Constellation Europe is launching a new single-serve bottle of it Hardys wine brand that incorporates a plastic glass in its design.
The Shuttle pack comprises a single-serve 25cl bottle and a plastic glass which also serves as a screwcap and tamper-proof closure for the bottle.
Constellation hopes the packaging will prove popular for outdoor events and occasions where serving wine in a glass is unsuitable or prohibited, including town and city-cente bars with weekend glass restrictions.
The bottle is made from a new form of PET which Constellation claims gives the wine a shelf-life of 12 months, thee months longer than for most existing plastic wine packaging.
Clare Griffiths, vice president for brand marketing at Constellation Europe, said: "It's not often that you see real packaging innovation within the wine trade. Like all good design it's simple and clever and we're sure it will appeal to trade and consumers alike."
The Shuttle is being launched in March in the UK, hot on the heels of its debut in its native Australia at the end of 2006.
It will initially be used for Hardys Stamp of Australia Semillon-Chardonnay and Shiraz/Cabernet, with a rosé being viewed as a possible third style by the company.
The design will remain exclusive to the Hardys brand for at least two years.