millilitres or 1.5 units of standard serving.

However, a Galaxy Research survey said many Aussies underestimate the volume of wine they drink, and 54 per cent think the 150 ml normal serving of wine has less than 1.5 units. Another 32 per cent don't have any idea at all how much units a 150 ml glass of wine has.

"We have built this application from the ground up over the past few months and spent countless hours in research and development to enable it to accurately predict glass and liquid volumes via the iPhone's camera. The end result is a ground-breaking piece of technology, and we're delighted to have collaborated with Jacob's Creek on the project," Webling Managing Director Deniz Nalbantoglu said.