Safeway is thinking small with the addition of a new range of 25cl wine bottles from a leading South African producer. It is introducing Vinfruco's Arniston Bay to the format and is hoping to tap into the undeveloped potential of the smaller packs. The £5m market is dominated by Grants of St James's Stowells of Chelsea range which accounts for six of the top 10 best-sellers in the sector, and a spokesman for Stowells said volume sales of the little bottles grew by 25% last year. Against the background of 7% growth in off-trade wine sales, it is an impressive performance, and one which specialist packer H&A Bottlers plans to capitalise on. It made its name packing and supplying smaller bottles and is the supplier of Safeway's Arniston Bay range. H&A sales manager David Lyon said: "The multiples do not know how to handle this sector ­ whether to put the 25cl bottles with their parent 75cl bottles or make a separate fixture. "I think they should have a fixture of their own. Consumers have the chance to try smaller quantities before buying a full bottle. The bottles can also be sited with snacks for impulse purchases." "The demand for single serve bottles is growing at 40% in the on-trade and the multiples are only just waking up to the possibilities in the take home market." Lyon said Safeway was taking the bull by the horns and, following successful trials of Arniston Bay, it was planning a national roll out in the new few weeks. {{DRINKS }}

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