Pernod Ricard has launched 50cl bottles of its Jacob's Creek Three Vines wine range.
It was inspired by data sources including Jacob's Creek-commissioned research showing growing interest in this mid-size format.
More than one in five wine drinkers would consider purchasing a 50cl bottle rather than a 25cl single serve bottle.
And a third of consumers new to the wine category said they would be more likely to trial wine if smaller packs were made available.
Three Vines consists of a Semillon Sauvignon Blanc Viognier (white), Shiraz Grenache Sangiovese (rosé), and Shiraz Cabernet Tempranillo (red).
Nick Blair, wine director for Pernod Ricard UK, said: "Jacob's Creek Three Vines has gained favour with consumers who are seeking fresh, contemporary wine styles that are lighter in alcohol [They have and ABV of 12.5 per cent].
"Now, whether dining out with a friend or enjoying mid-week drinks in a bar with colleagues, consumers have the perfect choice with Jacob's Creek Three Vines 50cl - the ideal size for sharing."