Sales of First Cape’s smaller wine formats have risen by more than 300% in the past year.

Owner Brand Phoenix said the lower price point of its 25cl, 50cl and 187ml PET bottles had been attractive to shoppers, prompting a 327% year-on-year increase in volume sales of the smaller formats.

They had performed particularly well in impulse outlets mid-week, when consumers might only want one or two serves of wine, said the company, adding that it had looked at other fmcg categories for insight on how it could maintain affordability.

“The 25cl and 50cl bottles also allow consumers to trial different styles of wine,” said First Cape spokesperson Jo Riordan.