Ernest & Julio Gallo is to make its first foray into single-serve format by adding 250ml bottles to its Sierra Valley range.
The bottles will be introduced to the Chardonnay, Cabernet Sauvignon, Zinfandel and White Grenache varieties from August at an rsp of £1.99.
The single-serve market grew 17% in the year until May, according to ACNielsen, and Gallo claims branded wines offer the biggest growth.
The bottles have a screwcap and offer customers a low-cost opportunity to try out new
varieties, said Sierra Valley brand manager Margaret Olejarska.
They also fit in with modern lifestyles, allowing single people to have a glass of wine without the wastage from 750ml bottles.