Single-serve pre-filled wine glasses are poised for major growth as a category, believe suppliers and industry experts.

The niche market had been constrained by a lack of choice, but new players were now coming to market, they said, pointing to Inova Spain, which is currently seeking a distributor for two new wines in 187ml beer-glass style ‘quart de vin’ glasses after signing a contract with bottler Les Grand Chais de France.

The company wants the wines to be merchandised with beers, ciders and soft drinks rather than wines, a strategy that analyst Richard Halstead, COO of Wine Intelligence, said would boost their appeal to younger consumers who switch more easily between categories.

British supplier Buckingham Schenk also predicted strong growth. The producer of single-serve brands including M&S-exclusive Le Froglet said it expected its sales to double to 1.5 million units in 2014 as distribution expanded.

However, Mintel analyst Chris Wisson said drinking opportunities were so limited it was unlikely to ever be more than a niche category. “So much of this will come down to the execution,” he added.