Lindemans Bin 95 Sauvignon Blanc is part of Treasury Wine Estates small-bottle push in the UK off-trade

 Lindeman's Bin 95 Sauvignon Blanc is part of Treasury Wine Estates' small-bottle push in the UK off-trade

Treasury Wine Estates (TWE) has launched small formats for two of its wine brands in an attempt to cash in on what it claims is a GBP7.5m (US$11.3m) opportunity. 

The 187ml bottles of Wolf Blass Yellow Label Cabernet Sauvignon and Yellow Label Chardonnay as well as Lindeman's Bin 40 Merlot and Bin 95 Sauvignon Blanc will roll out in the UK off-trade. The company said the launch could "unlock a potential GBP7.5m in category growth over the next three years".

The Wolf Blass wines carry an SRP of GBP2.49, while the Lindeman's are GBP2. 

Caroline Thompson-Hill, head of marketing for UK and Western Europe at TWE, said: "Smaller formats are of increasing relevance to shoppers. There are more single households in the UK than ever before - they in particular and the wider shopper base want products that better suit their lifestyle. And they also want the familiarity of big brands."

Thompson-Hill said TWE hopes to attract male shoppers to the wine category with the Wolf Blass brand.   

In October, Treasury Wine Estates said it would purchase a large portion of Diageo's wine business, including the Blossom Hill brand.