Hardys, the UK’s biggest wine brand, has set itself the challenge of reinventing the UK single-serve market with the launch of Hardys Shuttle.

The new packaging format is a single-serve 25cl bottle, released under the Hardys Stamp of Australia brand, in which the screw-cap closure doubles as a plastic wine glass.

“It is not often you see real packaging innovation in the wine trade,” said Clare Griffiths, vice president of brands marketing at brand-owner Constellation Europe.

“Like all good design, it’s simple and clever and we are sure it will appeal where convenience and occasion are key drivers for growth.”

The concept was developed for Hardys and the brand has exclusivity on the design for two years. It has been successful in Australia - the brand’s domestic market - where it was launched last year. It will be available from March as a Semillon-Chardonnay and a Shiraz-Cabernet and will retail for £2.49.