Consumer demand for wine is changing globally, and while this has shown up in many mature markets as a decline in consumption, the shift in consumption habits has also uncovered an increasing consumer interest in smaller, more flexible packaging formats.
From 187mL single-serve bottles and sealed wine cups to 250mL cans, 375mL half-bottles and curated tasting packs, these formats are gaining attention as consumers seek greater convenience, flexibility, moderation and affordability.
Demographic change, particularly the growth of single-person households, is also increasing the relevance of packaging that offers less wine than a traditional 750mL bottle. For Australian wine producers, these trends highlight an area of packaging innovation that may help the category respond to changing consumer needs and support new ways to discover and enjoy wine.
A global shift towards moderation
The global movement towards moderation is one of the strongest influences on interest in smaller formats. Many consumers, including Millennials and Gen Z, are increasingly adopting a "drink less, but better" mindset, placing greater emphasis on quality rather than quantity.
Smaller formats allow consumers to enjoy one or two glasses without opening a full bottle. This can support moderation, provide greater control over alcohol consumption and help reduce waste. As mindful drinking becomes more mainstream, demand for portion-controlled wine formats is expected to continue growing.
The rise of single-person households
Demographic change is also increasing the relevance of smaller pack sizes. Across many developed economies, the number of people living alone continues to increase. Single-person households now account for approximately 23 per cent of households in New York, almost 30 per cent of adults in London and more than half of all households in Paris.
Australia is experiencing a similar shift. According to Census data, 26 per cent of Australian households are occupied by a single person, up from 18 per cent in 1981. The trend is particularly evident in Australia's largest cities:
- 23 per cent of Greater Sydney households are occupied by a single person.
- 25 per cent of Greater Melbourne households are occupied by a single person.
- Within the City of Sydney, the figure rises to 41 per cent.
- Within the City of Melbourne, it reaches 43 per cent.
NIQ are forecasting almost 50 per cent growth in one-person homes across the Asia Pacific region between 2026 and 2036. This equates to an additional 43 million people living alone across the region.
These consumers are less likely to consume a full bottle of wine in a single occasion, making single-serve formats, half-bottles and other smaller packs increasingly relevant.
Convenience is creating new consumption occasions
Changing lifestyles are also increasing demand for portable and convenient packaging. Smaller formats are well suited to picnics, sporting events, festivals, travel, outdoor dining and casual social occasions where traditional glass bottles may be less practical.
The canned wine segment illustrates this trend clearly. Global forecasts suggest canned wine will be among the fastest-growing wine packaging formats over the coming decade, supported by consumer demand for portability, convenience and sustainability.
Sealed wine cups are another emerging format. Typically sold in 187mL portions, these tamper-evident, foil-sealed cups provide a measured serve without the need to open a bottle. The format aligns with several major consumer trends, including moderation, convenience, portability and waste reduction.
Sealed wine cups particularly suit settings where glass bottles are impractical, including airlines, cinemas, sporting events, festivals, cruise ships and outdoor gatherings.
As wine competes with beer, spirits and RTDs for share of occasion, packaging that offers convenience and flexibility may help the category remain relevant across a broader range of occasions.
Premiumisation is moving into small formats
Smaller formats are no longer confined to entry-level products. Premium wineries around the world are offering half-bottles, luxury cans and curated tasting collections that encourage discovery and experimentation.
This trend has been described as "snackable luxury": access to premium products in smaller, more flexible portions. It reflects a broader shift towards more accessible premium experiences.
Smaller formats can lower the upfront cost of trying a premium wine, even when the cost per litre is higher. This gives consumers more flexibility to explore new regions, varietals and brands without committing to a full-sized bottle. The growing role of 375mL half-bottles in food-led and premium dining occasions is a clear example of this shift.
Small formats may lower barriers to trial
Beyond serving existing wine drinkers, small formats may help make the category more approachable for younger adults, occasional wine drinkers and people who are new to wine.
For some consumers, buying a full bottle can feel expensive, intimidating or risky – often involving more commitment than they want. Smaller formats reduce the amount and upfront price involved, providing affordable entry points that make trial and experimentation more accessible.
They also allow wine to appear in settings commonly associated with RTDs, beer and spirits. Whether through a premium wine can at a music festival, a sealed wine cup at a sporting event or a half-bottle for a weeknight meal, smaller formats help expand wine's role across a wider range of occasions.
Research from the United States suggests consumer adoption of smaller formats is accelerating, with growing purchase rates for both 187mL bottles and 375mL half-bottles. Importantly, it also indicates that some people who do not usually buy view smaller formats positively, because they reduce purchase risk and make wine easier to trial.
The role of 375ml bottles in food and wine experiences
Among small-format innovations, the 375mL bottle occupies a unique position. While single-serve bottles, wine cups and cans are often associated with convenience and portability, half-bottles are particularly well suited to premium dining occasions and food-led experiences.
The format allows consumers to enjoy different wines throughout a meal without the cost, waste or overconsumption associated with opening multiple full-sized bottles. Rather than relying on a single wine across an entire meal, diners can match each course with a more appropriate style, enhancing both the food and wine experience. A meal might begin with a Sauvignon Blanc alongside seafood, move to a richer Chardonnay with an entrée, and finish with a Pinot Noir, Shiraz or Cabernet Sauvignon accompanying the main course.
A half-bottle provides approximately two generous serves, making it ideal for sharing between two diners or enjoying individually with a particular course before moving to another wine. It can also give consumers a lower-commitment or less costly way to experience multiple varieties, regions or producers during a single occasion.
As premiumisation continues to drive value growth in wine, 375mL bottles provide wineries with an opportunity to create premium experiences that align with contemporary consumption habits. They are particularly relevant for degustation-style dining, special occasions and premium at-home entertaining, where variety, discovery and moderation are increasingly valued alongside quality.
Australian demand for 187ml formats is accelerating
Australian export and domestic sales data provide further evidence of growing demand for single-serve wine formats, although the segment remains relatively small.
Combined export and domestic off-trade sales of 187mL wine packs remained relatively stable at around 1.55 million litres in 2023–24 and 2024–25 before surging 22 per cent to almost 1.9 million litres in 2025–26.
The strongest growth came from export markets, where volumes increased from 450,000 litres in 2023–24 to 620,000 litres in 2025–26, an increase of 39 per cent. Domestic sales also reached 1.3 million litres in 2025–26 following a strong rebound from the previous year.
For exports, the 187ml format is increasingly concentrated in Asia-Pacific markets. Taiwan, Singapore, Hong Kong, India, Thailand, Malaysia and Japan all recorded growth. The standout developments in 2026 are the emergence of New Zealand and Spain as major destinations, while Taiwan has consolidated its position as the largest market. South Korea remains a key market, although recent declines suggest growth momentum has shifted towards other parts of Asia and newly developed export markets.
Source: Wine Australia (Export Approvals) and Circana (Domestic off-trade).
What the smaller format trend means for Australian wine
Small formats do not provide a single answer to the pressures facing wine. However, data suggests that packaging size is becoming part of a broader conversation about how consumers live, moderate their alcohol intake and discover new products.
The range of formats now in market, including premium 187mL bottles, 250mL cans, sealed wine cups, 375mL half-bottles and tasting packs, directly address several of the barriers limiting wine consumption today, including affordability, flexibility, waste, moderation concerns and trial risk. They highlight the scope for continued innovation in packaging, product design and consumer experience.
The trend is particularly relevant where household size, convenience, affordability, waste reduction and trial influence consumer choice.
While the 750mL bottle will remain the foundation of the category, future growth is likely to come from premium, convenient and right-sized formats that reflect how consumers increasingly live, socialise and drink. For Australian wine, these insights can inform further exploration of how small formats can help the sector respond creatively and keep wine relevant in a competitive drinks market. By responding to changing consumer needs, small formats offer a meaningful opportunity to recruit new consumers, create new drinking occasions and drive value growth across both domestic and export markets.