to release 50cl wine ranges.
PLB is developing a range of 50cl alternatives to 75cl bottles
which will be marketed with a responsible drinking message - if two people share the bottle, they will not exceed the daily alcohol units recommended by the government.
Marketing head Claire Summersby said: "We are looking at 50cl as a new format as part of drinking responsibly.
"If you share it between two people and the wine is under 12 per cent abv then neither of you goes over your limit. You don't have to worry about knowing what your limit is.
"Retailers have introduced 50cl but they haven't given the consumer a reason to buy it," she added.
Buckingham Vintners is launching a
brand called 50cl
with the strapline Perfect for Two to Share.
Two wines from Chile's Central Valley - Sauvignon Blanc 2007 and Cabernet Sauvignon 2006 - will only be available in the smaller size, priced £2.99.